Case Study

Designing Simplicity in Complex
Systems : JP Morgan & Chase

My lessons from designing enterprise onboarding (AI-assisted) products

“Client onboarding is technically a network of KYC, Identity verification, documents, joint-account scenarios, agreements, exceptions and operational workflows.

My approach was to make that complexity – understandable without exposing all of it to the user (as well as the banker).”

The complexity behind a simple journey:

Digital onboarding can look deceptively straightforward. A client needs to provide information, verify their identity, submit documents and complete the necessary agreements. Behind that journey, however, are processes involving KYC, identity verification, document collection, joint-account scenarios and agreement signing. Different scenarios create different paths. Different paths create different requirements. And when something doesn't match, someone has to figure out what went wrong.

This is where I found the real design challenge. It wasn't about designing another screen. It was about designing an experience that could make a complicated system feel coherent.

  • HNIs focus on control, confidence, and time efficiency.

    They prioritize trust, privacy, clear value, and bespoke experiences. I uncover these drivers through targeted market research, in-depth interviews, and focused groups, supported by competitor analysis and platform usage data. The goal is to reveal motivations, needs, pain points, and decision triggers so designs aren’t just usable but aligned with the expectations and values that determine HNI choices.

    1. Pick one clear goal for the design and track it with a single metric.

    2. Put users first: test your assumptions with 3–5 real user interviews early on.

    3. Keep the UI lean: hide or remove anything that’s not essential.

    4. Move fast: ship small experiments and iterate every 1–2 weeks.

    5. Sync with stakeholders weekly using short updates, and assign one decision owner per feature.

My Approach:



Copyrights with JP Morgan Chase, currently serving as Sr. Associate product designer for the IPB client onboarding initiative.