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Case study · JPMorgan Chase
Launching editorial templates and a content ecosystem
Background
In 2024, Chase Travel launched as its own brand and editorial voice. To support this I led the design of article templates that enabled the editorial team to publish on both public (chase.com/travel) and secure travel portals.
Team
Product Manager - Carrie Stiehl
Engineering Lead - Reza Assar
Editorial Lead - Zach Honig
Design Director - John Lu
Team of 3+ engineers
Partnership with chase.com product, design, and engineering team.
Outcome
We launched travel guides to 100% of Chase Travel customers in August 2024, and saw +124% views growth from March 2024 to September 2024 (127K → 285K).
Discovery
So why guides?
By giving Chase Travel the ability to publish editorial content on both public and secure platforms, we could establish brand voice, reach new audiences via SEO, and guide travelers within their booking journey.
My first challenge: getting the ball rolling.
When I joined, the project was stuck in discovery for a year. My goal was to get designs onto the development roadmap and launched without the luxury of starting from scratch.
Key constraints
- A limited component library from a different design system
- Previously agreed-upon design components could not be re-explored
- Feasibility gaps across two publishing platforms
My approach
- Audited prior explorations, editorial requirements, and component limitations
- Worked with engineering to define what was possible
- Broke down the MVP into a multi-release roadmap to launch iteratively
Design
We designed for authors, not just customers.
The authors needed to publish to multiple platforms. We aligned designs around the most inflexible system (public) to speed up dev work.
We built reusable components.
For scalability, we built reusable components for authors to compile their articles with. The designs incorporated existing design system patterns and guidelines.
Our solution: content modules that build into full-page layouts.
These layouts were a Travel Guides home page, Category pages, and Featured articles pages. The editorial team could manage the content dynamically through Adobe Experience Manager without having to consult product development teams, and content could be published to both secure and public platforms.
Article hub
We prioritized public releases first to capitalize on SEO, and built a toggle mechanism to control visibility between platforms for various articles. We launched basic articles first, then the home and category pages, then special components within articles.
Result
- Launched 12 new reusable components for editorial pages
- Enabled Chase Travel editors to publish across both platforms
- Decreased time to publish by 50%
- Increased views growth +124% (127K → 285K)Metric from March 2024 (before full launch) to September 2024 (after full launch)
- Projected 100+ articles published with 5M page views in 2025