- ClientJ.P. Morgan
- IndustryFinancial Services
- ServicesCustomer Experience
- CapabilitiesBusiness Analysis · Brand Transformation Strategy · Content strategy · Information Architecture
How we helped JPMC sharpen its story for every audience
JPMorgan Chase & Co., the largest bank in the U.S., is an organization dedicated to driving an inclusive economy for communities around the globe and across all facets of its business. They approached Code and Theory to help them align their site to their audiences’ needs, impact marketing objectives, and brand storytelling.
The existing user experience reflected JPMC’s span and size without focus, and the overwhelming navigation and complex site architecture meant users failed to find the stories and actions most relevant to them. We’ll show how we approached distilling a global financial institution into a digital footprint that could serve a multitude of audiences and organizational objectives.
Along the way, you’ll see how we helped JPMC tell a more compelling, organized brand story while attracting top talent and clarifying their overall impact and global presence.
For the J.P. Morgan project, we studied the target audience and their needs to identify the key questions and moments that matter most in the experience. Insights were gathered through research and analysis to surface patterns in behavior, expectations, and pain points. This approach clarified priorities and informed a clear direction for what to design and build next.
Building on the research and approach, the ecosystem experience was scaled by turning the core insights into a repeatable framework that could be applied consistently across touchpoints. This shifted the work from one-off solutions to a shared set of patterns and guidance, making it easier for teams to deliver a coherent experience for customers across the ecosystem. The changes were designed to support broader adoption, reduce inconsistency, and ensure the experience could grow without losing clarity or quality.
We architected the new experience for seamless pathing throughout the ecosystem and the prioritization of investor goals over products on each page, enabling us to drive focused engagement and conversion for JPM WM. Our three-phased approach to scaling the experience meant that we could deliver new page templates, features, and functionality that add value at each step along the way, while remaining agile to make improvements based on learnings.
A clearer J.P. Morgan story, built around what audiences need
This work brought together research across the business, users, landscape, and the end-to-end experience to clarify what matters most and how people want to learn about the organization and its identity. With that shared motivation as the anchor, the storytelling was sharpened and aligned to user values, making the narrative easier to understand and more relevant.
The redesigned experience improves wayfinding to key content and makes it easier for users to navigate with confidence. It also surfaces important stories more clearly, helping key narratives stand out without adding friction. Bold yet inviting design and brand choices reinforce J.P. Morgan’s identity while maintaining a polished, modern feel. Overall, the experience remains approachable, cohesive, and clear across the site.
Related work
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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