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Case study · JPMorgan Chase
Enhancing awareness of travel benefits, credits, and points updates
Overview
Chase Sapphire Reserve, JPMorgan Reserve, and Sapphire Reserve for Business conducted a benefits refresh mid-2025. This included new statement credits - cash reimbursed on certain bookings. The business wanted to elevate these new credits in Chase Travel.
News coverage: Chase Media Center · CNBC · The Points Guy
My Role
I led the end-to-end design for introducing new credits and benefits on top-funnel pages and the re-design for points updates disclaimers. I managed the design process across two product and engineering teams.
Team
Design - Mel Chuypradit + Jose Salamone
Product - Allaire Gaudette
Content - Jen Hennessy
Research - Jake Achtemeier
2 Engineering teams
Impact
We introduced personalized benefits discovery into the booking journey.
Strategic Approach
1. From static banners to contextual value
I reframed the problem from "announcing" new benefits to surfacing personalized value.
The shift: Instead of a static marketing banner, we moved relevant benefits closer to the booking journey.
The goal: Make credits and benefits actionable to motivate travel bookings in real-time.
2. Content strategy & scalability
To ensure long-term maintainability, we connected to centralized Chase content APIs.
Consistency: Guaranteed unified messaging across all Chase card businesses.
Efficiency: Eliminated the need for a new, manual content-updating pipeline.
3. Iterating through research
We conducted user testing before launching designs. Early designs for points updates prioritized "cleanliness" by hiding complex mechanics. However, research showed this caused user confusion.
Pivot: We pivoted to surface more context upfront, providing the transparency users needed to feel confident in their new points value.
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