Amex
Members

Creating new Amex corporate member onboarding landing page that shows members their benefits and perks across categories. We also worked on defining an AR experience for the unboxing kit experience of the card via mail.
Role: Experience Designer
Tools: Figma, Reality Composer
Duration: 3-4 Months, 2022 (Siegel & Gale)
Conducted: Defining the user experience points for new members, design (web + mobile) decisions and defining, leading brainstorm sessions, research, persona definition, wireframes, journey Mapping and AR Prototyping. Worked closely with a design director and visual designers.
Amex has multiple corporate cards...
Each business corporate card holds benefits, travel, hotel and vacation perks in a different level. And each card holder has different needs, professional experience levels and lifestyles. These are some of the worlds of benefits offered through the corporate cards:
OVERVIEW
This project consists of 2 asks:
1) Your World of Amex - New and engaging digital card member journey for new corporate card members unboxing and exploring benefits across relevant user touch points. UX landing page and interactive module.
2) Big Reveal (Augmented Reality) - As part of the journey to unbox the physical new member corporate card, we designed an immersive AR experience for members to explore benefits and perks.  

This is a synopsis of the project highlights, for full walkthrough please contact me!
FIRST ASK :

Your World of Amex Landing Page +
Interactive Module

EXPLORE AND DEFINE
Identifying the persona group archetypes
After receiving statistics and research material from the client we defined the 3 corporate member card archetypes and defined a persona template that will serve for all personas. Our main approach was focusing on the psychology, lifestyle, pain points, core needs according to their work life balance, priorities and feelings as people in high achieving jobs with personal lives.
The template utilizes data visualization and infographics to best share and categorise persona info for each card member.
PERSONA TAKEAWAYS
This type of work helped us understand the lifestyle of all 3 archetypes and card types (Platinum, Gold, Green) and how our UX solution and necessary features for the experience. The media usage of each group, technology proficiency and simple presentation of information of benefits was an important takeaway. Another important takeaway was the emphasis of each card holder, some are older high achievers that are more interested in certain perks, family vacations and management content versus the high potentials that may be interested in growing their career or taking on business trips and conference travel meetings. All this helps dissect features on the landing and prioritization of content and level of interaction and engagement, especially for the interactive module - explored next.
JOURNEY
Unboxing journey touchpoints
We nailed down the journey from the physical card unboxing all the way to emails and an AR experience along the journey right from the engagement phase to the reinforcement and newsletter phase. We worked on multiple content strategy structures and media to creating various landing pages and digital experiences to onboard a new member and get them excited about the power they hold with an Amex membership.

The overarching approach was the unlocking of power when attaining a card and being part of the Amex club from a strategic stand point. In this part of the project we will focus on "The World of Amex" landing experience.
FIRST ASK - UX:

Interactive Module
Landing Page

LANDING PAGE UX
What is the digital experience when a card member joins?
Each card member lands on a digital landing page after the physical card unboxing and AR experience which allows them to get started. Setting up the card and exploring the app, discovering available perks, benefits and more business resources relevant to their card.

These wireframe iterations were designed after content strategy, page narrative exploration and presentation with the client to dissect relevant information. The order of actions when joining Amex and unlocking the card was crucial to the experience.
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Interactive Module
We wanted to create a module that brings benefit and perk exploration through an interactive experience that is playful but still on brand. Creating a way to discover all the power and possibilities of an Amex card through a relevant category (Business trip, team offsite, vacation and more) and successful storytelling.

I iterated on various ideas and sketches initially to get to this journey approach displayed on this wireframe that categorizes a storyline of a business card member and their possible benefits along the way. Each point on the route is a benefit - magnified on the far right (card) which holds a link to learn more.
FINAL MODULE DESIGN
Shifting to map layout - Interactive Module
The interactive module shifted after a couple client reviews and presentations to create an easier development lift and on brand experience. The map with multiple points that can be explored as the relevant perks and benefits help the card member click through easily and get linked to more information.

Here are the annotations for each element on the wire:
SECOND ASK:

Augmented Reality
Experience of the Unboxing

Creating a branded AR experience that elevates the card unboxing moment
In this aspect of the project we ideated and designed a branded memorable experience for the end consumer to explore benefits and perks when opening the box with the card. I was in charge of leading the ideation and brainstorming, created numerous prototypes with reality composer, led workshops, iterations, technical research and helped with conversations to hand off designs to the development agency.
Define and Explore
Main questions we had in mind were - what would be the lowest lift technically and what would be the most on brand experience. What is suitable for our persona archetypes, given their lifestyle, age and tech proficiency and media usage.

More considerations were the starting point of the experience (given they are at home/work), scan code, the physical box and material (materials chosen by the visual design team), etc.

These initial sketches were done to leverage the Amex logo through a blue box to be tappable for benefit and perk exploration.
Design the AR Experience Flow
We defined the necessary content types of perks and benefits to be discovered - according to business trip, dining and entertainment, home, off the clock and in between zones.

After numerous brainstorm sessions and sketching we narrowed down on the experience flow shown below with descriptions. The key approach is to present the wide world of possibilities in the defined categories so users can tap on arenas or buildings to learn more about benefits.

The next wireframes show the initial permission ios screens that are important for privacy and the actual unboxing design experience with the unfolding of world coming out of the box.
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