AMEX Mobile App Experience
THE CHALLENGE:
After several years and a successful launch of the Mobile Servicing App on iOS and Android, American Express challenged space150 to take the mobile experience to the next level. How could the app bring new aspects of the American Express experience to Cardmembers, beyond simple bill pay and balance checking features? Could a better experience draw Cardmembers back to the app more frequently than once a month to pay their bill?
RESEARCH AND INSIGHT:
Analytics showed that mobile users only used the AMEX app once or twice a month to pay their bill or check their statement or recent transaction activity. In contrast, Cardmembers visited americanexpress.com on their desktops two or more times per week on average, often being directed to robust content and features by awareness campaigns.
American Express’s core value proposition is world-class Cardmember service. With increased usage, desktop users seemed to be more aware and engaged with aspects of American Express beyond basic Card servicing. Can this deep well of benefits, offers and lifestyle content be brought to the mobile experience? But can this experience be uniquely mobile without simply replicating the desktop experience and structure?
THE SOLUTION:
SERVE. CONNECT. INSPIRE.
Serve better. Bring Feature parity from desktop to mobile. Connect Cardmembers to existing benefits and features of membership. Inspire them with new offers and content.
But do so in a uniquely mobile fashion. We don’t want to simply replicate the deep web experience on a small screen. Mobile users expect smart experiences that personalize and contextualize their experience.
SERVE.
Enhance and streamline existing servicing features. Default selections and options based on past activity or popular preferences.
CONNECT.
Introduce Cardmembers to American Express’s extensive Card benefits and world-class service in a contextual, relevant way.
INSPIRE.
Present Cardmembers with content and experiences relevant to them in real-time and in context for a more meaningful experience.
MY ROLE:
UX and UI designer
TOOLS:
Adobe Photoshop (High fidelity Mockups),
Adobe Illustrator CC (User Flow and wireframes),
Pen and Paper (Storyboarding).