Designing premium benefit experiences that allow cardholders to enhance their credit cards with valuable add-on services, increasing product value and customer retention.
This project explored how cardholders could enhance their credit cards with valuable add-on servicesâpremium benefits that go beyond standard card features. The challenge was designing an experience that clearly communicates value, manages expectations around fees, and builds trust in additional financial commitments.
I worked on defining user flows, designing interfaces, and ensuring the add-on experience integrated seamlessly with existing Chase digital properties.
Introducing paid add-ons to existing credit card products requires careful design. Users need to understand what they're getting, why it's valuable, and how it differs from their current benefitsâall while feeling confident they're making a smart financial decision.
The experience needed to balance commercial goals with user trust, clearly presenting value propositions without overwhelming or pressuring customers.
Mapped out end-to-end user journeys for discovering, purchasing, and managing credit card add-ons.
Designed clear, honest interfaces that help users understand benefit details, costs, and terms without confusion.
Ensured the add-on experience worked cohesively across mobile and desktop touchpoints.
Collaborated with legal and compliance teams to ensure all disclosures and requirements were integrated thoughtfully into the design.
User Research: Analyzed how customers currently interact with credit card benefits and what might motivate them to add premium services.
Competitive Analysis: Studied how other financial institutions and service providers present add-on offerings to identify best practices and opportunities.
Journey Mapping: Created detailed user flows covering discovery, consideration, purchase, and ongoing management of add-on benefits.
Wireframing & Prototyping: Developed multiple iterations exploring different approaches to presenting benefit options, pricing, and value propositions.
Cross-Functional Collaboration: Worked closely with product managers, developers, marketing, legal, and risk teams to align on requirements and feasibility.
Trust and transparency: In financial services, trust is everything. I focused on clear, upfront communication about costs, terms, and what customers would receiveâno hidden surprises.
Perceived value: Designed experiences that help users understand not just what add-ons cost, but what they're worth. This meant thoughtful presentation of benefits, use cases, and potential savings.
Decision support: Created comparison tools and decision aids that help users determine if an add-on makes sense for their situation without being pushy.
Graceful upsells: Balanced business goals with user respectâsuggesting add-ons at natural decision points rather than interrupting critical tasks.
Designing for commerce in finance: Selling additional services in a financial context requires a different approach than typical e-commerce. Users are more cautious, more analytical, and need more reassurance.
The power of clarity: In testing, clear explanations always outperformed clever marketing. Users wanted straightforward answers: What is this? What does it cost? What do I get?
Managing stakeholder complexity: Projects involving new revenue streams bring many stakeholders with competing priorities. I learned to navigate these dynamics while keeping user needs at the center.
Designing for skepticism: Many users approach financial add-ons with healthy skepticism. Good design acknowledges this and earns trust through transparency and clear value demonstration.
This project challenged me to design for a fundamentally commercial goalâselling additional servicesâwhile maintaining user trust and delivering genuine value. It taught me that ethical design isn't about avoiding commercial objectives; it's about pursuing them in ways that respect and benefit users.
I learned that the best way to sell something is to help people make informed decisions. When you design for clarity and genuine value rather than manipulation, commercial and user goals align naturally.