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Chase Bank's Remodel: The Death of the "Swiss Army Knife" Banking Homepage?

By Jim Bruene on October 8, 2012 2:11 PM | Comments (1)

chase mobile logo reflection.jpg

I'm still digesting Chase's radical homepage redesign (see screenshots 1 & 2). While I love the focus on just three product messages, devoting 50% of the page (above the fold even) to the login button seems like a lost opportunity. Perhaps it's a temporary welcome area to ease users back onto the site.

chase dropdown.jpg

Only existing customers get the half-screen login. Non-customers get an additional marketing message on about two-thirds of that space (see screenshot 3).

The new site looks great on an iPad (portrait or landscape), but it's not served to iPhone users at this point. They still see the ultra-trim mobile screen <m.chase.com>. 

The bank has drastically reduced navigation options. A single tab called Products & Services launches a dropdown box with links to all the product areas (see inset).

A second tab, Why Chase?, lays out the major benefits, the missing tab at most banking sites. And the final tab, which seems completely redundant, causes a drop-down login box to appear.

Although I missed it initially, Chase has not done away with the Personal/Business/Commercial designations. Tiny links in the upper left allow users to head to the appropriate business version. Biz services are also listed on the Products & Services dropdown (bottom of inset).

Bottom line: Chase has moved past trying to be all things to all people on the homepage. That's huge, and I hope it becomes a trend. Both Citi and Bank of America have taken similar paths recently. But Citi uses striking photography in the background to give it a more luxurious feel (as does Salem Five). And Bank of America exposes more product areas across the top (Bank, Borrow, Invest, Protect, Plan).

All in all, I applaud the streamlining after what must have been an epic battle. But I don't think the bank has completely hit the mark. Make it an A-  

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1. Chase Bank homepage on first visit (4 Oct 2012; with customer cookies; via PC Chrome browser)

Chase new site 1.jpg


2. Return visit
Note: Welcome to our New Home Page replaced with Slate credit-card promo (lower-link portion of page remains the same and is not shown below)

chase new site 2.jpg

3. Chase Bank homepage with no customer cookies

chase newsite 3.jpg

4. Landing page explaining changes (link)

chase newpage lander.jpg


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I've banked with Chase for years, and I must say that I really like the new design.

Even though it makes it easier to log in, it also helped me identify services that they have always provided but that I have always scrolled past, trying to login.

Chase demonstrates that "less is more" and uses the good principle of offering the products that have the highest conversion rate.

The good ole' 80/20 rule at work!

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