15Five

Growth

Membership rewards at AMEX represents everything points related including how cardmembers can ear points and use points for things like flights, hotel stays and exclusive events.

As part of the design system rollout and rebrand my team was asked to refresh the point summary experience. We learned cardmembers were struggling to understand program rules particularly how bon-using categories worked and the points vesting period worked. This refresh was a strong opportunity to address cardmember pain-points and reduce internal operational costs.

if you have an eligible card, visit the experience.

Team

  • Product Design Lead

  • UX Researcher

  • UX Writer

  • Engineering Lead

  • Product Manager

Duration

  • 3 months

One of the biggest challenges was …. and brevity in communicating the complex program rules that compounded with each new card.

Stakeholder management

The second challenge was managing stakeholders. This includes insights, expectations, goals and updates. For an experience with so many recurring visitors that intersected with so many many other parts of the product. Misalignment presented itself as a growing list of requirements, excessive feedback loops and new ideas.

A design studio was invaluable in gathering insight priorities and feedback from different departments and aligning of a prioritized list of user problems to solve. Weekly to bi-weekly updates through the duration of the project also proved to be a valuable tool.

Connecting stakeholders and user insights

We left the design studio with a high fidelity layout of

The design reflected a design created by committee. But we put it in-front of users and invited stakeholders to observe users interacting with our design by committee layout.

IMPACT

By leveraging “rapid usability labs” we were able to test with 6 users in one day as to not slow down the development process. Insights were valuable for our team, other teams and the growing design system.

The refresh resulted in a 20% decrease in points-related call center volume translating to ~$73k in operational costs.

I'd love to share details about:

  • Overcoming misalignment between stakeholders

  • Getting rapid user feedback insights

  • Balancing new explorations and consistency with other experiences

tell me more