Debs.ink
About the Project
The Chase Mobile Customer Support Experience redesign was a comprehensive information architecture overhaul aimed at reducing customer support call volume and improving self-service capabilities. As the lead content designer, I spearheaded a user-centered approach that restructured the mobile app's support section to align with customer mental models and expectations.
Challenge
High call volume occurred within 4 hours of customers visiting the mobile support screen, indicating users couldn't find solutions through self-service options.
Business Goals
Reduce call center costs and minimize costly transfers between representatives.
Customer Goals
Enable quick issue resolution without needing to call, eliminating the frustration of being transferred between operators.
Solution
I analyzed customer behavior data to identify the primary reasons users called within 4 hours of visiting the support screen. Using these insights, I redesigned the page's information architecture (IA) to prioritize the most-needed self-service options and created intuitive routing flows using familiar language patterns already established in customer interactions.
Experience Features
Self-service section for the customers to digitally solve their primary issue and Support section organized in 'funnels' for customers to be direct to the right department.
Easy Servicing
Instant access to common banking tasks like card replacement, account unlocking, and digital wallet setup without waiting.
Multi-Channel Support
Get help through app, phone, chat, or branch - seamlessly switch between channels without repeating your story.
Call Funneling
Organized support funnels ensure every call reaches the optimal department, reducing both resolution time and costs.
How Does It Work?
Reducing Support Dependency Through Self-Service Design
Through strategic self-service design, I enabled customers to independently manage their most common interactions, improving both efficiency and user satisfaction.
No More Transfer Frustration
I created smart navigation flows that match customer inquiries with the most qualified support teams.
Complete Answers, Not Surface Solutions
To eliminate incomplete resolutions, I developed thorough content that covers every angle of customer inquiries.
Action-led labels
Using call center data insights, I developed action-oriented labeling that eliminates user guesswork, creating confident interactions where each option clearly communicates its purpose and outcome.
Support
- Transactions & deposits
- Manage account
- Profile & settings
- Branch & ATM
Self-service
Replace a card
Lock/unlock card
Digital wallet
Manage Bill Pay activity
Track claims
Manage alerts
Taxonomy-Driven IA
I developed an information architecture that creates intuitive routing pathways to specialized departments, anchored by a content taxonomy that leverages familiar in-app terminology for seamless user recognition.
Learn more
Preventive Content Design
Based on call center recording analysis, I crafted targeted content addressing the most frequent customer inquiries. This proactive approach reduces unnecessary calls while providing clear escalation through a prominent phone number CTA for complex cases.
Results
The redesigned experience reduced call volume by 35%, resulting in 90,000 fewer calls per month and saving the company $3MM annually while significantly improving customer satisfaction. The information architecture redesign delivered measurable business impact through improved user experience and reduced support burden. By restructuring content around user mental models and implementing clear, intuitive navigation, we achieved significant cost savings and enhanced customer satisfaction.
35%
Reduction in Call Volume
$3M
Annual Savings in Support Costs
90K
Fewer Calls per Month