Longtime Huge client American Express asked us to help transform its approach to acquiring new Card Members across desktop, tablet and mobile channels. The goal was simple: make it easy for different kinds of potential Card Members to quickly get approved for the Cards that are right for them, on their channel of choice.
We designed simple and clear steps as users learn more about American Express Cards and move toward application. The experience is direct and meets users where they are, so potential members can get the information they need and begin the application process on any device and platform.
To harness existing user behaviors and preferences, we created a familiar browsing experience for Cards inspired by digital and mobile best practices we’ve helped pioneer for major e-commerce clients. Users can easily explore and narrow the wide selection of Cards by offer and unique rewards programs and services. We built in easy comparison between Cards and introduced ratings, reviews and even interactive quizzes to accelerate the process.
To ensure that the new experience satisfied both users and business needs, Huge and American Express spent over one year testing and optimizing the acquisition journey. We designed the system to accommodate a combination of usability testing, A/B testing and multivariate testing—at industry leading levels—to create the most optimal module combinations per page.
The results speak for themselves. American Express reported a 41% increase of potential members who submit an application on desktop. In addition, citing the innovative comparison tools and features and simplified application process, Forrester named American Express the number one site in its 2013 Credit Card rankings.