American Express needed prospective cardmembers to choose a card online instead of calling an agent, while making every new digital experience reflect a company-wide rebrand. The goal was to use Amex's proprietary data science to personalize the design itself, not just the content, and guide visitors to the right card without a sales call.
Financial Services
Visitors couldn't find what they needed to decide which card fit their spending habits, so they turned to chat and phone agents, driving up cost and call time. Working with our Lead UX Researcher, I spent days listening to call center conversations. The pattern was clear: the answers were already on the page, but strict brand guidelines that favored narrative over utility had buried them deep in long-form marketing content. The new rebrand risked making the problem worse.
