Online banking transformation for American Express
Context
I worked with American Express as the lead UX creative consultant on a digital transformation programme focused on redesigning the logged in experience for card members.
The work covered a suite of transactional tools used by customers to manage their accounts.
The situation
The existing experience had evolved over time, resulting in inconsistencies across different tools and interactions.
We aimed to redesign core areas of the logged in experience, including bill payments, transaction management, personal details, membership points, and notifications.
The work needed to be delivered incrementally, starting from a set of principles and redesigning each area in sequence, while maintaining consistency across the overall experience.
The work
I led the experience design approach across an 18 month programme, working closely with a multidisciplinary team and a client invested in research and long term improvement.
The work involved defining and applying experience principles, redesigning individual tools, and ensuring consistency as each part of the experience evolved.
A key part of my role was connecting decisions across different areas, so that each iteration contributed to a more coherent overall experience rather than a series of isolated improvements.
As the programme progressed, I developed a UX and design guide to support future development of the card member experience, providing a shared reference point for teams working on new features and enhancements.
What changed
The programme resulted in a significantly improved and more consistent logged in experience across a range of core customer interactions.
It also established a set of principles and design guidance that enabled the organisation to continue evolving the experience beyond the initial transformation work.
What this demonstrates
The ability to lead experience design across large scale, multi-phase transformation programmes, ensuring consistency, coherence, and long term sustainability.
