Chase | Beginner Investor Experience
Drove new account openings with Chase’s first in-app investing tool for beginners. Clear, confident content helped users trust the product and start investing.
What I did
• Defined the strategy and flow for the full experience.
• Reframed the voice to build trust—based on research showing that users didn’t trust a casual tone from their bank.
• Used progressive disclosure to explain complex ideas step-by-step.
• Wrote clear, plain-language content that helped users act without feeling lost.
Impact
Drove strong behavior change: So many users started investing that Chase scaled back the feature to protect savings deposits.
Examples
Smart dashboard nudge
Plain language built trust, made personal financial data feel safe—and drove users to explore with confidence.
Extra-cash calculator
Jargon-free wording and contextual links made the numbers easy to understand—and helped users take informed action.
Product selection step
Replacing vague product names with a relatable metaphor—and restructuring the content—helped users instantly understand the options and make a confident decision.
Mutual fund selection step
The original screen was packed with jargon and symbols. Plain, well-placed explanations helped users make sense of the data and confidently choose a fund.