Amex Blueprint Line Of Credit – Having worked in the financial services industry for the past 10 years, I am very familiar with the various credit cards available in the market. There are credit cards for different income levels, interests, genders, needs and lifestyles. At last count, there are about 100+ cards on the market! No doubt you can find a card that is right for you.

But here’s the problem: How do you filter through all the banks and all the different cards a bank has to offer to find the one that’s right for you?

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To deal with this problem, many banks have credit card comparison and filtering features on their website. The hope is that potential cardholders will be able to easily find a card that fits their needs and apply. And as more and more users access information through their mobile phones, it almost goes without saying that a website should have a responsive design.

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Perhaps it was this context that informed our website redesign project, focusing primarily on:

Like all UX professionals, our team of 3 wasn’t going to accept short discussions at face value! We will try to learn everything we can about our users and the market, come up with one workable solution that can demonstrate our capabilities and hopefully win that customer over. Yes, in just 2 weeks!

A 4-phase process was used for this project. Click on the links to go directly to the section you are interested in!

We did an analysis of American Express as a company. The Business Model Canvas was a useful way for us to see his business model and cost structure at a glance. Click here for a closer look (PDF).

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A key feature of Amex was its high positioning and, accordingly, the high-value, high-end customers it could attract to its business partners.

In addition, it operated on a cost-based business model, focused on getting its cardholders to spend money, as revenue is mainly derived from merchants. Merchants will be charged a percentage of each transaction, and this is Amex at its best (and its merchants) to get cardholders to spend often and spend big.

The obvious implication is that Amex needs to find a way to increase usage of its cards by frequently reminding of current and company-related promotions.

For user interviews, my teammates and I brainstormed using topic maps and prepared questionnaires. I liked how we grouped the questions into topics. Entities serve as clues for us to delve further. They also ensure that we don’t get so caught up in all the questions that we forget that we’re actually trying to learn more about the larger issues.

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A total of 8 users, mostly in their twenties and thirties, were interviewed. The main criteria for selecting our users were:

Of the 8 users, 3 were Amex card members. Our interviews took place over 2 days and were mostly recruited from our personal network.

I was especially interested in interviewing my former colleagues who have been working for no more than 2 years and have just graduated from university. In my opinion, they would be prime targets for credit card companies to expand their base, as newcomers usually look to apply for credit cards almost as a sign that they have entered the real world of work.

In a quick excerpt from a usability test on Amex’s current mobile site, you can check out how one of our users suggested learning more about the cards.

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He saw that there was little information on the mobile site, and instead of trying to explore the mobile site further, he decided to browse the entire site. When he did, luckily the MAPS category was still available to view without having to scroll and he was able to quickly click to get the map information.

And when he did, we got a mobile-optimized view of all the maps! So Amex had a mobile-optimized screen on all of their cards, but a home page that was barely mobile-friendly prevented people from exploring further. It was definitely the first thing to fix!

Our users generally found the application form easy enough to fill out, but may have felt that there were too many fields to fill out. Additionally, document uploads occurred after the entire form had been submitted, and there was a reluctance to upload required documents thereafter unless a reminder was provided.

The SUS (System Usability Score) in our usability test was 63, which was somewhere between a C and a D for how satisfied users were with the site.

American Express Mobile App

From the results, we identified 5 key ideas that helped us define the problem and formed the basis of our solution.

Idea 1: I choose my credit cards with rewards that fit my lifestyle. Card rewards should match how the user lived. When she was a foodie, all she needed was a card with dining privileges. When he flew frequently on business, the air miles card was a no-brainer. Users usually apply for a card to get 1 key benefit and usually not much else.

They knew there were many cards with different benefits, but the sheer number of cards overwhelmed them, so they expanded only the ones that mattered most to them.

“I have to eat out a lot because I’m a food and beverage consultant and the 6% cash discount at restaurants was fine with me. “I canceled the card because I don’t drive that often anymore.”

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Perception 2: I trust and rely on the recommendations of my friends. Word of mouth clearly outperforms all other ways to increase awareness of the card and greatly increases the likelihood of applying for the card. And once they rely on the recommendations of their friends and decide to apply for a certain card, they only go online for more information. They can do a quick map comparison, but it’s not detailed.

“I didn’t do much research because my sister told me it was good. “My mom and my friend have the same credit card; they recommended it to me so i got it.

Idea 3: I don’t think credit card programs are seamless. They don’t find it easy to apply for a card online. So, even if they intend to apply for a particular card, the application process, which they find long and tedious, discourages them.

Idea 4: I prefer to use contactless payments. Interestingly, many of our respondents mentioned using Visa Paywave when using their credit card. They liked to wave their card in front of the terminal to pay.

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Idea 5: I pay my credit card bills using a mobile app. People are increasingly moving away from using AXS to pay online to simply using the mobile app to pay their credit card bills.

Some also mentioned that they wanted to do more transactions through their mobile phone, such as easily tracking their spending, checking their rewards list and making repayments, and increasing their credit limits.

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Both characters had a hard time getting their cards or credit limits up. Both of these transactions required uploading of revenue documents, and currently the process was not seamless. For example, to hand over the calculation sheet. The potential applicant had to scan the document (how many people have a scanner at home?), save it as a file, and then upload the file during the application process.

We decided to focus on Sarah’s character and came up with a storyboard based on the scenarios she might face.

Sarah meets her friend Amy because it’s Amy’s birthday and she wanted to treat her. Sarah realizes that if she had an Amex card, she could get 50% off her food. Amy has an Amex card, but there was no way Sarah would let Amy pay for her birthday meal first. So Sarah left the dinner upset that she could have saved so much more if she had the card!

We also introduced CJM to gain more clarity on the potential touchpoints Sarah could go through. We saw key opportunities at the stages of application processing (including uploading documents), card approval and issuance, and card activation.

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From CJM, we worked on the other side of the coin, the service plan. The diagram depicts Amex’s processes (both internal and external) that service Sarah.

As we have already noted

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