Content Strategy

I’ve worked in a variety industries, for all kinds of audiences, and across all of them one thing remains true - content is queen. Content can direct, it can delight and it can deny. The key is knowing when to do what.

Chase.com Commercial Onboarding

What it was: In Q3 of 2018, Chase launched a digital pilot of the Chase commercial onboarding experience. This took a very form heavy process that was previously done in branch with a banker and put it into a simplified digital experience.
Why it needed to change: I came into the project late, after copy had been written by the Product team.
How I fixed it: In an attempt to make what was a bulky and unfriendly flow more manageable, I rewrote and helped redesign the experience into one that both seasoned CFOs and greener clients could easily understand.

Before: The screens I were handed were copy and pasted from the original forms, with a lot of complicated instructions added on top.

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After: My first goal was to pare back the instructions across the flow - let’s trust the user a little more. Next, I wanted to turn as much of the “bank speak” into words everyone could understand. For example, “How would you transact using this account(s) related to this entity” became “How will you move money with this account.”

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Chase.com Marketing Preferences

What it was: A new page where customers could control what marketing emails were sent to them.
Why it needed to change: You never want copy to sound like marketing, especially when that’s what it’s doing.
How I fixed it: I rewrote this page for our Marketing team to downplay “the sell” and focus on what our users wanted to know - how to control their email.

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Chase.com/Auto Loan Decision Page

What it was: A complete overhaul of the Auto Loan flow, including the final page users saw.
Why it needed to change: This screen gave customers the instructions they needed to complete their loan and buy their new car, but important steps were hidden among unneccesary information.
How I fixed it: For this redesign, the goal was to fit a lot of info on one page while still maintaining focus on the most important bits. Along with a sleeker redesign, we stacked the copy, highlighted the key details, and marked out the customer’s instructions in three simple steps.