Senior Product Manager at Chase

Digital Product Strategy for JP Morgan Chase

Introduction: JP Morgan Chase sought to innovate in the personal financial management space. Their vision was to offer their bank customers not just a tool for managing finances, but a digital money coach that helps them plan for the future and grow their wealth.

Initial Challenges:

State of Affairs: While they had an ambitious vision for a digital product, the actual design, features, and functionalities were still unclear. The strategy was in place, but its practical execution remained a challenge.

Strategic Assumptions: Implicit assumptions in the strategy were not clearly identified. This posed potential risks for the product's launch and post-launch phases.

Decision-making and Prioritization: The team faced difficulties in making critical business decisions rooted in a deep understanding of their customers. Moreover, prioritizing features and adjusting the strategy was a challenge.

My Approach:

Customer-Centric Analysis: I began by defining our understanding of the target customer. This involved extensive industry and customer segment research, coupled with detailed user research.

Data-driven Strategy Refinement: Based on both qualitative and quantitative data, I isolated key themes and areas of focus. This data-driven approach ensured that our strategy was aligned with actual customer needs and market realities.

Solution Design and Focus: Leveraging the insights from the research, I offered solutions, ensuring that the product addressed real-world challenges faced by our customers.

Prioritization and Execution: With a clearer picture of the customer and their needs, I guided the team in prioritizing features and functionalities. This was essential to bring the envisioned product to life without unnecessary diversions.

Strategic Pivot: Recognizing certain challenges and evolving market conditions, I led a strategic pivot that realigned our focus and ensured we were on the most effective path to meet our goals.

Outcomes:

Product Launch: The digital tool, named "Wealth Plan," was successfully developed. This personal financial management dashboard was built from scratch and included tools for tracking spending, budgeting, and liquidity monitoring.

Recognition: Wealth Plan garnered attention in the industry and was nominated for various awards.

Efficient Rollout: I spearheaded the dashboard's rollout plan, resulting in a successful internal pilot involving 12,000 participants and an external launch reaching 55 million clients.

Performance Improvements: Addressed architectural challenges, achieving a 15% reduction in dashboard load times, enabling a smoother user experience.

Team Leadership: Managed a cross-functional team of product, engineering, design, marketing, legal, compliance, and risk. Together, we identified customer problems, designed solutions, executed timelines, captured business KPIs, and identified opportunities for future growth.

Conclusion: By focusing on a human-centered design approach, understanding the customer, and leveraging data, I was able to guide JP Morgan Chase in realizing their vision for the Wealth Plan product. My time with JP Morgan underscores the importance of merging strategy with actionable insights and the power of a customer-centric approach in the digital product space.