Amex Membership Rewards
At American Express I lead product design for the Membership Rewards (MR) Experience. A vertical including resources for acquiring, monitoring and using reward points for just about anything. During my tenure I led the redesign of 3 experiences within MR. I collaborated closely with UXR, Content, PM and engineers; and talked to users or cardmembers (CMs) regularly to create impactful and usable experiences for Amex’s 6 million daily U.S. visitors. I’m deeply energized by simplifying the complexity thats inherent to financial applications.
Points Summary
Through a series of iterations and user feedback loops, my team and I leveraged a brand refresh and design system rollout to address chronic user pain points. The redesign centered around transparent communication which supported cardmembers’ understanding of how their points work enabling confident leverage of reward card benefits. This update resulted in a 2% spike in points redemptions and a key insight is that using the language of the users, vs. internal jargon is essential for a usable experience. I’d love to share more about this project with you realtime.
If you have an Amex Rewards card, visit the experience.
Points Transfer
My team and I refreshed an experience that previously required users to do a series of independent conversion calculations. This resulted in a ton of error messages, support tickets, “mistake transfers” and many customers opting to transfer points via the phone, driving operational costs. The refresh addressed all these with transparent communication/messaging, proactively addressing errors, better communication of system status and reducing the number of steps/clicks to complete a transfer. Additionally this experience drove transfers by 3%. Fun fact: Soft launch was in Norway and remote usability labs at the crack of dawn were tough! I’d love to share more in real time.
Navigation Refresh
I drove the redesign of a dropdown navigation to a more traditional and familiar pattern. I leveraged click analysis to define order and tree testing to ensure expectations aligned with reality. This update is more scaleable and reduced overall bounce rate, increased average visit duration and most importantly saved users from having to hunt for what they were looking for. I’d love to share tree test and other explorations.
Member Experiences
So many exclusive events, so difficult to find ‘em. This was the struggle of our users. I did exploration and visioning on Experiences journey which featured members only concerts, shows, dining events and more. Im happy to share more about this process, shoot me a message.
