Around the Industry: The Disjointed Chase Business Experience

by on Mar 16, 2017

In 2016, Chase redesigned its small business section with a new layout, new navigation and updated sections covering various business categories. This update to the Chase small business section aligned with a revamp earlier in the year on the retail cards side. In addition to the public site revamp, the firm redesigned the small business credit cards overview section and subsequent card product pages. In addition to the drastic design changes, the firm furthered its alignment with the retail site and integrated the business credit cards into its retail credit cards center.

Small Business Credit Cards Overview Page

Chase made changes to its product line last year as well, replacing its Ink Plus Business card with a new Ink Business Preferred card. The card is a great choice for business owners with a large amount of business travel as it features a 25% redemption rate increase when used for airfare, hotels, car rentals and cruises on the Ultimate Rewards site. Though the firm made drastic changes to the public site and changed its usually stagnant product offerings, the small business experience remains a disjointed one, with a lack of change to the private site.

In August 2016, Chase unveiled a new private site with altered navigation menus, updated interfaces and responsive design. The notable improvement to the retail site, which offered consistent navigation and improved readability, did not cross over to the small business card user platform—and still has not, more than six months after the retail implementation. This lack of consistency across the public and private platforms creates a disjointed user experience for business owners.

Though the private site creates a disconnect with the Chase site branding and overall experience, the firm’s small business center is client-focused and provides several articles and user posts covering small business topics for employers. Chase provides videos about small businesses, a new ideas section covering successful business owners and a resource center with news and stories. Some content is repetitive, and though the design of the site is attractive and consistent, it does not necessarily facilitate a business owner’s experience of looking for specific content.

Chase has been in the Small Business Card Monitor coverage group since 2010. The firm offers a distinct set of branded cards with three business-focused partner cards. Though there are only five card options, the firm covers a wide variety of business needs with each one—including travel rewards, cash back, extra earning for business categories and hotel programs. The firms’ products round out an overall excellent set of offerings and tools for business owners that could be further improved with a fully transferred private site experience.