Redesigning Credit
Access for Gen Z
A UX Case Study on Reimagining
the Freedom Rise Acquisition
Journey
Role
UX Design & Experience Strategy
Company
Chase · J.P. Morgan
Initiative
Freedom Rise
Background & Context
Problem Statement
Market Context
Gen Z represents the largest generation in
U.S. history, with significant spending power
but limited access to traditional credit
products. Traditional credit scoring models,
which rely heavily on credit history,
systematically exclude young adults who
haven't had the opportunity to build credit.
Chase recognized this as both a business
opportunity and a responsibility to serve
underbanked populations, leading to the
Freedom Rise initiative focused on financial
inclusion for young adults.
Business Challenge
Chase's existing credit approval process
was designed for customers with
established credit histories. This created a
significant barrier for Gen Z applicants,
resulting in high rejection rates and lost
business to competitors offering alternative
credit products.
The challenge was to redesign the
acquisition experience while maintaining
Chase's risk management standards and
regulatory compliance requirements.
Why This Mattered
Financial Inclusion
Providing access to credit for
underserved populations aligns with
Chase's commitment to community
development
Future Customer Base
Gen Z will become the primary banking
demographic, making early engagement
crucial for long-term growth
Competitive Advantage
Fintech companies were capturing
young customers with innovative credit
products, threatening traditional
banking
My Role and Responsibilities
I oversaw the design of the Freedom Rise
credit acquisition experience.
01
KPI and OKR Development
Established key performance indicators
and objectives
02
Research
Developed user personas based on data,
identified issues beyond the interface,
focusing on judgmental lending
03
Iterative Process
Refined the approach and conducted a
small-scale pilot
04
Analysis & Implementation
Working closely with cross-functional
teams to redesign the lending acquisition
system
"The challenge wasn't just
designing an interface, but
reimagining an entire system that
was fundamentally flawed for an
entire generation."
Stakeholder Map
Freedom Rise Initiative
DESIGN
• UX Design & Experience Strategy
• UX Research
PRODUCT
• Product Managers
• Project Managers
DATA
• Data Insights
• Data Scientist
• Risk Modelling
• Credit Analyst
TECHNOLOGY
• Engineers
• Q/A Testers
• Architecture
LEGAL & RISK
• Legal Counsel
• Compliance
• Risk Analyst
BUSINESS
• Judgmental Lending
• Manual Underwriters
• Process Analysts
• Requirements Analyst
Project Goal
The goal of the project was to
increase approval rates for Gen
Z applicants by at least 15%
by
redesigning the Freedom Rise
acquisition experience and
rethinking lending criteria to better
support first-time credit users with
limited or no credit history, without
increasing default risk.
Research
I conducted qualitative interviews with 40
Gen Z applicants who had recently been
rejected.
"I didn't even know I got rejected
until I got an email. I just assumed I
wasn't eligible."
— Gen Z applicant, 22
"I've had a job and paid my rent on
time for years. How is that not
enough?"
— Gen Z applicant, 24
Initial Hypothesis vs Reality
Initial Hypothesis
Interface issues were the main
barrier.
Reality
Interface design accounted for only
4% of problems. The root cause was
the traditional, judgmental lending
criteria.
Iteration & Implementation
Reframing Risk: The Case for Secured
Credit
Secured Credit Card
• Refundable deposit required to open an
account
• Low risk to the issuer
• Low-fee cards available for bad credit
• Credit limit is based on the amount of
the deposit
Unsecured Credit Card
• No deposit or collateral required to open
an account
• High risk to the issuer
• Low-fee cards usually require good
credit
• Credit limit is based on credit profile and
income
Pilot Test: Finding the Ideal Deposit
Amount
Objective
Determine the optimal secured
deposit amount that indicates
responsible financial behavior
without creating unnecessary
barriers for young, first-time
applicants.
Pilot Setup
Participants: 500 previously declined
applicants (ages 18-24, no credit
history)
Duration: 3 months
Deposit Amounts Tested
Group A: $100
Group B: $250
Group C: $500
Outcome
$250 deposit provided the best balance of
affordability, responsibility, and meaningful
commitment.
