Travel benefits, enhancing customer awareness of new benefits and credits
Role
Senior UX Designer
Platform
Native + Web
Type
0-1 Feature
Company
JPMorganChase
Background
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
How might we enhance customer awareness of new statement credits in Chase Travel?
Outcome
We built a new travel benefits experience customers could access while booking.
Full launch to
1.75mil
new accounts and 2.7mil existing Reserve accounts in 2025.
increased conversion by
+5.6%
to search in 90 days on web and +3.4% on native.
initial engagement
18,720
clicks on 1st day releasing to existing users (no marketing).
supported cash spend of
+20%
on premium hotels one week post-launch due to new hotel credit.
Accessing statement credits
Exploring travel benefits
Discovery
The initial ask was a static marketing banner announcing the new credits. Before jumping to this solution, I reframed this ask to better address the customer need.
⚡ research insight ⚡
Customers were unaware of many high-value travel benefits, including credits, despite actively shopping for travel.
Problem shift
Help cardholders understand the full value of their benefits.
↓
New direction
Surface relevant travel benefits to educate customers closer to their booking experience.
Make credits actionable to motivate travel booking.
design
We introduced a personalized approach to surfacing travel benefits (including credits) to build a foundation for clearer value communication.
Impact: Improved how customers discover and understand travel benefits while supporting business and technical needs.
Old flow: static marketing placement
New flow: benefit experience
Key Challenges
Technical constraints
Personalized credits and benefits required multiple API integrations, creating design constraints. Design stayed flexible and closely partnered with engineering to deliver an adaptable experience.
Evolving requirements
Requirements continued to shift past delivery: credits and benefits were removed and restructured (e.g., annual to semi-annual credits, spend-based unlocks, points value changes). To accommodate this, I designed scalable patterns that anticipated change and minimized rework.
Research Constraints
Legal restrictions prevented testing designs with real customers. To validate ideas, I set up a new process of user testing with internal colleagues.
Solution
We launched a benefits experience in the Chase Travel portal that was:
Personalized
Real-time statement credits and renewal dates
Comprehensive
Highlighted all travel benefits through an existing API
Scalable
Laid a foundation for new features and shifting requirements
Consistent
Applied Chase patterns to 2 different design systems and platforms
