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Chase Bank

Does your offering shape the experience or can experience shape your offering?

Most brands work on the experience so that the offering can be accentuated. 

Chase is banking on its offering to shape the experience instead. 

The #1 location where people lose their debit cards the most is at an ATM. 

Banks are often involved in expensive customer support instances when people lose debit cards and sometimes the cash it contains.

That’s why Chase tweaked its product slightly to transform the ATM experience and help people avoid losing their cards/cash.

When you are about to withdraw cash, the screen on a Chase ATM shifts to a 3-step process:

  1. Retrieve your credit card – Ensures no card is left behind in the ATM
  2. Collect your cash – Ensures your card and then your cash is in your hand
  3. Confirm your receipt – Ensures you have seen and are fine with the updated numbers

You can go to each step only after finishing the previous step which ensures a safe and seamless experience.

Takeaway

Don’t just design the experience, redesign the product as well, for a better experience.

What are you designing? I’d love to know!

Don’t deliver a product, deliver an experience.

Anonymous

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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