Deposit
Amount
Acceptance
Rate
Consistent
Payments
$100
High (92%)
Moderate
(68%)
$250
High (88%)
High (85%)
$500
Low (42%)
High (90%)
Results and Takeaways
01
Let data tell the true story
Moving beyond assumptions to
uncover the real barriers
preventing Gen Z from accessing
credit
02
Look beyond the symptoms to
find the root cause
Interface issues were only 4% of
the problem—the real issue was
systemic lending criteria
03
Restructuring the need as a
business vs. design problem
Framing the solution in business
terms helped secure stakeholder
buy-in for systemic change
Final Impact
Approval Rate Improvement
+23%
Increase in Gen Z approval rates
Exceeded the target of 15% improvement
by implementing secured credit card
option with optimal $250 deposit
Business Impact
Customer Acquisition
+35%
Competitor Migration
-28%
Payment Consistency
85%
"Sometimes the biggest
design challenge isn't what
users see—it's changing the
system they can't see."
This project taught me that true
user experience design sometimes
means stepping outside the
interface entirely. By addressing
the fundamental lending criteria
rather than just the application
flow, we created lasting change
that opened credit access to an
entire generation.
"Young applicants are being
rejected for credit, not
because of poor financial
behavior—but because of
traditional lending models."
70%
Gen Z applicants were being rejected
83%
retention rate when applicants were
approved
43%
rejected applicants went to
competitors
Redesigning Credit Access for
Gen Z
A UX Case Study on Reimagining the Freedom Rise Acquisition Journey
Role
UX Design & Experience
Strategy
Company
Chase · J.P. Morgan
Initiative
Freedom Rise
Background & Context
Problem Statement
Market Context
Gen Z represents the largest generation in
U.S. history, with significant spending power
but limited access to traditional credit
products. Traditional credit scoring models,
which rely heavily on credit history,
systematically exclude young adults who
haven't had the opportunity to build credit.
Chase recognized this as both a business
opportunity and a responsibility to serve
underbanked populations, leading to the
Freedom Rise initiative focused on financial
inclusion for young adults.
Business Challenge
Chase's existing credit approval process
was designed for customers with
established credit histories. This created a
significant barrier for Gen Z applicants,
resulting in high rejection rates and lost
business to competitors offering alternative
credit products.
The challenge was to redesign the
acquisition experience while maintaining
Chase's risk management standards and
regulatory compliance requirements.
Why This Mattered
Financial Inclusion
Providing access to credit for
underserved populations
aligns with Chase's
commitment to community
development
Future Customer Base
Gen Z will become the
primary banking
demographic, making early
engagement crucial for long-
term growth
Competitive Advantage
Fintech companies were
capturing young customers
with innovative credit
products, threatening
traditional banking
My Role and Responsibilities
I oversaw the design of the Freedom Rise credit acquisition experience.
01
KPI and OKR Development
Established key performance indicators and
objectives
02
Research
Developed user personas based on data,
identified issues beyond the interface,
focusing on judgmental lending
03
Iterative Process
Refined the approach and conducted a
small-scale pilot
04
Analysis & Implementation
Working closely with cross-functional teams
to redesign the lending acquisition system
"The challenge wasn't just
designing an interface, but
reimagining an entire system that
was fundamentally flawed for an
entire generation."
Stakeholder Map
Freedom Rise Initiative
DESIGN
• UX Design & Experience Strategy
• UX Research
PRODUCT
• Product Managers
• Project Managers
DATA
• Data Insights
• Data Scientist
• Risk Modelling
• Credit Analyst
TECHNOLOGY
• Engineers
• Q/A Testers
• Architecture
LEGAL & RISK
• Legal Counsel
• Compliance
• Risk Analyst
BUSINESS
• Judgmental Lending
• Manual Underwriters
• Process Analysts
• Requirements Analyst
Project Goal
The goal of the project was to
increase approval rates for Gen Z applicants by at
least 15%
by redesigning the Freedom Rise acquisition experience and rethinking
lending criteria to better support first-time credit users with limited or no credit
history, without increasing default risk.
