American Express

Customer experience strategy and servicing enhancements


Smart Design


The American Express Travel and Lifestyle site offers great perks for Platinum cardmembers, but it lacked a clear and consistent approach in effectively communicating these travel benefits throughout the browsing and customer booking journey. With as much data as American Express has on its customers, the site wasn’t leveraging this data strategically to offer a more personalized experience, especially for frequent users. Core pages in the site experience were redesigned and new concepts developed as part of a larger digital strategy to surface relevant benefit information and cross-selling opportunities at every stage, empowering Platinum card members to make the most of their benefits in context.

Two rounds of qualitative research with Platinum customers were conducted to surface gaps, insights and opportunities, as well as validate the final design and content solutions. The final strategy delivered content guidelines, a personalization strategy, recommendations and screen prototypes. The comprehensive strategy helped informed the brand’s larger communication relaunch last year. The new enhanced trip itinerary offers trip perks and enhancements in context (a hotel room upgrade, a hard-to-book restaurant reservation, an available airport lounge, etc.) based on travel preferences and history. The new chat bot feature helps better direct customers to the right assistance channel, whether this be booking questions, site help or Concierge service.