AMEX: Online Card Replacement
Uplifted American Express’ Online Debit Card Replacement journey. By digitizing this experience, we can reduce redundant call volume and costs.
Highlight
Advocating for Design & Content
Year
2023
Deliverables
Content mapping
Wireframes
Site mapping
Prototypes
Mockups
Project Overview
Losing your card can be a daunting experience, disrupting your financial flow and leaving you reliant on your bank for a replacement. Until recently, replacing a debit card at American Express involved contacting the support center, which adds to the inconvenience and comes with higher costs than other support requests.
Recognizing the urgency of building this journey, we aim to deliver an effective and cost-efficient solution.
Impact
↘ Significant call reduction
↗ Digitization
Designing on a Timeline
Due to a short timeline, I found myself with the challenge of advocating for design. While dealing with tight schedules and technical limitations, I was still determined to improve the experience with small wins such as reducing the spaces between the cards and updating the typography of the labels.
The result was a strategic approach aimed at optimizing the experience within the given constraints and emphasizing improvements that could still make a significant visual impact.
Harmonizing with Content Design & Engineering
Collaborating closely with content designers and engineers allowed me to enhance the Online Card Replacement journey. Leveraging the matrix, I facilitated streamlined development, ensuring the smooth integration of design and functionality.
By workshopping with content designers, I ensured that every piece of copy harmoniously complemented the design, maintaining a consistent and engaging user journey.
This collaborative synergy elevated the overall user experience and showcased the power of interdisciplinary teamwork.
Ideating for the Future
After delivering the initial designs, my focus shifted to mapping out the complete journey for all instances of online card replacement within Amex.
Drawing from the insights gathered during my competitive research, I embarked on an in-depth exploration to uncover valuable insights. Carefully dissecting each case from the compiled competitive research, I extracted key findings that served as the cornerstone of our discovery phase.
This approach to discovery allowed me to begin designing wireframes that addressed existing challenges and pushed for innovation.
From Ideas to Wireframes
The in-depth exploration of sketches and wireframes played a pivotal role in persuading the product team to prioritize expanding the design in the near future.
By visually presenting the potential enhancements and illustrating the positive impact on user experience, the wireframes became a compelling tool to advocate for developing my design solutions.
Why this Design Matters
The redesign of the online debit card replacement journey caused a notable reduction in incoming calls for card replacement assistance.
This streamlined user experience empowered customers to successfully navigate the process online.
This positive shift exemplifies how effective design can not only enhance user satisfaction but also optimize operational efficiency by reducing the strain on customer service resources.
