American Express cardmember referral process
American Express has some of the most loyal cardmembers in the industry. To capitalize on that fact, the company wanted to improve the existing mechanism by which current cardmembers recommend cards to their peers.
The existing process was convoluted and presented the customers with ample opportunity for drop-off. Despite incentives for both the cardmember and their peers, conversion rates were dismal.
The completely rethought process of card recommendations presents cardmembers with an experience that is both meaningful and rewarding. The new flow is shorter in most cases and removes friction, which should result in an increased completion rate.
Concepting and ideation