Loyalty Servicing Platform
Justin served as the lead Sr. UX Designer for a product called Loyalty Servicing Platform (LSP). LSP is used by Chase’s call center personal for servicing and maintaining customer’s card products and their points.
Dimensions
-
Background
The goal of the redesign effort (i.e. LSP 2.0) was to improve, but not overhaul, the entire LSP experience. Think lift and shift with some UX improvements.
-
Business challenge
Due to an inability to track call metrics, Justin did not know which actions Specialists are most likely engaging in, or the order of engagement.
-
Assumptions
Justin believed that Specialists were visiting multiple pages in order to help each customer with a single request. If true, he felt that providing contextually important links within a page would enable Specialists to complete customer requests more quickly.
-
Effected demographics
The end users are Chase’s rewards specialist team. This team works in calls centers and is in charge of managing Chase’s +60 million household relationships who have card products.
-
Timeline
The entire LSP tool had a total of 26 hero flows. Upon joining the LSP team, Justin focused on the Gift Cards and Order History flow. The two flows were handed off to our tech partners in roughly 2 months.
-
Goals of the product
The goal of the LSP product is to give the rewards specialist team the ability to quickly and seamlessly manage a Chase customer’s card product as it relates to rewards redemption.
Process & Approach
-
Discovery
Gathering requirements for LSP started with a conversation with my product partners. In that initial conversation product handed off an artifact usually in the form of a Word document.
-
Define
From that artifact I received during discovery, I would generate some very low-fidelity flows with some assumptions I’ve made. Because we had a robust design system many of my flows had full flushed out elements already built into it. This helped improve time to market. Every Thursday i met with our users and conducted my own research. In those sessions I tested assumptions I had and made incremental improvements.
-
Deliver
Once I received feedback from our users I improved the flow and experience to reflect that feedback and once again on Thursday share those updates. I did this every week like clockwork and I always delivered fully clickable prototypes for our users and partners.
-
Deploy
During deploy, I worked closely with my tech partners to ensure the flows I designed and built functioned as I anticipated they would. I did not have any standing meetings for this but instead went ad-hoc and did co-working sessions with developers. This lite approach allowed us to remain nimble and focus on building and less on talking about building.
Contextualizing the product
-
LSP 1.0
LSP 1.0 had many design flaws. During research, we found that our end users had a difficult time consuming information. They felt genuinely overwhelmed.
-
LSP 2.0
Justin took feedback from qualitative and quantitative research to create an experience that was easier for our end users to use so that they may complete tasks more quickly.
Research plan
Redeem Rewards is the category Specialists assist customers with most often. Categories showing how points were earned and used are most frequently visited after the initial customer request.
-
Key findings
• Nearly all specialists identified Redeem Rewards as a top 5 category they help customers with most often
• Other top categories are: Redeem Rewards, Combine Points, Partner Points Transfer, Earnings Summary, Offers and Order History
• Earnings Summary, Order History and Earnings History were identified by Specialists as the top categories they help customers with after the initial request is completed
-
UX recommendations
• Provide Reward Redemption options directly on the LSP homepage to enable Specialists to quick and easy help customers
• Provide summary details of Earnings Summary, Order History and Earning History (with links) to corresponding pages within all Micro Front Ends
-
Methodology
• Quantitative Survey
• 128 Specialists
• 12 questions
Top categories our specialists help customers with
Nearly all specialists ranked Redeem Rewards in the top 4 categories they help customers. Knowing this, Justin was able to work with product on prioritization.
Top categories after initial customer request
After completing the initial customer request, our specialists helped customers with Earnings Summary, Order History and Earnings History most frequently.
Redeem rewards - Gift cards flow
This is 1 of 7 hero flows that are a part of the redeem rewards product feature. In this flow, a Chase customer is calling a servicing representative to redeem points (i.e. get a gift card with points). Through qualitative research, Justin learned that Chase’s servicing representatives yearned for search functionalityas well as a re-designed “Item Select” card.
-
![]()
LSP Gift Cards - Landing Page
On the landing page, users told Justin that they had a difficult time “sorting” through all the copy. They felt overwhelmed. Justin suggested breaking out data sets into tiles. This resonated well with our end users.
-
![]()
LSP Gift Cards - Item Selected Page
On the item select page there was a lot to be desired from a usability standpoint. For one, users said they wanted to have summary of the order they had just entered in the form of a sentence. I proposed a string of copy with dynamic and static copy next to the primary and secondary buttons
-
![]()
LSP Gift Cards - Shipping Page
On the shipping page, Justin heard similar feedback from users which was a feeling of being overwhelmed with information. Breaking out information into tiles coupled with information in lists made this page easier to use.
-
![]()
LSP - Gift Card Confirmation Page
This is the end of the flow
Item select iterations
The item select screen was a small but crucial page in the Redeem rewards - Gift cards flow.
The pattern was a net-new design that received great marks from the specialist team. To
arrive at the final version took many iterations and sketches.
-
Sketches and annotations for stakeholders
-
Versions
Order history flow
-
![]()
LSP - Order History Flow - Landing
The Order History flow is for Specialists to find orders and take certain actions. The material improvement made to the landing page was a slide in menu that gave Specialists more granularity as it relates to the order.
-
![]()
LSP Gift Cards - Item Selected Page
Introducing a slide-in panel allowed users to “double click” into orders and get the full picture without having to leave the experience.
Order History iterations
-
Versions
