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AmEx Mobile Innovation
DURATION: 4 WEEKS
We helped American Express to concept and prototype an iPhone and iPad app from the ground up to diversify their customer base.
American Express spent decades building a reputation on prestige. AmEx was interested in finding ways that technology, specifically mobile and tablet apps, could allow them to leverage the deep data they have on customers and merchants to provide a new set of tools and experiences that could extend membership value to a new set of users - not necessarily the affluent but the up-and-coming, tech forward younger potential members.
We kicked things off with a 2-day immersive workshop, bringing together general managers, product managers, directors, technical leads and designers. The AmEx team had already kicked around a number of ideas - rather than just add more ideas to the table, we introduced our own and helped them to synthesize and refine the concepts and features to a discrete set of scenario-based products which we could then mockup in low-fidelity for further discussion.
Above: 2 Day Innovation Workshop with AmEx Stakeholders
Our team worked with AmEx to help refine user stories based on the features that satisfied customer and business requirements and were technically feasible given AmEx’s scope of data and influence. The result were several succinct product goals and requirements for a single leading concept.
We mocked up several different concepts that satisfied the product requirements we had laid out in the previous phase. The mockups followed the user stories, clearly showing in customer terms what the values and opportunities were at each step of the interface.
* Mockups blurred and final design withheld due to confidentiality
Design & Prototyping
We created higher fidelity wireframe and then worked with the AmEx internal design team to create a visual presentation of the product for a major C-level internal demo.
We helped the AmEx team move from having lots of potentially good ideas to a single focused product concept that had strong potential to break through to new markets, and helped them to message the product in a way that gained internal traction within their organization. The product is currently being piloted with actual customers and merchants to test its viability in the market. While we can’t show mockups of the final product due to confidentiality, we’re excited to see customer reactions when the product hits the mass market.