Research
I conducted qualitative interviews with 40 Gen Z applicants who had recently been rejected.
"I didn't even know I got rejected until
I got an email. I just assumed I wasn't
eligible."
— Gen Z applicant, 22
"I've had a job and paid my rent on
time for years. How is that not
enough?"
— Gen Z applicant, 24
User Journey
1
Awareness
2
Research
3
Application
4
Rejection
5
Aftermath
ACTIONS
Sees bank's credit
card ad online
Visits website,
compares starter
cards
Fills out
application, adds
employment and
bank info
Gets a mailed letter
stating she's
declined
Tells herself she'll
try again later.
Doesn't revisit that
bank
EMOTIONS
Hopeful, Motivated
Curious, Cautious
Nervous, Uncertain
Embarrassed,
Confused
Defeated,
Frustrated
THOUGHTS
"Maybe now I can
start building my
credit."
"Which one can I
actually get
approved for?"
"I hope my job and
savings are
enough."
"I'm doing
everything right-
why am I not good
enough?"
"Maybe credit just
isn't for me."
PAIN POINTS
Doesn't fully
understand credit
eligibility
requirements.
No clear path for
those with no
credit history.
Form feels generic,
no indication of
likelihood of
approval.
Vague rejection
reason, long delay
in response.
Loss of trust and
brand
abandonment.
OPPORTUNITIES
Educate users on
"what makes you
creditworthy"
upfront.
Add a clear "New
to Credit?" guided
experience.
Pre-qualification or
soft check option
would reduce
anxiety.
Offer real-time or
clearer feedback
with supportive
tone.
Follow-up with
education and
alternative product
suggestions.
Initial Hypothesis vs Reality
Initial Hypothesis
Interface issues were the main barrier.
Reality
Interface design accounted for only
4% of problems. The root cause was
the traditional, judgmental lending
criteria.
What customers see: UI
A styling and data layer that is surfaced to customers
Infrastructure: Channels + Digital
Powers the engine that determines what is showcased to the user
What customers need: CX
Generates frames and journeys to close key gaps
Initial Approval Process
Initially, the approval process relied solely on credit scores, which proved ineffective due to the
lack of credit history among Gen Z individuals.
Start
Complete
Application
2,130,294
1
STRATA*
Prescreen
2,061,263
2
CREDIT BUREAU (CBR
pull)**
1,905,494
End
DECLINE
LETTERS
1,333,846
*STRATA: Strategic Risk Assessment Tool
**CBR: Credit Bureau Report
Iteration & Implementation
Reframing Risk: The Case for Secured Credit
Secured Credit Card
• Refundable deposit required to open an
account
• Low risk to the issuer
• Low-fee cards available for bad credit
• Credit limit is based on the amount of the
deposit
Unsecured Credit Card
• No deposit or collateral required to open
an account
• High risk to the issuer
• Low-fee cards usually require good credit
• Credit limit is based on credit profile and
income
Pilot Test: Finding the Ideal Deposit Amount
Objective
Determine the optimal secured deposit amount that indicates responsible financial
behavior without creating unnecessary barriers for young, first-time applicants.
Pilot Setup
Participants: 500 previously declined
applicants (ages 18-24, no credit history)
Duration: 3 months
Deposit Amounts Tested
Group A: $100
Group B: $250
Group C: $500
Outcome
$250 deposit provided the best balance of affordability, responsibility, and meaningful
commitment.
Deposit Amount
Acceptance Rate
Consistent Payments
$100
High (92%)
Moderate (68%)
$250 ✓
High (88%)
High (85%)
$500
Low (42%)
High (90%)
Results and Takeaways
01
Let data tell
the true story
Moving beyond
assumptions to
uncover the real
barriers
preventing Gen Z
from accessing
credit
02
Look beyond
the symptoms
to find the root
cause
Interface issues
were only 4% of
the problem—the
real issue was
systemic lending
criteria
03
Restructuring
the need as a
business vs.
design
problem
Framing the
solution in
business terms
helped secure
stakeholder buy-
in for systemic
change
Final Impact
Approval Rate Improvement
+23%
Increase in Gen Z approval rates
Exceeded the target of 15% improvement by
implementing secured credit card option
with optimal $250 deposit
Business Impact
Customer Acquisition
+35%
Competitor Migration
-28%
Payment Consistency
85%
"Sometimes the biggest design challenge isn't what users see—it's
changing the system they can't see."
