AMERICAN EXPRESS
CARD MEMBER PERSONALIZATION

  • CLIENT:

    American Express

  • CATEGORY:

    UX/UI, Desktop, Mobile

PROBLEM STATEMENT

Prospect (new users looking to sign up) user and Card Members (already have a card) are presented the same experience with very little to no personalization. How can we update the card member experience to better communicate with them, present relevant card benefits and content. As a business increase the opportunities to cross sell into a new card and present upgrade opportunities when they qualify, also take this opportunity to highlight non-card products.

User research, competitive analysis and initial user journeys

Worked with cross functional partners to identify current traffic source, conversion rates on cross sell and upgrade products, Identify journey and conversion drop off points. Analyze previous testing insights and validate new hypothesis through usability sessions.

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Identify Key Goals for online experience

Tailor the experience for our recognized/logged in members
Present an updated visual experience confirming that we recognize our user and present current card(s) information. Update language to a more personal approach, bring in personal information we know about our users where/when it makes sense.

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Surface cross sell and upgrade opportunities to members
Make it easy for card members to see their cross sell or upgrade opportunities. Clearly explain the benefits of cross sell or upgrading to a new card by using customers transaction data.
Clearly show card members non-card products they are qualified to receive
When a card member qualifies for a non-card product (ex: loans), surface that product with tailored message/insights for customer.

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Final Desktop Mobile Web UI

Existing card members are presented with a custom landing page. New landing page is tailored to use card members data and AMEX expertise to recommend tailored actions from cross sell to upgrades and non-card product recommendations.

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