JP Morgan Chase: Flexible Travel

Overview
JPMorgan Chase credit cards offer a range of benefits tailored to enhance the overall financial experience for cardholders. These benefits often include robust rewards programs, providing users with opportunities to earn points, miles, or cash back on their everyday purchases.
In designing this feature, I wanted to specifically improve Chase’s travel platform by offering flexible travel options through search and being able to save to a favorites page.
UX Role
End to End feature designer working with Design Lab mentor, Charithra Aswamy.
Mission
Provide Chase Benefit Users a way to book flexible dates and log travel searches.
Timeline
Nov - dec 2022
Understanding the original design
When I surveyed Chase credit card users to understand the ways the travel platform was currently used, I gleaned users actively used the platform to book flights via their reward points, and that this was an excellent perk for using the card. However one pain point mentioned is that the app and site do not allow for flexibility in searching dates.
For travelers who may want to compare different dates or have spontaneous trips they'd like to book, there was no way to "save searches". Overall, users felt restricted by choosing fixed dates and predefined parameters.
original ux as of 3.18.25
Competitive Analysis
I wanted to explore the notion of spontaneous and flexible travel as a starting point in my competitive analysis. I found that Kayak, AirBnB, and Google Flights had the most sophisticated and expansive search functions that allowed flexibility.
Each platform addresses the desire for unplanned journeys, providing tools that suit different preferences and travel styles. Interestingly, each had their own design jargon to express flexibility in searching for either dates or locations. Please see notes below for more info.
AirBnb
while primarily associated with accommodation, supports spontaneous travel through its "Last-Minute Stays". This feature highlights available listings for users looking to book accommodations on short notice, catering to the spontaneity often associated with travel adventures.
Kayak and Google Flights
accommodates spontaneous travel by offering a "Explore" tool. This feature allows users to input their departure airport and see a list of potential destinations within their budget, fostering a sense of adventure and encouraging impromptu travel decisions.
allows users to embrace spontaneous travel by providing a "Flexible Dates" feature that enables travelers to explore a range of dates to find the most affordable and convenient options, making it ideal for those with flexible schedules.
Ideating Task and User Flows
These user and task flows break down how adjusting the search function for the dates would help individuals explore more flight options. Since Chase’s current setup does not have a way to view multiple trips at once, I thought about how providing a itinerary page, similar to a check out basket, would allow individuals to keep tabs on multiple flight options at once.
Flows: Flexible vs Strict
The user flow and site map served as the blueprints for low fidelity wireframes. I used these wireframes to further refine my designs through prototyping and usability testing. I included notes on interaction design and functionality. I focused on enhancing the search function to include terms for flexibility in location and dates. I added a 'save to itinerary' option and improved the search results page.
Low Fidelity Wireframing
The user flow and site map served as the blueprints for low fidelity wireframes. I used these wireframes to further refine my designs through prototyping and usability testing. I included notes on interaction design and functionality. I focused on enhancing the search function to include terms for flexibility in location and dates. I added a 'save to iternary' option and improved the search results page.
Enhancing flexibility through search:
Revamped of the travel platform to offer an expanded search functionality, allowing the user to consider a variety of dates effortlessly. People live dynamic lifestyles, and this function lets users explore travel possibilities that fit their schedules rather than the other way around.
User experience through choice:
It is a bit surprising that Chase’s current check out icon is a bit useless. It is impossible to add more than one flight to the cart which defeats the purpose of having a cart in the first place...
Adding an icon for an itinerary lets users consider and compare flights they are not ready to purchase yet.
Testing and Iterations
It was observed that several users encountered difficulties locating the "add to itinerary" button during their interactions. Respondents expressed a desire for a more intuitive placement of this feature, suggesting that its current positioning might be inconspicuous.
Add to Saved Update
users expressed a preference for a clearer and more structured card layout presenting flight information. Many users conveyed that a streamlined presentation of vital details, such as departure times, airlines, and booking status, would significantly enhance the platform's user-friendliness.
Conclusion.
Adding the design system from Chase would refine these lo fi wireframes. In this redesign, i aimed for creating a sketch of why I think flexible travel is useful.