Chase MyHome App
Mortgage, equity, and home value in one view.
JPMorgan Chase · Senior Product Designer · 2024
Impact
- accounts_created_lift: 30% (Chase MyHome onboarding redesign for new mortgage customers (2024); confidence: verified)
- flow_drop_off: 18% → 6–10% (Chase MyHome mortgage application flows; confidence: verified)
A unified homeownership platform connecting mortgage, equity, and market insights.
Chase MyHome gives customers a complete, active view of their home as a financial asset, tracking value, equity, and payment progress in one place. For most Americans, their home is their largest investment, yet they've had almost no tools to manage it.
Challenge: Your largest asset, with almost no tools to manage it.
Chase MyHome is a unified homeownership platform that connects mortgage, equity, and market insights in a single app experience. For most Americans, their home is their largest financial asset, but they have almost no tools to manage it actively. MyHome changes that.
Approach: How people actually think about home equity over time.
The central challenge was information architecture. A homeowner's financial picture includes mortgage balance, home value, equity, rates, taxes, insurance, and upcoming payments. Surfacing the most relevant signal at any moment, without overwhelming users, required extensive research into how people actually think about their home equity over time.
Solution: Home Value Dashboard + Equity Builder in one view.
We introduced a Home Value Dashboard that updates quarterly with real market data, paired with an Equity Builder showing the user exactly how each payment accelerates ownership. In usability testing, users described the equity visualization as "the first time I actually understood where my money was going."
Results: "The first time I actually understood where my money was going."
Led strategic redesign and component migration for new Chase mortgage customer onboarding, contributing to a 30% increase in accounts created in 2024. Also contributed to mortgage application flows that reduced individual drop-off rates from 18% to 6–10%, and helped launch Chase HELOC as a 0-to-1 initiative.
TLDR: The quick version.
Most homeowners have no clear view of their largest financial asset. Chase MyHome was designed to change that. Deep research into customer mental models revealed how people actually think about home equity over time and what signals matter most at each stage of ownership. The solution introduced a Home Value Dashboard and an Equity Builder showing exactly how each payment accelerates ownership. In testing, users described the equity visualization as the first time they'd truly understood where their money was going.
