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CompanyAmerican express
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RolePrincipal designer
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ServicesUser experience, Visual design
Amex Israel decided to redesign their App, focusing on Membership Rewards and maximizing points usage while maintaining the prestige of the brand
Discovery
The first thing was to understand the company’s goals, app usage statistics and interviewing consumers. Results showed that only 15% of the customers where using the app and their points. That was because the rewarding System was too complicated and people just didn't understand it. Another thing that helped is to see how reward systems are being used around the world, who’s doing a good job and why.
Rewards? no, entire experience
The main concept was offering the users a bundle that was curated by individual related rewards, giving the client an entire experience maximizing points and bonuses.
Ux proccess
After a fun values workshop, choosing 3 main values as guidelines and after hearing the voice of the customer 3 personas with 3 different card types and consuming behavior were created. Each persona got a specific description of a week's journey in order to imitate it’s card usage, discover pain points and opportunities. Using focal groups with real Amex clients helped to examine the user's reaction and feedback on concepts and wireframes and was highly effective in decision making.
with a focal group of clients
MVP’ing
Insights from the journeys and the genuine voice of the customers established the features matrix which was the anchor stone in forming the app’s MVP.
Illustrations
In order to create a more appealing & unique look & feel 120 illustrations were created for the different categories of the rewards so the Amex content curators would have a variety to choose from. Each category had a different color palette so the user will easily differentiate between the different rewards types.
Illustrations by the one and only hilinoy.com
Home screen
Quick overview
Culinary rewards (category)
Reward downloaded
Reward screen
Where to next?
