UX/Strategy, Digital Product
Access by American Express
ACCESS by American Express

Project Summary

An experience design school project where we take on a client of our choice and propose a digital solution to help with an existing or on-going business problem.

For

School Project

Type

UX/Strategy, Digital Product

Date

2016

Role

Strategy, UX, Wireframe, Video Script

Team

Bruce Beh, Tobey Chen, Melinda Ng, Justin Poon, Janine Wong, Sid Zhao

Software/Tools Used

Illustrator, Axure, Flinto, After Effects, Final Cut Pro


The Pitch

A mobile app paired with an online site designed to allow American Express members to access a premium tier of their favourite experiences, building on American Express' desire to help their members live a more rewarding life.

Access By American Express Web and App Mock

Business Problem

American Express did not have a clear competitive advantage for customers to keep their AMEX cards as opposed to its competitors cards because it is a standard for banks and issuers to offer rewards and other spend-based benefits.


Research

Audience and Opportunity

American Express targets a more affluent clientele who spend on average two to three times more than other card issuers. These individuals often have fewer financial worries and are able to spend more freely. Thus, they are more willing to pay or invest in premium experiences such as VIP tickets and willingly pay higher prices for these experiences.

Within the United States, American Express has a total of 19 cards that we sorted into 3 predominant levels: Green, Gold and Platinum. Each card offers benefits that are unique to each level and our proposed solution maintains this distinction.

How do we get members to keep their cards

Click to Enlarge


Insight

Closed-Loop Network

American Express uses a closed-loop network which allows them to analyze trends and information on cardholder spending. It also allows them to provide customized offers to attract and retain customers.

With a closed-loop network, only American Express has the ability to utilize cardholder information to this extent. If their competitors attempt to mimic what American Express is doing based on our proposed solution, they won't be able to get the same value in data that American Express has.

We have a tremendous set of assets to draw upon -- our trusted brand, financial strength, the advantages of our closed loop and the data it provides, world-class customer service, and our proven ability to innovate in digital commerce.

- Ken Chenault (Chairman & CEO, American Express)

Desirability, Viability, Feasibility

Existing Frictions

The existing mobile app did not feature any already available membership experiences. The AMEX website where some of these experiences were listed did not appear premium or exclusive where most offers simply link to a partner site that is actually selling the ticket/offer.

Existing Membership Experiences

Business Value

Higher tier experiences drives higher spending falling in line with the "spend-centric" business of American Express. In addition, the more experiences purchased with an AMEX membership also leads to more incentives for merchants to become AMEX partners and non-AMEX members and merchants to sign up in order to get access to these higher-tier experiences and clientele.

Value to Stakeholders

Click to Enlarge



Development and Process

This section focuses on showing a brief summary of the development and design process. For a full breakdown of each design decision and how the project came to be, please feel free to look at our process book.

Process Book

Process Book (Click to Activate Viewer)


Customer Journey & Touchpoints

To begin the design process we began by looking at the customer journey of before, during and after the discovery and purchasing of a membership experience. Ultimately we decided the best way for us to intervene were touchpoints in the "during" process of a membership experience which included searching for an experiencing, choosing the right experience, purchasing the experience and attending the experience.

During Customer Journey Touchpoints

American Express Customer Journey "During" Touchpoints (Click for Full Journey Framework)


App Features

The main features we decided to include with our proposed solution largely came from the journey framework and touchpoints, as well as the pre-existing membership experiences website. Ultimately we decided on including the following main features:

Featured Events

Shows a exclusive variety of experiences that have very limited offers (quantity or time) and are available to all members regardless of their membership level.

Discovery

Freely browse and discover for new experiences by curated categories.

For You

Recommended experiences for each member based on data from the American Express closed-loop network.

Nearby

Events occuring within a specific range based on the member's current location (or a location of their choosing).

Favourites

A list of experiences that the member has shown an interest in or if they decide to not purchase an experience immediately.


Wireframes and User Flow

Based upon the features we've identified along with determining why and how our users might be interacting with our proposal we started to wireframe potential layouts that could incorporate the features we wanted. We also began to sketch out preliminary user flow diagrams to see how users would navigate through various screens and perform tasks.

Sketches

Sketches based on required features

Sketches

Preliminary user flow

We started to then put together a few wireframes depicting possible layouts and where key information could be displayed. Once we had a better idea of our user flow it allowed for us to refine our wireframes with proper navigation and menus. It also allowed us to link our wireframes together to see how a user would navigate through the different screens.

Preliminary Wireframes

Preliminary Wireframes

Refined Wireframes

Refined Wireframes with user flow

Having refined wireframes helped us determine whether our preliminary user flow made sense, especially when it came to how users would go from one screen to another without having to "backtrack" to return to a main screen. We wanted to ensure the main features of the app could be accessed without having to click "back" or have to dig through any complicated menus. This ultimately led to our final user flow as shown below.

Final User Flow

Final User Flow (Click to Enlarge)


Interactions

Although our design process was not always linear (the wireframes mostly served as a guide) after wireframes we moved onto working on visual design and interactions simultaneously. As group members were working to their strengths I provided a support position in the design of interactions that would not only improve user experience but also included aspects which encouraged and assisted with getting members to purchase experiences and upgrade their membership to the next level. Here are a few of the interactions below.

Browsing an Experience

Browsing an Experience
Browsing an Experience

We enhance the browsing experience in two ways. First is showing experiences that the user is looking for by organizing available experiences in simple yet distinct ways and second is minimizing distractions by automatically shrinking the header/title bar when the user scrolls through a page.

Discovery allows users to find what interests them. There are three panels for conducting a search which can be accessed through swiping to the left and right of the screen. The "For You" page utilizes data from American Express' closed-loop network to provide recommended experiences based on the members' spending habits and past purchases.

Viewing an Experience

Viewing an Experience
Viewing an Experience

Before committing to a purchase, users may want to read more about the experience so the buy button becomes stickied to the top when the user scrolls past it to find more information. This allows them to make a purchase at anytime without having to scroll back to the top. As a way to entice membership upgrades, the experience details passes available based on card levels should a member choose to upgrade their membership with American Express in order to obtain an even higher tiered experience.

We also decided to emphasize on large sized photos that are easily switchable allowing the user to get a good sense of what the experience is like and provides.

Purchasing an Experience

Purchasing an Experience
Purchasing an Experience

Since buying an experience is an important aspect we wanted to make this process as simple as possible by utilizing the very basic tap interaction throughout the process. The experience name and location comes along as the user taps the buying button to reassure the user they are purchasing the correct experience.

After purchasing the experience we hope to delight the user by reassuring their purchase is now safe in "My Events". The animation which shows the actual confirmation going into My Events allows the user to know where to look for the ticket they had just purchased.

Using an Experience & Enticing Upgrades

Using an Experience
Enticing Upgrades

When the user is ready to use their purchased experience, they are able to view and open the ticket right from the app. We wanted to make the experience seemingly tangible by animating the ticket folding down to show you its details.

As another way to entice membership upgrades, when a user browses through a category and the listings of available experiences runs out, the user is allowed a sneak peek into what a higher tiered membership offers.