Rethinking Navigation for the Chase Investment Dashboard
Navigation: We know it’s a problem because our users told us so!
Overview
After consolidating our research findings and identifying the most pressing pain points for our users, we knew that navigation was both an issue for the user and for the business. We explored the ideas of adding a tab navigation to be able to quickly access important portfolio information. We then refined this idea based on the blockers we encountered so that we could quickly release and test our assumptions.
User problem
Finance can be a very personal and complicated subject for a lot of people. Our research made it clear that the navigation was overwhelming users in a space where clarity was critical.
Business goals
Reduce the steps to explore investment options.
Increase the traffic to ‘explore investments’ and trading page
Increase net new funded accounts
Sources of research
Voice of the customer data - A shocking 42% of complaints were related to difficulty finding important information
Heat map- what parts of the experience are users clicking on the most
Generative research
Process
We held a FOG session (Fact, opinion & guesses) with our stakeholders. Reviewing the sources of research and writing individually our findings based on the research on post-it-notes.
From there we clustered the similar themed post-its together to form our themes to focus on:
We generated as many solutions as possible individually and categorized the ideas together in a prioritization chart
We voted and had our project manager weigh in on feasibility to pick our top problems to focus on
Measuring success
The business goal we are focusing on is a reduction in the number of clicks to access client experience tools (e.g. search, explore). Can a user find and complete a particular job to be done (such as “I want to buy a stock” or “I have extra cash to invest”) in a reduced amount of time with ease of stress.
Next steps
To measure our impact we are working with our research team to test the concept and see how a user would navigate based on a job to be done.