Deborah Foley Portfolio Deborah Foley Portfolio

Chase for Business

Case Study · Chase for Business — Digital Customer Experience (DCE)

Building the front door — and the practice behind it

The director of Chase for Business hired me into the DCE design team as an Assistant Design Director to improve how the work ran — intake, scoping, estimation, prioritization, project plans, and capacity planning — in an era when online banking barely existed and design process was still being invented. I did that, took on design and strategy too, and after a few successful deliverables grew into Head of UX for Merchant Services — my own line of business, with a team to lead. This is where both halves of what I do today began: the products I designed and built, and the operating practice I’ve run ever since.

Chase for Business — early digital work

At the time

No online banking to copy — everything built 0-to-1, when it was still early for a bank to invest heavily in digital. “Design ops” and “design systems” were barely terms. I was in the mess of it, wearing many hats.

What I know now

The administrative tasks I almost turned down became half my career. Doing them, over and over, is how I built my instinct for scaling teams, estimation and capacity planning, and design strategy — processes I learned and defined from real problems, not from a playbook.

At a glance

Role (and how it changed)

Assistant Design Director, DCE — hired to improve CBO’s process (intake, scoping, estimation, capacity planning); took on design & strategy; after three deliverables, grew into Head of UX for Merchant Services, with a team

Era & team

Early digital transformation, built 0-to-1. I was part of the DCE design management as the org scaled rapidly across business, mobile & consumer — growing my own scope within it, not scaling the org myself

Skills

Program & delivery management · information architecture · content strategy · front-end build · design systems · accessibility

On confidentiality. This page shows my process and leadership. The Chase for Business screens here are public-facing product; any data shown is illustrative, and internal artifacts are recreated clean. Full detail on request.

Roots

Three hats, from the start

I was hired as a UX designer. I insisted on building the front end, then got Scrum-certified to run delivery. Design, build, deliver — three hats I have worn ever since.

Hat 1

Design

UX & information architecture

Hat 2

Build

Front-end development

Hat 3

Deliver

Scrum · delivery & program management

The three first came together years earlier at Ropes & Gray, on infoNet — a firm-wide intranet redesign. I had to work with a wide range of stakeholders — SMEs, lawyers, and their support staff — and organize the communications and data each group needed daily into one manageable, hierarchical application. Serving all those competing groups through a single app was, years early, the same challenge as wrangling lines of business at Chase. The full platform story — IA, card sorting, template rendering — lives in the deep dive.

infoNet — platform roots infoNet — the platform rootsOpen the deep dive →
Why it matters hereIt is the root of everything that followed — the multi-LOB dashboards, the multi-brand API platform, and scaling design systems across teams — and why I can read the code and lead the redesign in the same breath.

The role I was actually hired into

Hired to fix the process — it made me a hybrid leader

The director of Chase Business hired me to improve how design work ran — intake, scoping, estimation, prioritization, project plans, and capacity planning. My scrum background was the draw, and the Assistant Design Director title reflected it. I accepted it as a UX design role — and didn’t realize how much would be administrative process work rather than the design-strategy leadership I thought I’d signed up for — so I pushed to do both: first IC design, then strategy.

After a run of successful deliverables — and once I’d made clear that this process work (today’s “design ops”) was only part of what I wanted — I took on integrating Merchant Services into Chase Business Online, and grew into Head of UX for that line of business, with a team — and my scope grew from there as the org itself grew into more domains. It set the shape of most of my career since: a hybrid leader of both design management and program management, rather than one or the other.

From building pages myself to leading multiple domains — the path at a glance:

Ropes & Gray

Scrum master + UX of one

Ran the disciplines myself; built the front end

Goldman Sachs

Rebuild lead

Sprints, estimation, Visual QA; components & code-level accessibility

Chase CBO

Chase · CBO

Assistant Design Director

Built the process; IC design; the first dashboard

Merchant Services

Chase · Merchant Services

Head of UX

My own line of business — the MS Dev Center & mobile

API Portals

Chase · API Portals

Tribe lead

The “one API store” strategy

Digital Channels

Chase · Digital Channels

Horizontal lead

Dev Portal foundation + cross-LOB governance

Connected Banking

Chase · Connected Banking

Head of UX, multi-domain

Partnered with the Managing Director

The titles say “lead.” The work was management — design strategy and people leadership across multiple teams and domains. It’s built on the hands-on craft I started with, and on the operating processes I learned, defined, and refined from real problems along the way.


