SENIOR ux DESIGNER / OGILVY / AMERICAN EXPRESS 2005-10

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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