Before:

This app feels like a long scroll of ads, rather than my bank.

After:

This is my money and my bank. I can see exactly what’s going on.

Design accomplishments —
✨All $ balances above the fold

✨ Home as a dashboard, not catchall

✨Hierarchy based on member needs

✨Compact content stack doesn’t get in way

✨New surface for non-banking offerings (deals, offers)

Business accomplishments —

• Increased funding rate of Credit Builder account and enrollment in Savings account, so much easier to find

• Increased traffic to feature pages that drive retention (waiting on retention impact)

More IA changes and redesigned surfaces will be 🚢 shipping 🛳️ soon.

Note: Ongoing visual design updates (elevation, corners, colors) are not shown here, as they are not fully live yet.

User problem

1. I can do my daily banking stuff in the Chime app, but it could be easier.

2. I don’t understand how Chime’s products all work together (and where to find them).

Opportunity

Following the success of Shortcut Menu and other projects that I designed to clean up our Home tab (account balances, how we display features), I turned my attention to the biggest get:

🏆 Redesigning our app’s infrastructure and core surfaces to better fit our growing product lineup 🏆

Initially being the sole designer working on IA proposals of how to organize our app (by product? by enrollment status?), I aligned executives on a model that worked for us around jobs to be done and the principle of “overview, not overwhelm.” App redesign became a company program, and I was asked by design leadership to lead design workstreams and own app’s information architecture going forward. We now have a team of 4 (plus me) working on the redesign.

Here’s the tl;dr of how I approached this massive opportunity:

✅ Give each core surface a primary job family and stick to it—remove the noise or move it elsewhere

✅ Continue the work of migrating Home tab to a dashboard model

✅ Create new surfaces where they don’t exist to house our stuff, i.e. place for all the products that don’t have balances

✅ Clean up the junk drawer of Settings and separate out things that are not actually Settings

✅ Clean up how/where we talk to members—work with partner team on where account updates go

What I did

💡 Work directly with execs on landing this redesign as company plans for additional big bets

💡 Design vision for Chime’s app IA and what’s on our core surfaces

💡 Work with UXR to move beyond testing single concepts and think holistically across our app

💡  Partner with IC designers on my team for detailed execution and help unblock as needed

💡 Align with principal PM/EM on redesign strategy and sequencing of IA changes

💡  Collaborate directly with leadership on partner teams to migrate and prioritize their features in this new UI/IA framework

💡 Regularly facilitate design crits and jams with folks across teams to understand complex use cases in relation to IA

Why it matters

⭐️ Members told us how much they appreciate being able to see all of their balances in one view

⭐️  Redesign experiments and launches have been successful at improving company-level funding and attach metrics

⭐️ Our app is now ready to house MyPay and other big bets that didn’t fit well into original architecture