Beyond evaluating the process of simply applying for an AMEX Card, space150 knew based on experience that the process of choosing a Card was a serious and complex decision for consumers. American Express offers Card products for a wide spectrum of consumers and businesses, making for a difficult and complex landscape to navigate.

THE SOLUTION:

The team broke down the overall experience into distinct phases.

Introduce & Educate: Introduction consumers to the core value proposition of American Express, it’s products and service.

Explore & Personalize: Provide several pathways for consumers to find the right Card product for them. Find a Card by lifestyle/experience. Choose a card by type (Charge, credit, rewards, business, cash-back, etc.), or get a personalized recommendation based on your social media profile.

Apply: Provide all relevant and required details, but optimize the application process for a mobile device.

Welcome: Engage a new cardmember, point in the direction of next steps to enrich their initial experience.

INTERFACE DESIGN

The apply user experience was deconstructed into easy to follow steps, providing a consumer with relevant options as quickly as possible. The interface was designed based on brand and mobile guidelines and was intended to work as a standalone mobile site, or as part of an in-app browser within the primary AMEX mobile app.

MY ROLE:

UX Lead, Visual/UI designer

TOOLS:

Omnigraffle (Sitemaps and wireframes), Adobe Photoshop (High fidelity Mockups)