JPMorgan Chase · Conversation design

Business owners kept calling for features they already had. So we brought the features to the conversation.

Chase's AI assistant for business banking customers wasn't closing the gap between what owners asked for and where those features lived in the app. In six weeks, I designed 40+ conversations that connect each request directly to the right feature.

Role
Conversation designer
Engagement
Accenture consultant, embedded at JPMorgan Chase
Timeline
6 weeks
Tools
Voiceflow
Team
Chase conversation design + UX/UI teams
Conversation designAI assistantFintechResearch
Business assistant
Where can I download last month's statement?
You can view and download statements for any of your accounts in Statements & documents.
Statements & documents→
And my tax forms?
They're in the same place, under Tax documents.
Tax documents→
Recreated to respect client confidentiality. Not the production interface.
01 — Context & challenge

Support calls were telling us where the app broke down.

Business owners were calling customer service, or getting stuck with the AI assistant, to ask for things the Chase app could already do.

For an owner, every call is time away from running the business. For Chase, it's a cost and a sign that features aren't being found.

How might we turn the assistant into the fastest route from a question to the feature that answers it?

40+intents designed
4request themes
2data sources: support calls + chat logs
6weeks, discovery to handoff
02 — My role & approach

I owned the conversations, from data to Voiceflow.

  • Analyzed support calls and chat logs to find what business owners couldn't find
  • Defined and prioritized 40+ intents
  • Designed flows, sample dialogs, utterances, deep links and fallback paths
  • Partnered with Chase's conversation design and UX/UI teams, reporting to a Chase manager
  1. 01Data researchCalls + chat logs
  2. 02Synthesis40+ intents, 4 themes
  3. 03PrioritizeVolume × friction
  4. 04Conversation designFlows in Voiceflow
  5. 05HandoffReady to ship without me
03 — The work

40+ intents, four themes.

We sorted every request from the calls and chat logs into intents, then grouped them by what owners were trying to get done.

Moving money

  • "How do I send a wire?"
  • "Set up an ACH payment"
  • "Zelle for my business"

Managing access

  • "Add an employee"
  • "Change what my bookkeeper can see"

Finding documents

  • "Download last month's statement"
  • "Where are my tax forms?"

Account maintenance

  • "Update my business address"
  • "Order checks"
  • "Lock my card"

It wasn't a missing-feature problem. It was a findability problem.

04 — Key design decisions

Two calls that shaped every conversation.

Should the assistant complete tasks in chat, or send owners to the app?

ChosenDeep-link to the existing featureConfirm what they're trying to do, then take them straight to it.
RejectedRebuild the task inside chatSlower to build, and it would move sensitive steps like wires out of secure screens.

The call: it was faster to ship, sensitive steps stayed in the app's secure flows, and every link taught owners where the feature lives.

What happens when the assistant doesn't understand?

ChosenClarify, suggest, then routeAsk a clarifying question, offer the closest options and route to a person when needed.
RejectedA generic "I didn't understand"It leaves owners at a dead end, and they call support anyway.

The call: no dead ends. Every path ends at a feature, an option or a person.

05 — Final designs

The happy path and the recovery path.

Business assistant
I need to add my new office manager
You can add them as a user and choose exactly what they can see and do.
Manage users→
Happy path: recognize the request and link straight to the feature.
Business assistant
need to fix the payroll thing
I want to get this right. Are you trying to:
Send a payment Edit a user Something else
Talk to a specialist→
Recovery path: clarify with options, never leave a dead end.

All mockups recreated to respect client confidentiality.

06 — Outcome & impact

Designed, handed off, launched after my engagement.

01 / 03

40+ intents ready to ship

Flows, utterances, deep links and fallbacks clear enough for the Chase team to build without me. [Add sign-off or manager feedback]

02 / 03

Built to move clear metrics

Fewer support calls, higher containment, deep-link click-through and a lower fallback rate.

03 / 03

Insight beyond the assistant

The intent data showed where the app itself was hard to navigate, which is useful input for the UX/UI team.

Reflection
"As a consultant, you rarely see launch day. So I design for the handoff: work clear enough to ship without me in the room."