Many small and medium-sized businesses (SMBs) struggle with making data-driven decisions due to limited access to meaningful insights about their customers and sales trends. The Chase Customer Insights Platform was designed to solve this challenge by providing merchants with an intuitive dashboard that transforms complex transaction data into clear, actionable insights.
As the UX Design Lead, I spearheaded the end-to-end design process, ensuring that merchants could easily analyze customer behaviors, track sales trends, and optimize their business strategies. My role involved user research, wireframing, prototyping, usability testing, and collaborating with cross-functional teams to create an intuitive and effective product.
Lack of actionable data: Merchants had access to raw sales data but struggled to extract meaningful insights.
Limited understanding of customer behavior: They couldn’t easily see trends in customer demographics, purchase habits, and location-based performance.
Difficulties in decision-making: Without clear analytics, merchants relied on guesswork for inventory management, promotions, and marketing strategies.
Complex dashboards and reporting tools: Existing tools were overwhelming and not tailored to SMB owners who needed simple, digestible insights.
For Merchants: Provide an intuitive, user-friendly platform that makes customer data more accessible and actionable.
For Chase: Increase merchant engagement and adoption of Chase’s business tools while enhancing customer loyalty.
To understand merchant pain points, the team and I conducted:
– 10+ in-depth user interviews with SMB owners across different industries.
– Surveys to identify common frustrations and feature priorities.
– Competitive analysis of existing analytics tools to identify usability gaps.
Merchants needed clarity: Many were overwhelmed by excessive, unstructured data. They wanted quick, digestible insights rather than raw numbers.
Customization was crucial: Different businesses prioritized different metrics (e.g., a restaurant may focus on peak dining hours, while a retailer prioritizes customer purchasing trends).
Mobile accessibility mattered: Many merchants ran their business on the go and needed a dashboard that worked seamlessly across devices.
– Simple, intuitive dashboard: Merchants needed a clear snapshot of their business without complex data tables.
– Customizable insights: Users could filter and prioritize the metrics that mattered most to them.
– Visual storytelling: Data presented through easy-to-read graphs, heatmaps, and trend indicators.
– Actionable recommendations: AI-driven insights suggested marketing and sales strategies based on customer behaviors.
I created low-fidelity wireframes to validate concepts, then iterated on high-fidelity prototypes based on merchant feedback.
Concepts: Explored different layouts, navigation flows, and data visualization styles.
Final design: Developed a modular, card-based dashboard that provided merchants with a customizable overview of their business performance.
What It Does: Allows merchants to personalize their data view by selecting relevant metrics
Impact: Helped merchants focus on the most important insights for their business.
What It Does: Provides insights on customers, when they shop, and how they spend.
Impact: Enabled targeted promotions and better inventory planning.
What It Does: Helps multi-location businesses compare performance across locations.
Impact: Allowed merchants to identify high-performing stores and underperforming areas.
The new Chase Customer Insights Platform transformed how SMB merchants accessed and used their data, leading to measurable improvements:
↑25% increase in merchant engagement within 6 months of released improvements.
↓20% reduction in customer support inquiries related to sales analytics.
Improved decision-making, with merchants reporting more confidence in their business strategies.
Smart peer benchmarking, helps merchants understand how their customers shop with similar businesses and competitors in the market.
