AMERICAN EXPRESS | Premium Cardmember Loyalty Sites

American Express Centurion

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Phase One UX journey concept.

American Express Platinum

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Content strategy — Offer-led topic pages should be structured as lenses into the benefits portfolio, and consistently promote the opportunity for cardmembers to progressively complete profile/preference information to ensure personalized offers and experiences.

70+ Centurion and Platinum cardmember benefits needed to be identified as global, local and/or elective — along with Amex’s back-end system sources — to support 18 global sites.

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Phase One UX journey concept.

PROJECT

Redesign of American Express’s international Platinum and Centurion loyalty websites, ensuring that both digital experiences reflect the best-in-class, premium experience that cardmembers expect.

APPROACH

This was the first of a multi-phase, UX-driven effort for both sites. As they represent two distinct audiences, the project required the work to run in parallel, on the same timeline. The strategic vision for both was to provide an integration of servicing, loyalty marketing, and benefits reinforcement.

Centurion

Our team evolved the member retention site from brochureware to a digital experience with an emphasis on world class, highly individualized service, showcasing exclusive luxury experiences. This necessitated:

Simplifying navigation
Elevating services
Concise and compelling copy
Providing a robust and responsive site search

Platinum

The focus of Phase One was to explain and promote member benefits and card offers in an accessible and engaging way, increasing card loyalty and spend. This necessitated:

Clear and intuitive access to the breadth of benefits and services
Simplified descriptions of offers and benefits
Straightforward, colloquial copy

OUTCOME

175% increase in site visits overall
853% increase in pages viewed overall
The content framework successfully scaled to support development of new content and tools in subsequent phases.

SERVICES

Content Strategy, Content Audit, Governance, User Journeys