Loyalty Servicing Dashboard

Role

UX Strategy, Research,
UX/UI Design, User Testing

Team

Lynne H. - Content Design
Annie B. - Product Owner
Seekers - Development Team

Duration

Q2 2025 - Q3 2025

Category

Finance, Credit Card, Loyalty Program

 

About the project

Account Overview is one of the most frequently visited page in Loyalty Servicing Platform, serving as the first destination users see immediately after authenticating a caller. However, our data revealed that users spent very little time on this page—an indicator that it added limited value to their servicing experience. This insight prompted an initiative to rethink and redesign the experience. I was the sole product designer owning this project end-to-end, from research to final delivery. Throughout the process, I collaborated closely with key partners across the organization to ensure the solution was user-centered, feasible, and aligned with business goals.

Collaboration:

  • Product owners: to understand the whole scope of the project and its requirements. There were a lot of new things we were introducing like the dashboard and revamping a few of the existing flows such as monetary value of card benefits, and reward balance tracker. Also, to collect feedback to get them sign off on the final design.

  • Engineers: to understand what data we can obtain via API, keep an open communication to understand the feasibility of implementing desired functionality, so we fail quick and cheap when things don’t work out. Most importantly, to ensure that the final output matched the design exactly.

  • Users: to understand existing pain points and needs, prioritize information and improve usability of this landing experience. Also, to get timely feedback on my design and how can new features and functionality help improve workflow efficiency.

Overview

 

Who are we doing this for?
The Loyalty Servicing Platform (LSP) is a centralized service portal used by over 50,000 card specialists and retail bankers to support Chase credit card customers. It enables agents to efficiently address customer inquiries related to Ultimate Rewards program, ensuring accurate and timely service within the Chase ecosystem.

What business objective are we solving?
Internal tools and the information available to agents should closely align with the customer-facing experience. This includes consistent language and terminology, enabling agents to communicate clearly and confidently, reducing confusion during customer interactions.

What user problem are we solving?
Our phone specialists need an intuitive and efficient workflow that enables them to quickly support customers. Especially the main landing page, it should be a cohesive experience and make information easy to access , with a transparent, clutter-free layout that enhances focus and minimizes friction."

The Loyalty Servicing Platform (LSP)

 

Understanding users

LSP specialists have different entitlements and servicing capabilities based on their agent level. These variations in responsibilities lead to distinct needs, motivations, and workflows across agent levels:

  • L3 and L4 specialists can view information and escalate cases.

  • L5 specialists have expanded capabilities, including adjusting points, processing redemptions, and resolving cases independently.

To better understand these differences, I conducted a round of user interviews. The goal was to uncover each specialist’s objectives, challenges, needs, motivations, and typical servicing patterns. This also allowed me to observe how they currently used the homepage and what value—if any—they gained from it.

Key Insights & Pain Points
Several consistent issues emerged across interviews:

  • Homepage lacked focus
    Specialists struggled to quickly find key information relevant to their workflow. The content felt scattered and low-value.

  • Critical data was hard to locate
    For example, sign-on bonus offers were not surfaced on the homepage. Specialists had to manually search for them, slowing down service time.

  • Existing trackers were incomplete
    Important contextual information—such as the remaining spend amount required for customers to reach a target—was missing. Agents often had to calculate it manually while on a call.

  • Missing recent interactions
    The homepage did not show recent orders or monetary benefit values, forcing specialists to dig through multiple sections to gather context.

  • Poor visual hierarchy
    The layout presented information without clear prioritization, making it harder for specialists to scan and act quickly—especially under time pressure.

Different Needs Across Agent Levels
Research clearly showed that L3, L4, and L5 specialists used the homepage in very different ways. Their workflows and priorities differed enough that a single, one-size-fits-all experience could not meet everyone’s needs.

To address this, I grouped specialists into three user profiles based on their goals, tasks, and empowerment levels. These profiles became foundational in shaping the redesigned experience, ensuring that each user type received the right information at the right time.

I also looked at other dashboards of popular platforms to further my reasearch on what a useful dashboard is comprised of. Some takeaways of what made them successful included:

  • Cross-linking key data elements

  • Informative data that is actionable

  • Data presented in filterable timelines

  • Insights shown at different milestones

 

Top customer inquires our phone specialists deal with:

  1. Review Customer Account Information
    • Check points balance, tier status, and recent activity
    • Review account health indicators and flag

  2. Answer Customer Inquiries
    • Respond to questions about points, rewards, tiers, and program rules.
    • Clarify redemption options and eligibility

  3. Process Points Transaction
    • Credit or debit points for eligible activites
    • Reverse or correct erroneous transaction
    • Handle points expiration and reinstatement request

  4. Facilitate Rewards Redemption
    • Assist with redeeming points for merchandise, travel, gift cards, etc
    • Troubleshoot failed or incomplete redemptions

  5. Initiate & Track Service Requests
    • Open, update, and close cases for customer issues.
    • Escalate complex cases to specialized teams.

Jobs-To-Be-Done

 

Starting with Questions

1. How may I provide an experience that is engaging and valuable to our users?

2. How might I enable specialists to easily access the most critical customer information through LSP?

3. How might I provide a tailored experience that helps phone specialist reduce call handle time?

 

The MVP

To validate my research findings, I designed a brand-new dashboard that surfaced the most requested customer information and introduced quick-action buttons for frequently performed tasks. I also restructured the content hierarchy to make the page more scannable and intuitive. This prototype enabled more meaningful conversations with LSP specialists—many expressed that the new additions significantly improved their workflow. More importantly, I observed a noticeable decrease in dashboard drop-offs, indicating that the redesigned experience was delivering greater value and engagement.

 

Iterate, Iterate & Iterate

Based on my findings shown above, I narrowed my focus into four areas for potential improvement of our original Account Overview design:

  1. Improve the data we provide

  2. Improve on page navigation

  3. Improve actionability

  4. Improve feeding user data in small chunks