A Vision for Chase Travel
Influencing strategic priorities & experiences through design
Worked on at
JPMorganChase
Partners
Bruno M.
Natalie N.
Capabilities
Design research
Facilitation
Prototyping
Industries
Financial Services | Travel
Date
Fall 2022
Chase Travel, a nascent Chase Business was struggling to articulate what its' secret sauce was. A series of acquisitions had set the Firm up to "win" in the Travel space, yet a succinct customer-centric vision to inspire was missing. My team was tasked to consolidate disparate research into a coherent product vision and strategy for the Firm.
Outcomes
Navigated challenging, complex stakeholder management to drive alignment and clarity for product teams
Championed customer-centric practices and articulated service value proposition, white spaces, and new revenue opportunities
Delivered concise, anchoring, and accessible document in a businesses' early days
Identified core territories for further exploration and business casing
Eva
Chase
"You know what I spend on, you arguably know how much I might be able to spend on a vacation—use that data to show me viable trip options."
John
Capital Venture X
"Being able to set alerts on flights, hotel, and car prices makes me feel like Capital One has my back, when I have to do all the work it becomes a source of stress and anxiety—I constantly am worrying about getting the best price or redeeming my points at the exact right time. It really takes the joy away from travel."
Bobby
Chase
"You'd think after spending and booking so much through Chase you'd at least reward my loyalty in small ways."
Joanna
Amex
Chase
Capital One
"I'd say I'm pretty discerning and I've been around long enough to remember planning and booking travel almost completely manually. I liked the feeling of high touch that I got working with an actual travel agent. I think there are ways to replicate that feeling through a combination of tech and people."
The Pivot
Travel experiences must shift the responsibility from putting the work on the Traveler, to putting the work on the Provider or Platform.
From travel on travelers to travel on us.
Mapping the customers' journey
Understand the Jobs to be done, journeys, stages, and actions across channels. Start with the customer journey and extend into full, service blueprints.
Curation over aggregation
Drive top-of-funnel discovery with differentiated, Chase "verified" inventories.
Meet customers' where they are
Explore new channels and partnership integrations to encourage increased discovery and being to position the Firm beyond only core banking.
Illustrate the possibilities
Deliver high-fidelity prototypes to illustrate concepts in context.
Capturing key audience archetypes & mindsets
Craft archetypes and mindsets to ground ideation—map painpoints to opportunities and opportunities to solutions for further testing, refinement, and roadmap integration.
A Vision for Chase Travel
Influencing strategic priorities & experiences through design
Worked on at
JPMorganChase
JPMorgan Chase
Partners
Bruno M.
Natalie N.
Capabilities
Design research
Facilitation
Prototyping
Industries
Financial Services | Travel
Date
Fall 2022
Chase Travel, a nascent Chase Business was struggling to articulate what its' secret sauce was. A series of acquisitions had set the Firm up to "win" in the Travel space, yet a succinct customer-centric vision to inspire was missing. My team was tasked to consolidate disparate research into a coherent product vision and strategy for the Firm.
Outcomes
Navigated challenging, complex stakeholder management to drive alignment and clarity for product teams
Championed customer-centric practices and articulated service value proposition, white spaces, and new revenue opportunities
Delivered concise, anchoring, and accessible document in a businesses' early days
Identified core territories for further exploration and business casing
Eva
Chase
"You know what I spend on, you arguably know how much I might be able to spend on a vacation—use that data to show me viable trip options."
John
Capital One
"Being able to set alerts on flights, hotel, and car prices makes me feel like Capital One has my back, when I have to do all the work it becomes a source of stress and anxiety—I constantly am worrying about getting the best price or redeeming my points at the exact right time. It really takes the joy away from travel."
Bobby
Chase
"You'd think after spending and booking so much through Chase you'd at least reward my loyalty in small ways."
Joanna
Amex, Chase, Capital One
"I'd say I'm pretty discerning and I've been around long enough to remember planning and booking travel almost completely manually. I liked the feeling of high touch that I got working with an actual travel agent. I think there are ways to replicate that feeling through a combination of tech and people."
John
Capital One
"Being able to set alerts on flights, hotel, and car prices makes me feel like Capital One has my back, when I have to do all the work it becomes a source of stress and anxiety—I constantly am worrying about getting the best price or redeeming my points at the exact right time. It really takes the joy away from travel."
Bobby
Chase
"You'd think after spending and booking so much through Chase you'd at least reward my loyalty in small ways."
Joanna
Amex, Chase, Capital One
"I'd say I'm pretty discerning and I've been around long enough to remember planning and booking travel almost completely manually. I liked the feeling of high touch that I got working with an actual travel agent. I think there are ways to replicate that feeling through a combination of tech and people."
Capturing key audience archetypes & mindsets
Craft archetypes and mindsets to ground ideation—map painpoints to opportunities and opportunities to solutions for further testing, refinement, and roadmap integration.
The Pivot
Travel experiences must shift the responsibility from putting the work on the Traveler, to putting the work on the Provider or Platform.
From travel on travelers to travel on us.
Mapping the customers' journey
Understand the Jobs to be done, journeys, stages, and actions across channels. Start with the customer journey and extend into full, service blueprints.
Curation over aggregation
Drive top-of-funnel discovery with differentiated, Chase "verified" inventories.
Meet customers' where they are
Explore new channels and partnership integrations to encourage increased discovery and ways to position the Firm beyond core banking.
Illustrate the possibilities
Deliver high-fidelity prototypes to illustrate concepts in context.