Our team was charged to work alongside Ogilvy London to help realize a platform that would act as the international loyalty sites for American Express Platinum and Centurion card members to increase customer satisfaction with membership and benefit education.
I used the work produced by content strategy to work in concert with the lead creative designers and copywriter to determine a more intuitive navigational structure for their library of cardmember promotions and materials. I used stakeholder interviews and client-provided user research to identify pain points in the current customer service with the rest of the team, and helped design new journeys that would guide in developing creative concepts.
We used information about upcoming tech rollouts for the business to craft a model for how the user experience could be supported beyond just website interactions, and informed the client where improvements in their customer support process could improve member satisfaction. We worked with the client and London to run user tests of both the previous cardmember site and our own staged product to find insights and improvements.
The website was initially rolled out in over a dozen countries in multiple languages to great success — user satisfaction was high and page views on the website increased by over 850% (a number we definitely double-checked).