About the Project
For most of 2017 and part of 2018, I worked through a remote consultancy, Greenstone, on two projects with American Express: The Card Shop experience team & an Agile Marketing Pilot team.
After offering superior Membership Services for over 150 years, American Express found itself in a shifting acquisition landscape where Credit Karma and The Points Guy (affiliates) are converting leads into customers better than they are.
Prospective customers who come into the Card Detail pages either from external channels or passive navigation, demonstrate very high bounce rates and low submit rates. Mobile users in particular account for the highest visitation on average (400k per month), but also account for the highest bounce rate at 59.2%. This is the reality in which we began our partnership to optimize the Card Shop Experience.
In addition to the Card Shop team, I was the UX lead along with a visual designer, copywriter and developer for the first agile marketing pilot at American Express. Following extensive training, our team worked directly w/ the product owner and internal stakeholders onsite to define, design, test & refine 52 tests over the course of 30 weeks. The goal was to establish a cadence for design solutions to move through the approval channels so we could build, measure and learn at an accelerated pace.
- Product Strategy
- Experience Design
- Visual Design
- Voice & Tone
- User research, analysis & testing
- Conversion Rate Optimization (CRO)
- Agile Methodology