Expand Real Self-Help
Give customers a real path to resolve common issues without calling the support center.
Chase · Customer Support
Chase Customer Support
Rebuilt Chase’s self-help video experience so customers could solve common banking problems without calling support — still live today.
Executive Summary
UX Design Lead at JPMorgan Chase, redesigning a customer-support experience within a platform serving 50M+ monthly users. I replaced a shallow carousel with a structured, device-aware self-service system that went on to average 40,000+ monthly Help Tips views.
- 40,000+
- Avg. monthly Help Tips views
- 16×
- vs. previous monthly average
The Problem
Chase’s customer service page offered almost no real self-help.
Its one video resource lived inside a shallow carousel with little detail, doing little to reduce calls to the main support center.
At platform scale, that thin experience left customers without a clear path to solve common banking problems on their own.
The Solution
I broke the video catalog out into its own experience, organized into 7 tabbed categories, each housing a curated set of videos addressing common problems like replacing a lost card or finding a routing number.
Users could toggle guidance by device — mobile, desktop, or ATM — and each video linked out to a dedicated page with a full step-by-step written walkthrough alongside a larger video view. The system is still live and functional today.
Project Goals
Organize by Category
Replace a shallow carousel with a tabbed gallery customers could browse with intent.
Match the Device
Let users toggle guidance for mobile, desktop, or ATM based on where they were starting.
Pair Video with Steps
Link each topic to a dedicated walkthrough page with written steps and a larger video view.
Chapter 01
Discovery
Examine Customer Service Page
I explored structure options for a clearer self-help catalog.
I started testing how categories, topics, and entry points could replace the thin carousel model.
Current Experience Audit
There were two major sections. I reviewed the existing customer service and self-help surfaces to see how little real guidance customers actually had.
The support experience leaned on a shallow carousel with limited detail—making it hard to solve common banking tasks without calling in.
Chapter 02
Mapping & Wires
Experience Flow Mapping
To start, I mapped and categorized how customers needed to move through the system.
It was key to build a system to support customer intent into the right video and written walkthrough—so the experience could deflect common questions at platform scale.
Wire Exploration
From there, I explored different page structures to create a clearer self-service catalog, bringing the two primary pages together.
The goal was to improve discoverability and make the most sought-after tasks easier to find and access.
Exploring the Catalog
As we moved forward, it became clear that each category needed its own dedicated page, with a flexible structure for organizing multiple tasks and features.
The pattern was designed to adapt across desktop and mobile while keeping the experience contained within a single page.
Exploring the Details Pages
Each detail page was going to need a handful of conditions.
Allow for quick toggle between each item in the category. Step by step instruction. Video display.
Chapter 03
Design
Locking in Categories
As we locked in the categories, we started to break that topic into separate sections.
We also spent great time pairing proper imagery that needed to work across multiple breakpoints.
Current Experience Audit
There were two major sections. I reviewed the existing customer service and self-help surfaces to see how little real guidance customers actually had.
The support experience leaned on a shallow carousel with limited detail—making it hard to solve common banking tasks without calling in.
Step-by-Step Topic Pages
Individual pages for each topic paired a full written walkthrough with an enlarged video view, built on a custom thumbnail and spot-illustration system within Chase’s pattern library constraints.
Pattern-Library Constraints
I owned every layer of the experience and had to solve it using only what already existed in Chase’s public design system — similar to a Workday-style platform where new components weren’t an option.
01 — 7-Tab Video Gallery
A category-organized gallery (Personal Banking and related topics) replaced a single shallow carousel with a structured, browsable resource.
Chapter 04
Build
Shipping inside Chase’s public pattern library meant solving imagery and layout constraints with precision — especially how hero photos cropped across breakpoints.
Primary Image Cropping Breakdown
Hero imagery had to work across multiple crop sizes without losing the subject or breaking the header treatment.
We documented how the original photo mapped into crop guides and the final primary-image display so production stayed consistent.
Preparing Hero Imagery
Header chrome and tint overlays could easily clip faces or important subject matter if the crop wasn’t chosen carefully.
We paired poor and good examples so the team could spot risky crops before assets went live.
Chapter 05
Impact
What changed because this work existed?
The redesigned experience became a high-volume self-service resource, helping customers find guidance for some of their most common banking tasks.
Help Tips averaged more than 40K monthly views from March–August 2020 — roughly 16× the average of the preceding five months.
- 40,600
- Avg. monthly Help Tips views
Mar–Aug 2020 - 16×
- Growth in monthly usage
vs. Oct–Feb average - 243,000+
- Help Tips views
Mar–Aug 2020
Customer Demand
Usage data revealed clear demand around high-intent banking tasks, with routing numbers, deposits, card replacement, and payments among the most frequently accessed topics.
Avg. monthly views
- Find Routing 6,248
- QuickDeposit 3,825
- Replace Card 3,631
- Direct Deposit 2,321
- Schedule Payment 2,264
A More Useful Self-Service Experience
By organizing support content around customer intent, pairing video with step-by-step guidance, and adapting instructions to mobile, desktop, and ATM contexts, the experience gave customers a clearer path to solving common banking tasks on their own.
- Structured 7-category video gallery
- Device-aware guidance across mobile, desktop, and ATM
- Video paired with step-by-step written instructions
