Observed Signal · Aug 14, 2024 · Interview · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Chase CDO Kaaren Hanson on Customer-Centric Design and AI
In a CMSWire TV interview, Chase Bank's Chief Design Officer Kaaren Hanson discusses how customer-centric design drives better experiences in the highly regulated banking industry. She emphasizes the importance of aligning cross-functional teams (product, engineering, data, design, marketing) around a clear 'customer why' statement. Hanson shares examples like the credit score planner that helped customers improve scores by ~30 points, and highlights the role of data and customer feedback. She also discusses balancing innovation with compliance, involving legal early, and leveraging AI in design—such as using large language models to assist call center agents and generative AI for creating illustrations, always with human review.
Provides insight into a major bank's customer experience design strategy and AI adoption, but lacks direct impact on the broader AdTech ecosystem.
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Key Takeaways & Evidence Grounding
- Kaaren Hanson is the Chief Design Officer at Chase Bank.
- Chase uses a 'customer why' statement to align cross-functional teams on customer problems.
- Chase's score planner helped customers increase their credit scores by about 30 points.
- Chase uses large language models (e.g., ChatGPT) to help call center agents find answers quickly.
- Chase experiments with generative AI for illustrations but requires human review before publication.
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