Despite recent changes in commerce which has led to major changes in consumer behavior and expectations, we realized the unique strength of American Express with respect to its consistent quality of service.
To retain and build upon this foundation we advocated they continue to:
- Sell premium cards (physical and digital)
- Provide exclusive access
- Provide exceptional rewards through points
- Communicate status and prestige
After dissecting key pieces of the member experience, we determined that our focus needed to be American Express' presence in the day-to-day lives of their members. By forming relationships that feel more like partnerships, members can receive tailored solutions to prevent common problems a cardholder may encounter.
To accomplish this we created three experience principles that would anchor the brand into an individuals daily routine.
- Reinforce safety and security
Focusing on safety and security will inspire a member's confidence in AMEX's service.
- Activate service
Providing key features exclusive to AMEX members fosters financial knowledge and well-being.
- Embrace change
Being adaptable allows AMEX to keep up with the variety and speed of change in an indvidual's habits and needs.
Introducing a new feature
Not only did we want to show how American Express could evolve visually, but how they build on their relationship with their members. We wanted to build and design a user flow that embodied our experience principles.
Currently, American Express categorizes the cardholder's transactions and provides a helpful pie chart for their members. We took this a step further a proposed a "Create a budget" feature within the mobile app. By providing this feature, it pivots American Express from a transaction institution working on their members to a financial adviser working for their individuals.
By providing services such as this, members would see benefits that sows trust in the brand while inspiring confidence for various other features.
First, we sketched out a "create a budget" user flow.
Second, we internally tested the flow via Marvel to see if it made sense.
This flow illustrates our proposed onboarding process for a first-time user of the American Express app.
We start with enabling security features, then dived into personalizing the experience where users can decide which AMEX app feature want to customize.
After testing with low-fidelity wireframes, we made some improvements:
- First we decided to add more verbal direction in helping the user through the welcome process
- Second, the verbal design was modified to be more friendly and human where cues were changed from "Let's configure your settings" to "Let's get you set up"
- The initial design for the budget screen was based off of services like Mint where the user could either input a number or use a linear scale. After feedback, we changed the scale type to be a circle as it advocated a more natural gesture.
- Finally we added the capability of AMEX notifying the member if they hit certain milestones like getting too close to hitting their budget, or celebrating along with them when they're consistently under-budget.