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DISCLAIMER FOR CHASE CASE STUDIES

Due to prior contractual obligations, all JPMorgan Chase case studies have been recreated and purposefully anonymized to exclude any information pertaining to the company. Carol-Anne could not exit her role with any design work she produced.

Aira Visual Interpreting App

Assistive Wearables Usability Research

Aira Research Outside Chase Branch NYC_e

PROJECT OVERVIEW

Aira Visual Interpreting App Usability Research

The Aira Visual Interpreting App research project focused on improving the in-branch and ATM experiences for a large bank's blind and low-vision customers. Through the bank's Branch Innovation Lab, we explored how assistive technology could address accessibility issues, enhance customer interactions, and increase inclusivity in banking

Context Innovation project within the bank's Innovation Lab. The Aira app connects blind or low-vision individuals with a live visual interpreter via a 1-way video call. This research was designed to assess Aira's usability for routine banking tasks and gather insights that could shape the future integration of assistive technology within Chase branches

The Ask To secure funding for consumer research on how assistive technologies like Aira could improve branch and ATM experiences for blind and low-vision customers. The research succeeded in establishing that an on-demand visual interpreting service would enhance accessibility and customer satisfaction

Client JPMorgan Chase, Branch Innovation Labs

Focus Improving the branch and ATM experiences for blind and low-vision customers through assistive technology

Methodology Service Design, Systems Thinking, and User Experience Design

Research Tools Direct interviews, observational studies, usability testing

Role Researcher + UX Design Lead

Team + Stakeholder Collaboration Branch Innovation Lab, Accessibility Stakeholders, AIRA Product Owners, Branch Bankers, Telephone Bankers

RESEARCH STRATEGY

Carol-Anne and team applied Service Design Thinking to develop a user-centred research approach that focused on key touchpoints in the customer journey.

Arrival at the branch How blind or low-vision customers navigate to and within the branch

ATM transactions Using Aira to locate an ATM, initiate and complete a withdrawal

Teller interactions Using Aira to find a teller and complete a deposit

The methodology was grounded in systems thinking, ensuring that each interaction between the customer, Aira technology, and branch personnel was accounted for.

Research Questions

How can the Aira app enhance the ATM experience for blind and low-vision customers?
What are the main barriers to completing teller transactions independently?
How can Chase branches better support assistive technologies to improve inclusivity?

THE PROCESS

Field Research Setup

Timeline ~Eight weeks from preparation to reporting

Locations Bank branches in two large American cosmopolitan cities

Participants A mix of blind and low-vision customers across varied age groups, genders, and races. Eight participants were recruited per location to ensure that at least six could complete each market test.

Tools + Technologies

Aira Assisted with locating ATMs and tellers and facilitated communication between customers and bankers.

Language Translation Technology In tandem with Aira, other assistive technologies were explored as ways to assist customers with limited English proficiency.

User Research + Testing

In-Person Usability Testing
- Participants conducted two typical transactions:
  - Use Aira to locate an ATM and withdraw $20
  - Use Aira to navigate to a teller and deposit the withdrawn amount

Aira's usability was assessed in real-time during these transactions.

Interviews + Observation

Interviews 15-minute deep-dive interviews on banking habits, accessibility challenges, and the impact of visual impairments on the banking experience.
Observations 45-minute usability testing sessions to gather first-hand insights into the app's effectiveness.

Data Analysis

The team collected data on pain points, customer satisfaction, and Aira's overall usability in facilitating transactions.

User Flow of a Blind or Low-Vision Branch Customer Journey Using AIRA App

Userflow of a blind or low-vision branch customer's journey using the AIRA app

KEY FINDINGS

Improved Branch Navigation

The Aira app successfully helped blind or low-vision users locate key services (ATM, teller) with ease, reducing stress and confusion during branch visits

Reduced Transaction Time

Using Aira, users completed transactions quicker than with other assistive tools. This streamlined process contributed to a more positive customer experience

Real-Time Feedback for Further Development

Customer feedback revealed opportunities to further improve the app’s interface and ease of use, create bespoke branch customer service through training the bank's telephone support staff as AIRA interpreters, particularly during initial onboarding

KEY LEARNINGS

Accessibility Challenges Identified

Pain points for blind and low-vision customers occurred during navigation to ATMs, teller counters, and self-service kiosks
Feedback from customers indicated the need for more intuitive, accessible digital interfaces and enhanced in-branch signage in multiple languages

User Feedback on Aira

Participants found Aira helpful for navigating both ATMs and teller counters
The app improved transaction times and overall satisfaction with branch visits
Some customers mentioned a learning curve in understanding how to maximize the app’s potential

OUTCOME + IMPACT

The research demonstrated that assistive technologies like Aira could significantly enhance accessibility for blind and low-vision customers. The insights generated during this research informed future product iterations and led to recommendations for expanding Aira’s usage across more bank branches.

Systemic Recommendations

Improving Signage Clearer, multi-language signs with tactile elements could further aid customer navigation.

Training Branch Personnel Empowering staff with better tools to assist visually impaired customers through Aira.

Scaling Aira Usage Expanding the app’s functionality to serve customers beyond basic transactions—integrating it into online and mobile banking.

Increased Inclusivity

Aira facilitated smoother in-branch transactions and ensured that visually impaired customers could independently complete banking tasks.

Future Recommendations

Based on real-time user feedback, we recommended that the bank explore an enterprise scaling and complete integration of Aira into branches to improve the experience for blind and low-vision customers.
Further research was suggested to compare Aira with competing apps, assess transaction speed improvements, and identify where this technology can best supplement existing accessibility tools.

NEXT STEPS

Qualitative Research

Plan future studies to gather more insights from a broader demographic

Expansion of Use Cases

Explore how the Aira app can be used across more service touchpoints, such as online and mobile banking

Technological Enhancements

Integrate Aira more deeply with Chase's existing branch technologies, ensuring seamless service for all customers

DESIGN THINKING METHODOLOGY

Service Design was at the heart of this project, addressing key customer touchpoints (arrival, ATM use, teller interaction) and ensuring a holistic user experience that considered branch navigation, transaction efficiency, and user independence.

Visuals and System Mapping

Several artefacts were created to show the research process

Customer Journey Map Depicting the journey of a customer with blindness or low vision from branch entry to transaction completion.

Service Blueprint Showing the interconnected systems (Aira app, branch technology, personnel) and how they interact to facilitate accessible transactions

Feedback Infographic Displaying key statistics from customer feedback on Aira’s usability, the bank's preparedness for customers with disabilities, transaction speed compared to customers without declared disabilities, and customer satisfaction with the service, the transaction, and the process.

CONCLUSION

The Aira usability research underscored the critical role of assistive technology in fostering inclusivity and accessibility in banking. By gathering direct feedback from users, we gained valuable insights into how visual interpretation services can enhance branch interactions, reduce transaction times, and ensure that Chase branches remain leaders in accessible banking.

This case study exemplifies how inclusive design and innovative thinking can transform customer experiences for marginalized groups, leading to a more accessible and inclusive banking environment. The use of the Aira app in branches underscores the role of technology in enabling independent navigation and transactions for blind and low-vision customers.

This case study aligns with Carol-Anne Ryce-Paul’s human-centred approach to design, ensuring that all users, regardless of ability, can access financial services with dignity and ease.

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