WorkPlayBio

Personalising value for business cardmembers

AMERICAN EXPRESS - UX | UI

American Express Business customers come in a variety of shapes and sizes - employees with a card, business owners with a card for themselves and employees, program managers who don't have a card but manage employee cards. They had no simple way of understanding the value in their cards based on their individual needs and were being serviced by a complex and disparate digital ecosystem.

UNDERSTANDING

The existing information architecture was mapped out to understand how each type of customer was being serviced. There were multiple properties talking about the same thing, sitting on different platforms with differing visual styles, some optimised for mobile devices, some not – it was a rabbit warren.

DESIGNING THE EXPERIENCE

Once the information was understood, the new experience was designed to first identify what type of customer they were, which card was relevant to them and then filter the information accordingly.

PERSONALISED CONTENT

Once a user had defined their context, they were presented with a landing page that delivered a simple, personalised and more relevant experience. Only displaying content to suit their needs.

HIGHLIGHTS MODULE

The most relevant features were highlighted up front, with an overlay panel revealing further detail if needed.

BUSINESS STORIES

The core benefits of each card were demonstrated through business stories, showing the card being used in typical business situations. This provided users with a more relatable context to understand card value.

FILTERED LINKS

With an extensive number of potential contact points for American Express, only the most relevant were displayed.

CALL BACKS

Wherever users sat within the experience, they had the opportunity to request assistance via a call back. Data around their journey was also submitted to provide more information to the service team.

CALL BACKS

Wherever a customer sits within the experience, they have the opportunity to directly contact the service team or request a call back. The call back request would also send data to the service centre about what the customer has selected and viewed, saving time asking questions.

KEY OUTCOME

34% increase in time spent on page

CONTACT

I’m always open to new opportunities, collaborations, chats. So say hello@karlreynolds.com