American Express cardmember referral process

Goals

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.

Challenges

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.

Results

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.

My contribution

Process design

Business analysis

Concepting and ideation

Interaction design


Existing cardmember referral process

Analyzing the Existing User Flow.png
 

New and improved cardmember referral process

Enhanced User Journey.png
 
Cardmember Who Has More than One Card: Selecting a Card to Recommend.png
 
Cardmember Who Has More than One Card: Selecting a Reward.png
 
Cardmember Who Has More than One Card: Entering Referral Information.png
 
Cardmember Who Has More than One Card: Referral Summary.png

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