This project taught me that true user experience design sometimes means stepping
outside the interface entirely. By addressing the fundamental lending criteria rather
than just the application flow, we created lasting change that opened credit access to
an entire generation.
"Young applicants are being rejected for credit, not because of poor financial
behavior—but because of traditional lending models."
70%
Gen Z applicants were being
rejected
83%
retention rate when
applicants were approved
43%
rejected applicants went to
competitors
Redesigning Credit Access for Gen Z
A UX Case Study on Reimagining the Freedom Rise Acquisition Journey
UX Design & Experience Strategy
Company
Chase · J.P. Morgan
Initiative
Freedom Rise
Background & Context
Problem Statement
Gen Z represents the largest generation in U.S. history, with significant spending power but limited access to traditional credit products. Traditional credit scoring models, which rely heavily on credit history, systematically exclude young adults who haven't had the opportunity to build credit.
Chase recognized this as both a business opportunity and a responsibility to serve underbanked populations, leading to the Freedom Rise initiative focused on financial inclusion for young adults.
Business Challenge
Chase's existing credit approval process was designed for customers with established credit histories. This created a significant barrier for Gen Z applicants, resulting in high rejection rates and lost business to competitors offering alternative credit products.
The challenge was to redesign the acquisition experience while maintaining Chase's risk management standards and regulatory compliance requirements.
Role
Market Context
Why This Mattered
Financial Inclusion
Providing access to credit for
underserved populations aligns
with Chase's commitment to
community development
Future Customer Base
Gen Z will become the primary
banking demographic, making early
engagement crucial for long-term
growth
Competitive Advantage
Fintech companies were capturing
young customers with innovative
credit products, threatening
traditional banking
"Young applicants are being rejected for credit, not because of poor financial behavior—but
because of traditional lending models."
70%
Gen Z applicants were being
rejected
83%
retention rate when applicants were
approved
43%
rejected applicants went to
competitors
My Role and Responsibilities
I oversaw the design of the Freedom Rise credit acquisition experience.
01
KPI and OKR Development
Established key performance indicators and
objectives
02
Research
Developed user personas based on data, identified
issues beyond the interface, focusing on judgmental
lending
03
Iterative Process
Refined the approach and conducted a small-scale
pilot
04
Analysis & Implementation
Working closely with cross-functional teams to
redesign the lending acquisition system
"The challenge wasn't just designing an interface, but reimagining an entire system that was fundamentally flawed for an entire generation."
Stakeholder Map
Freedom Rise Initiative
DESIGN
• UX Design & Experience
Strategy
• UX Research
PRODUCT
• Product Managers
• Project Managers
DATA
• Data Insights
• Data Scientist
• Risk Modelling
• Credit Analyst
TECHNOLOGY
• Engineers
• Q/A Testers
• Architecture
LEGAL & RISK
• Legal Counsel
• Compliance
• Risk Analyst
BUSINESS
• Judgmental Lending
• Manual Underwriters
• Process Analysts
• Requirements Analyst
Project Goal
The goal of the project was to increase approval rates for Gen Z applicants by at least 15% by
redesigning the Freedom Rise acquisition experience and rethinking lending criteria to better support
first-time credit users with limited or no credit history, without increasing default risk.
Research
I conducted qualitative interviews with 40 Gen Z applicants who had recently been rejected.
"I didn't even know I got rejected until I got an
email. I just assumed I wasn't eligible."
— Gen Z applicant, 22
"I've had a job and paid my rent on time for
years. How is that not enough?"
