The $1B Design

Design That Grabs Customers

I led a team of 10 for the design and development of a new eCommerce and customer acquisition system for AMEX. Many customers were bailing on a complex card application process that had to account for many different products and customer types.

How do you get more customers to navigate a complex process to sign up for credit cards, cross-sell, and up-sell?

The answer is: micro-interactions!

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How We Did It

I led an agile, global team of 15 designers and developers to identify all kinds of [mostly] small, design, business, and usability issues. We fixed them using a process I created that incorporates rapid prototyping and rigorous user testing.

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The Result

The new design had clearer messaging and interactions for multiple user types, which resulted in fewer user errors and abandonments. Customers can now re-use saved application data from any existing account when they apply for a new card, saving tons of time.

The result delivered $1B per year in direct revenue according to an official client report.