American Express
Digital Experience Strategy - Card Acquisition
Role: Digital Experience Strategy Lead | Deliverables: Data analysis, current page audit, user behaviors, user needs, ideal state strategy, competitive audit, UX/design brief
Increased application rate ~10%
Challenge: The acquisition page for American Express’s Hilton credit card was not performing well. Bounce rate was high, and conversion was low. The experience needed to be overhauled to increase acquisition.
Approach: I grounded work in data by analyzing site metrics to understand user behavior. I then identified user needs and created an ideal state strategy for meeting them, partnering with UX and design teams to create a new desktop (shown below) and mobile experience.
Old vs. New Digital Experience:
User Need: Card Education
Old page
New page
Key changes:
Exposed all 4 credit cards, utilizing hover functionality to show individual card details
Instilled design and messaging hierarchy, including travel imagery for contextual cues
User Need: Card Selection
Old page
Functionality exposed questions one at a time, requiring users to click to the next one or back nav if they wanted to change responses
New page
Key changes:
Added filter functionality with all criteria exposed; users could change and clear filters with one click
Narrowed recommended cards in real time to reflect selected criteria
Old page
User Need: Card Comparison
New page
Key changes:
Added compare functionality so users could choose up to 3 cards for detailed benefit comparison
Used accordion functionality to truncate list of card benefits, giving users the option to see more information if/when desired