— Gen Z applicant, 24
User Journey
Awareness
Research
Application
Rejection
Aftermath
ACTIONS
Sees bank's credit card
ad online
Visits website,
compares starter cards
Fills out application,
adds employment and
bank info
Gets a mailed letter
stating she's declined
Tells herself she'll try
again later. Doesn't
revisit that bank
EMOTIONS
Hopeful, Motivated
Curious, Cautious
Nervous, Uncertain
Embarrassed,
Confused
Defeated, Frustrated
THOUGHTS
"Maybe now I can start
building my credit."
"Which one can I
actually get approved
for?"
"I hope my job and
savings are enough."
"I'm doing everything
right- why am I not
good enough?"
"Maybe credit just isn't
for me."
PAIN POINTS
Doesn't fully
understand credit
eligibility requirements.
No clear path for those
with no credit history.
Form feels generic, no
indication of likelihood
of approval.
Vague rejection reason,
long delay in response.
Loss of trust and brand
abandonment.
OPPORTUNITIES
Educate users on "what
makes you
creditworthy" upfront.
Add a clear "New to
Credit?" guided
experience.
Pre-qualification or
soft check option
would reduce anxiety.
Offer real-time or
clearer feedback with
supportive tone.
Follow-up with
education and
alternative product
suggestions.
Initial Hypothesis vs Reality
Initial Hypothesis
Interface issues were the main barrier.
Reality
Interface design accounted for only 4% of
problems. The root cause was the traditional,
judgmental lending criteria.
What customers see: UI
A styling and data layer that is surfaced to customers
Infrastructure: Channels + Digital
Powers the engine that determines what is showcased to the user
What customers need: CX
Generates frames and journeys to close key gaps
Initial Approval Process
Initially, the approval process relied solely on credit scores, which proved ineffective due to the lack of credit
history among Gen Z individuals.
Start
Complete Application
2,130,294
1
STRATA* Prescreen
2,061,263
2
CREDIT BUREAU (CBR pull)**
1,905,494
End
DECLINE LETTERS
1,333,846
*STRATA: Strategic Risk Assessment Tool
**CBR: Credit Bureau Report
Iteration & Implementation
Reframing Risk: The Case for Secured Credit
Secured Credit Card
• Refundable deposit required to open an account
• Low risk to the issuer
• Low-fee cards available for bad credit
• Credit limit is based on the amount of the deposit
Unsecured Credit Card
• No deposit or collateral required to open an account
• High risk to the issuer
• Low-fee cards usually require good credit
• Credit limit is based on credit profile and income
Pilot Test: Finding the Ideal Deposit Amount
Objective
Determine the optimal secured deposit amount that indicates responsible financial behavior without
creating unnecessary barriers for young, first-time applicants.
Pilot Setup
Participants: 500 previously declined applicants (ages
18-24, no credit history)
Duration: 3 months
Deposit Amounts Tested
Group A: $100
Group B: $250
Group C: $500
Outcome
$250 deposit provided the best balance of affordability, responsibility, and meaningful commitment.
Deposit Amount
Acceptance Rate
Consistent Payments
$100
High (92%)
Moderate (68%)
$250 ✓
High (88%)
High (85%)
$500
Low (42%)
High (90%)
Results and Takeaways
01
Let data tell the true story
Moving beyond assumptions to uncover the real barriers
preventing Gen Z from accessing credit
02
Look beyond the symptoms to find
the root cause
Interface issues were only 4% of the problem—the real issue was systemic lending criteria
03
Restructuring the need as a business vs. design problem
Framing the solution in business terms helped secure stakeholder buy- in for systemic change
Final Impact
Approval Rate Improvement
+23%
Increase in Gen Z approval rates
Exceeded the target of 15% improvement by
implementing secured credit card option with optimal
$250 deposit
Business Impact
Customer Acquisition
+35%
Competitor Migration
-28%
Payment Consistency
85%
"Sometimes the biggest design challenge isn't what users see—it's changing the
system they can't see."
This project taught me that true user experience design sometimes means stepping outside the
interface entirely. By addressing the fundamental lending criteria rather than just the application flow,
we created lasting change that opened credit access to an entire generation.