AMERICAN EXPRESS

SENIOR ux DESIGNER / OGILVY / AMERICAN EXPRESS 2007

GLOBAL PLATFORM REDESIGN

Context

American Express commissioned a global redesign of AmericanExpress.com to modernise site architecture, improve transactional journeys and optimise conversion across multiple product categories.

The platform served diverse user segments, from consumer credit card customers to premium-tier members (including the Centurion / Black Card).

Problem

The existing architecture had evolved over time, resulting in:

  • Complex product hierarchies

  • Inconsistent navigation patterns

  • Fragmented transactional flows

  • Overlapping content and display logic.

The redesign required a unified structural framework capable of handling multiple card products, eligibility conditions, account states and promotional logic across global markets.

My Role

As Senior UX Consultant, I:

  • Developed structured user flows and wireframes for high-priority transactional journeys

  • Worked on premium product pathways, including Black Card eligibility and member experience flows

  • Leveraged behavioural data to inform navigation hierarchy and prioritisation

  • Facilitated stakeholder workshops to clarify requirements and align business objectives

  • Created indexed IA diagrams to model complex content relationships and display logic.

STRONGLY TYPED INFO ARCHITECTURE

USER DASHBOARD WIREFRAME

Approach

  • Applied behavioural analytics to refine navigation and product discoverability

  • Designed modular journey frameworks adaptable across multiple product types

  • Produced structured IA documentation to support accurate development handover

  • Presented research-backed UX rationale to cross-functional teams including marketing, development and product

  • The focus was on reducing friction in high-value transactional pathways while preserving brand consistency and regulatory clarity.

Outcome

  • Contributed to global platform restructuring for improved journey coherence

  • Strengthened alignment between product taxonomy and user mental models

  • Improved clarity in high-value application and account management flows

  • Supported scalable implementation through structured IA and documentation.

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