Corporate Challenge
Application to manage the world’s largest corporate running event
Figma
2023
Web app
Overview
At JPM Chase, I led my team in designing a web application for Corporate Challenge. Corporate Challenge is an all in one application that manages/provies profile creations, registration, dashboards for participants and team captains, leader boards, payments, and event management platform for administrators.
Results
JP Morgan Corporate Challenge’s (JPMCC) new application launched in 2022. The design revamp led to a 346% YoY growth in registered participants.
My contributions
Designed the application end to end
Drove design strategy
Conducted user research to improve usability
Built a design system (modular components) from Material UI
Background
My role
I joined the JPMCC team early on from when it was brought in house. With minimal product requirements defined, I partnered with product to build a north star which included market research, defining features necessary to the core experience, customer journey work, designing POCs, and layouts.
What is JPMCC?
The J.P. Morgan Corporate Challenge (JPMCC) is the world’s largest corporate running event. Each year, both in-person and virtual events take place in cities across the world. Individuals can participate through their company by joining the company team. JPMCC promotes wellness at work, team building, a sense of community worldwide, and supports local charities through funds raised.
The problem
Secure and protect user data by managing it internally with JPMC standards (there have been privacy issues historically), and align the platform with JPMC accessibility standards
Increase client engagement and foster prospective client business through relationships and brand awareness
Build in ability to track analytics and gather user data over time in order to identify marketing opportunities and channels of further engagement within JPMC
Have control over communications (and level of personalization) targeted toward customers in order to calibrate and increase positive brand perception across both the marketing site and the secure platform, as well as re-engage key clients
Improve and modernize the end-to-end experience for all user types
The solution
Participants/Team Captains
Provide users with self-service tools to manage their accounts and company teams, and make it easy to re-engage year over year.
Give users a go-to place to access information about their races, teams, personal information (including race results), and event updates.
Design a solution for users with multiple roles under one user profile to manage their registrations and information.
Admins/LROs
Make it easier to access important event data at-a-glance and track the progress of company teams registered to their events
Reduce the load of manual processes, e.g. getting in touch with a user, finalizing hospitality and receiving payment, troubleshooting an account
Define
Replace the third-party platform experience & provide core event functionalities
Adoption of new platform across all user types
100% adoption by end of 2023
Readiness for 2024 events
Customer satisfaction with digital experience
Post-race survey
Secure and protect user data with Chase Standards
Number of cyber incidents and static scan vulnerabilities
Reduced to zero
Secure access to PII
Number and type of users accessing the information
Modernize auth experience
Integration with ForgeRock
Drive engagement by improving & modernizing the digital experience
Volume of customer service calls/complaints
Rate of completion of registration process
Lower bounce rate
Year over year engagement with key clients
% Return companies
Event capacity filled
Account generation
New user accounts and conversion into registrations
Identify marketing opportunities and channels of further engagement
Engagement with new markets
Engagement between bankers and prospects
New client conversion
Lead generation for other Chase accounts
Research
Participant/Team Captain Proto-Personas & Journeys
Part of my research included looking at different users’ roles and noting their needs and wants. Some potential solutions I came up with:
Separate experiences for different users
Decouple or group components to reduce cognitive load
Have smaller, simplified flows to increase task completion
Initial interviews
I partnered with my researcher to do some preliminary research. The interviews and surveys highlight customer problems and potential solutions.
Key objectives
Measure how well users can complete tasks within JPMCC
Uncover unexpected customer behavior
Identify key areas of improvement
Synthesizing data
After the interviews, I took the transcript to create notes and quotes from the participants (Non-JPMCC Participants, Past JPMCC Participants, Participants) and grouped them by theme.
Discoveries from the study
From the research, one of the things that I uncovered was that our customers had a fragmented workflow when completing tasks in the application.
Hurdles users have to jump through
Planning
Location & Maps
Interactive with course/site maps to find current location & landmarks like water stations, medical stations, start line, etc.
Team Information
Know other members of the team, the captain & how to contact captain
Where the team is meeting on race day and how is info going to be communicated
Notifications & Reminders
Email notifications/alerts for when registration opens, packet pick up, event changes due to weather, my results after the race, etc.
Tracking
Results & Past Events
Past results for participation over time
Compare stats against my personal historical stats and participants in different segments
Discover Events
Leverage personal data to suggest races
Engagement
Excitement & Element of Fun
Event photos
Set personal milestones
Add badges or challenges component to the dashboard
Purpose of JPMCC
Which charity is being benefited & funds raised
Testimonials from past participants
Social
How do runners/walkers socialize
Motivated by running with colleagues on the same team
How might we streamline the JPMCC experince to minimize friction and enhance usability?
Measure how well users can complete tasks within JPMCC
Uncover unexpected customer behavior
Identify key areas of improvement
Wireframes
Turning thoughts into low fidelity wireframes
I sketched out the overall dashboard layout and planned where all the elements would live as part of laying down the initial framework.
Mockups
Dashboards
I met regularly with PMs, senior developers, designers and dev managers to review mockups and ideations every week and come back the next week with new ideas and changes. For the case study, I have decided to show the desktop screens but they were created in tablet and mobile as well.
Accessibility
Green lining the designs
When I was done with the designs, I green lined to ensure accessibility to the WCAG 2.2 standard.
Launch
With the launch:
Our customers’ entire race process is simplified and expedited by removing the obstacles, streamlining workflows and reducing cognitive load for completing tasks.
Since launching the new design, there has been a 346% YoY increase in participants.