Part 1 · The practice I was hired to run

Program management — the gap the director most needed filled

Running the program and process was the gap the director most needed filled — though he hired me for my UX experience too. Intake, scoping, estimation, prioritization, project plans, and capacity planning, on a scrum and agile foundation and a belief that even design can be agile: it felt administrative at the time, but it was really the start of the operating practice I run today.

Lessons from establishing it here

This wasn’t applying a known playbook — it was building one in place. The group were business analysts who wrote banking requirements, not software-delivery specialists, inside a bank that had just gone from almost no digital footprint to digital driving real revenue — and a rush to build. Introducing intake, estimation, and agile meant teaching the discipline, not just running it.

So I didn’t impose it. I introduced each piece as the pain showed — the lesson I’d learned watching my first startup’s CTO roll out agile one method at a time — which is how a skeptical group came to adopt a way of working they’d resisted on day one.

What I set up for Chase Business

In that first part of the year — before “design ops” was a role — this is the concrete work I put in place for the group:

01

Intake

A front door for design requests, so demand was visible and could be prioritized.

02

Scoping

User-mapping exercises with the product partner — at the time often the business analysts who owned requirements, as product ownership was just emerging as a role — to lay out the potential flows and see how many pages and interactions the work really is, before committing.

03

T-shirt sizing & estimation

Sizing work XS–XXL to set timelines we could actually hit.

04

Capacity planning

Matching the work to the team I had — what’s above the line we can deliver, and what falls below it and needs more headcount.

05

Project plans

Sprint-shaped plans designers could commit to — including my 8-week delivery approach.

06

Priority planning

Deciding what got done, what waited, and making the trade-offs visible.


How I run design

Continue → the full practice

How I run design

The operating practice this chapter started — scoping, sizing, capacity, phasing, and the partner deck — built out in full in Design Leadership & Delivery.

See how I run design →

Part 2 · The craft, in brief

Tested as an IC and strategist — then grew into Head of UX, Merchant Services

The practice earned trust; the craft is what I was tested on. My first deliverable was a service-plan redesign — a dense pricing-and-features comparison made scannable with progressive disclosure — and I built it myself in clean front-end code.

Then the first homepage dashboard — really a content-strategy and information-architecture problem. Every feature, widget, and ingress became a card we organized, tested, and debated with the LOBs; user testing settled the hierarchy into a system (a main column of the data customers come for, a right column of business real estate still useful to them).

Alongside this I took on leading design systems for my Business team — auditing the application for where patterns weren’t serving business users, and becoming the team’s go-to for systems and accessibility (one of a select few trained to review and approve it across Chase Business). The accounts page is where it came together: I turned a static page into a working tool — filtering, a density toggle, clickable tiles — and built the interactions myself to prove “too costly” wasn’t true. That usability-and-systems advocacy is what clicked into the Merchant Services integration, and earned me Head of UX, Merchant Services.

CBO dashboard system
The craft, in the deep dive. Accounts interactions and the dashboard IA — shown in full behind the password.
CBO service plan
Problem → call → outcome. The service-plan spec and personas, with the decisions behind each — in the deep dive.

An early backbone. Organizing and prioritizing the features and ingresses on a shared page — leaning the hierarchy toward what the customer needs, not always what the business partners preferred — was, before mature governance existed, the seed of the Digital Channels governance I later stood up and carried into Security Center, Help & Support, and COVID relief.


Deep dive · password-protected

The platform foundations & the CBO design work, in full

The infoNet platform roots — IA at scale, card sorting, role-based dashboards, and the branded framework I built — and the CBO artifacts (service plans, accounts summary, dashboard, personas) with the decision behind each.

Open the deep dive →


Results

The result — proven, then promoted

The dashboard and accounts work became a system adopted across Chase’s lines of business, and the display-priority work matured into formal governance. That body of work earned me my own line of business — Head of UX, Merchant Services — the first of the promotions that followed as the org kept growing. (The arc above traces where it went.)

A system, not a page

Dashboards & hubs adopted as a pattern across lines of business

Built it myself

Delivered clean, interactive front-end code across several products — until leading at scale pulled me out of the weeds

Earned my own LOB

The CBO process work led to Head of UX, Merchant Services — and expansions from there

A delivery track record

Known for the scoping, estimation, and strategy-to-delivery frameworks I built — and still run


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