"Focus on improving user referrals through refining existing schemes and functionality, as well as creating new initiatives and features."
Client
American Express
2019-2021
Contribution
User Experience
Product Design
01
Help American Express increase user referrals and enhance the overall user experience on the platform.
Our team took the lead on the UX and UI design for multiple projects, leveraging our expertise to create visually appealing and intuitive designs that were aligned with American Express' brand and user needs.
To ensure that our designs were effective and aligned with user preferences, we prepared prototypes for user research sessions, including A/B testing and in-person focus groups with existing customers.
Our responsibilities included:
Product Design
We conducted research and testing to gain insights into user behaviors, pain points, and preferences, and used this information to create wireframes, prototypes, and designs that addressed these needs while meeting American Express' business objectives. We focused on creating visually appealing and intuitive designs that aligned with the brand messaging.
User Experience
Creating intuitive and visually appealing designs that provided a positive user experience. By taking this approach and leveraging our design thinking, research, and creativity, we were able to help American Express increase user referrals and enhance the overall user experience on their platform.
02
Project Sisyphus
Initially, the prospect landing page for American Express cards used minimal content to offer a simple overview of the card, which catered well to more savvy Cardmembers. However, we questioned whether this approach was hindering acquisition rates and proposed a new landing page design that positioned each card as a premium product, akin to Apple's online product positioning.
The challenge was to create a modular template, that explored a more premium experience, that could be quickly adjusted to specific products and allow for rapid testing in different markets. I designed responsive modules for all devices and wireframes for a CMS system that made content management easier.
Our work resulted in a landing page design estimated to produce a 5% increase in new account acquisitions after recent testing in Germany and Sweden. By positioning each card as a premium product and improving the content, we were able to create a more compelling user experience that increased customer acquisition rates.
03
Compare Cards
We developed a new compare card component for American Express. By organizing the card copy into a simplified table format, customers could easily compare key differences and similarities to find the most suitable card for their needs.
Starting with journey mapping and wireframing, We oversaw the prototyping and user testing phases, ensuring that the final product would be effective and user-friendly. Working closely with the Amex Design Language System, we incorporated existing components and styles to maintain consistency throughout the design and ensure a quick production process.
After the component was deployed in January 2021, it showed a significant positive lift in acquisition rates. This resulted in an estimated business impact of over $50 million, demonstrating the effectiveness of the new design in driving customer engagement and acquisition.
