J.P. Morgan

Convert legacy product into digital experiences

Situation + Problem(s)

Securities-Based Loan (SBL) account opening required 40+ wet signatures over 20+ days. I created a seamless end-to-end UX.

🛠️Methodology

Analyzed existing origination flow. Unpacked UX Research showing clients wanted Advisor engagement complemented by digital services.

📈Result

• 15% conversion rate
‍ for HNW client loan product by streamlining marketing and onboarding for $21B market
• 630 lines open, 1.6 days average setup time (~88% decrease from legacy experience)

Business Homepage: Presentation Test

Integrate multiple CTAs throughout public pages

• Humanize marketing language to explain and attract account opens
• Offer paths to deeper education of financial products

Humanize the financial advisor

Simplify complex financial products into conversation form, maintain JPM Chase Voice standards
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‘Multi Question Multi Answer’ (MQMA) simulation form powered by third party SAAS tech (InvestCloud)
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Carry-over answers from one screen to another

Intelligent form-fill sequencing

Answers reveal following questions; tool-tips for expanded descriptions
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Conversational form powered by third party SAAS tech — manage vendor relation and ensure QA\