Comprehensive Financial Power

To lay the foundation for the redesigned J.P. Morgan Markets website, 12 stakeholders from the JPMM team were interviewed, yielding critical insights that shaped the strategy. Synthesizing these discussions led to a strategy deck focused on key themes such as: emphasizing product-specific capabilities that drive client preferences, defining JPMM by its future potential, and leveraging existing client relationships to cross-sell services. These insights informed a series of sitemaps, culminating in a tiered approach that structured services above products to better align with identified client needs.

Over 20 wireframe concepts were explored to refine the website's functionality and layout. As the JPMM team embraced the strategy of exposing their platform’s sophisticated capabilities, personalization emerged as a focal point, with a homepage tailored to common client roles and their service usage patterns. The sign-in experience shifted to a dedicated overlay, streamlining onboarding and new user enrollment. Distinct content types were created for Service and Product pages, each integrated with lead generation forms to drive business outcomes.

Visual design progressed in tandem with wireframing, enabling quick, actionable feedback with every revision. The resulting style balanced modernity with tradition, combining classic grays, silvers, and custom line artwork inspired by J.P. Morgan’s original handwritten signature. Product close-ups became a focal point, offering interactive click-through demonstrations. The final design introduced custom Service pages and templated Product pages, setting a new benchmark for the platform. The excitement generated by this redesign even spurred discussions about an overhaul of the JPMM product itself.