Account details
ROLE
UX Designer
PLATFORM
Desktop, Tablet, Mobile
TIMELINE
4 sprints (8 weeks)
PARTNERS
Product, ADA, Content, Sales
OVERVIEW & CHALLENGE
What if agencies and brand-direct advertisers could see the full picture of their campaign performance without having to ask anyone for it?
Chase Media Solutions (CMS) is JPMorgan Chase's advertising platform, giving brands access to one of the largest financial data sets in the country to run targeted, performance-driven campaigns. But the Account Details page, where clients go to understand how their campaigns are doing, was not built to match the power of the product behind it.
The legacy version showed only surface-level metrics, buried the most important information, and made routine tasks like pulling reports almost entirely manual. Agencies and brand-direct clients alike had to go through the Chase sales team just to get basic campaign data.
This project was a 0→1 redesign: building a performance dashboard from scratch that gave users a real-time, at-a-glance view of their account for the first time.
THE CHALLENGE
Redesign the Account Details page from the ground up to give agencies and national brand advertisers a clear, self-serve view of their campaign performance, reducing manual lift on both the client side and the internal sales team.
THE PROBLEMS
Two sides of the same challenge
USER PROBLEMS
Limited visibility into campaign performance
The legacy page showed only high-level metrics with no way to drill into what was actually driving results. Users had no real picture of how their campaigns were performing at a glance.
BUSINESS PROBLEMS
Over-reliance on the sales team for basic data requests
Because clients could not self-serve, the sales team fielded routine requests that should not have required human intervention, limiting their capacity for higher-value work.
Manual reporting with no self-serve option
Pulling campaign reports required going through the Chase sales team. There was no way for clients to generate or access reports on their own, creating unnecessary back-and-forth and delays.
A legacy product that did not reflect the platform's capabilities
CMS was built to deliver sophisticated, data-driven advertising for national brands. The Account Details page did not reflect that ambition and created a credibility gap with clients.
No clear information hierarchy
The most important data was not prioritized. Users had to work to find what they needed instead of the page surfacing it for them.
SOLUTION
Designing for two audiences, with one system
Same page, but two experiences that each feel purpose-built
Rather than building two separate pages, I designed a single flexible layout that adapts based on who is logged in. Agency users see an account selector dropdown, a breadcrumb showing their path from Overview, and an Account column in the recent reports table. Brand-direct users see a simplified header titled "[Brand] Overview" with the selector and breadcrumb removed and the Account column stripped from the reports table.
Agency user
Brand direct user
DESIGN FEATURES
Agency view
Metric Tile layout
How/ Why: Metrics are ordered by business priority- revenue first, followed by the numbers that explain it. Tile layout was chosen over charts to stay within design system constraints while still surfacing all eight data points clearly.
Past campaigns table
How/ Why: In order to compare and understand the account's current performance, past campaigns are listed ith high level metrics from most recent to oldest with a fixed height and scrollbar after five rows, keeping the page contained without limiting how far back users can look.
Actionable chevron
How/ Why: The chevron on each row takes users directly to the campaign detail page, reducing the number of steps to get to deeper performance data.
Recent reports
How/ Why: The most in-demand feature across both users and the sales team. Status indicators
(Ready, Pending, Failed to generate) give clients immediate visibility into their reports without having to follow up with their account manager.
Account dropdown
How/ Why: Agency users manage multiple brand accounts. The dropdown keeps navigation contained within the page rather than sending users back to a separate accounts list every time they want to switch brands.
Educational Slide- in Panel
Campaign metrics can be dense, and misunderstandings around terminology can erode trust with clients. I partnered with the Content team to write plain-language definitions for every metric on the page, ensuring there was a shared understanding of what each number actually means. The slide-in panel keeps users in context and can reference a definition without losing their place or navigating away from their data.
INITIAL DISCOVERY
Before designing anything, we had to understand where this page lived in the product, who it was for, and what it was already doing.
UNDERSTANDING OUR USERS
Because I didn't have direct access to users, the sales team was our primary window into client needs. The ask was consistent across both user types: self-serve access to reports and performance data, without having to go through Chase. Clients needed this to share updates with their own internal teams. The sales team had equal motivation- fewer routine requests meant more time for higher-value work. Agency users added one more layer: an easy way to move between brands and see high-level metrics and reports across all their accounts at once.
IA AUDIT
As CMS expanded, we audited the sitemap to confirm whether Account Details was properly placed or if anything needed to shift. What I found was that the page's location made sense for both user types. Agencies navigate to it from a multi-account overview, and brand-direct merchants land here as their starting point. No structural changes were needed, but the page itself had to grow to match the weight of its position.
Agency site map
Brand site map
DEFINING SUCCESS TOGETHER
Through conversations with the sales team and product partners, we aligned on a clear set of acceptance criteria before any design work began. The page needed to let users filter campaigns by status (active, completed, pending), surface active campaigns first, show the total number of campaigns, and display ten specific data points per campaign including ROAS, revenue, impressions, unique reach, AOV, and transactions.
This gave the project a shared definition of done across teams and made sure the design decisions that followed were grounded in what the business and users actually needed.
IMPLEMENTATION
From insights to sketches, to shipped design
Based on the user needs surfaced through the sales team and the acceptance criteria defined with product, I kicked off ideation with lo-fi sketches to get early alignment before going hi-fi.
Principles that guided the design decisions:
Leading with what matters most: The active campaign summary is the first thing users see. Rather than presenting all campaigns at the same level, the design prioritizes the current campaign with the most important metrics at the top so users get an immediate read on performance without having to hunt for it.
Making data scannable, not overwhelming: With eight metric tiles on a single page, the layout had to guide the eye rather than dump information. Equal spacing, consistent tile sizing, and clear labels helped users scan quickly without feeling like they were reading a spreadsheet.
When constraints drive decisions
Early explorations included more complex data visualizations such as area charts, donut charts, and trend lines to show performance over time. Due to time constraints and design component limitations, we moved to a card-based tile layout instead. The cards delivered the same data points more reliably at a high-level glance and within the constraints of the existing design system.
SOME CONSIDERATIONS
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Edge cases and mobile hybrid
Like all products at Chase, this experience was designed across multiple screen sizes. Beyond responsiveness, edge cases were a core part of the process. Accounting for states like no active campaign, an empty past campaigns table, or a failed report ensured the experience held up beyond just the happy path.
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Designing without direct user access
All user insights came through the sales team rather than direct research. Every decision had to be grounded in second-hand feedback, competitive precedent, and cross-functional alignment rather than first-hand observation.
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Helpful definitions as a trust layer
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The decision to include the Helpful definitions panel wasn't just a UX detail- it was about making sure clients trusted the data they were seeing and had no room for misinterpretation.