A proposal to redesign AMEX CANADA's Small Business prospect and card member site
Users often interact with the output of a larger process which includes - Strategy/Research/ UX Design/ Creative Development. Here are few artifacts from the concept development process produced for a redesign proposal.
AMEX Canada set forward to redesign two of its properties. A prospect site, which would introduce prospective consumers to the AMEX for Small Business Card. And the card member site, which was a portal for their existing cardholders.
As part of the UX process, I was able to evaluate the brand and its competitors; complete a comprehensive heuristic review on the existing site and interview business people and card holders to formulate specific personas. And ultimately, a set of wireframes were produced which guided the final UI design.
It was clear that AMEX, known internationally for its customer service was missing an opportunity to create a dialogue with its users, through the site. General messaging failed to resonate with the diverse set of users who have very specific needs. Based on our insights, the new design focused on informing and assisting small business users in order to motivate acquisition of card, increased card usage and repeat usage of online services and tools.
AMEX Canada set forward to redesign two of its properties. A prospect site, which would introduce prospective consumers to the AMEX for Small Business Card. And the card member site, which was a portal for their existing cardholders.
As part of the UX process, I was able to evaluate the brand and its competitors; complete a comprehensive heuristic review on the existing site and interview business people and card holders to formulate specific personas. And ultimately, a set of wireframes were produced which guided the final UI design.
It was clear that AMEX, known internationally for its customer service was missing an opportunity to create a dialogue with its users, through the site. General messaging failed to resonate with the diverse set of users who have very specific needs. Based on our insights, the new design focused on informing and assisting small business users in order to motivate acquisition of card, increased card usage and repeat usage of online services and tools.
Consumer Insights Research
Determing Audience Segmentation by understanding personas
This consideration/ Purchase funnel illustrates the key stages in the user's decision making process towards acquisition of an Amex/ frequent usage . The diagram also incorporates the different types of user personas (from prospective to cardholders) and their unique motivation and triggers.
Determing Audience Segmentation by understanding personas
This consideration/ Purchase funnel illustrates the key stages in the user's decision making process towards acquisition of an Amex/ frequent usage . The diagram also incorporates the different types of user personas (from prospective to cardholders) and their unique motivation and triggers.
User Ethnography
A persona doesn't match the profile of every single person who may be associated with that specfic user type. But it illustrates some of the shared traits and needs, while communicating a user's unique story. This persona was one of five detailed personas created as a result of interviews with different individuals.
A persona doesn't match the profile of every single person who may be associated with that specfic user type. But it illustrates some of the shared traits and needs, while communicating a user's unique story. This persona was one of five detailed personas created as a result of interviews with different individuals.
Content Strategy/ Competititive Research
Competitive Messaging
The Content Bubbles is a mapping excercise which illustrates the breadth and depth of messaging with a brand's online ecosystem.
Within Mastercard's website, key messaging centers around eg. Data Management, Savings, Credit Control, Small Business Owners, Application etc.
Related to each topic there are distinct sub topics/information nodes - eg. under Data Management - Expense tracking/ employee spending/account data protection/etc
Mastercard also has various affiliate banking partners - BMO, ATB, Cuets, NB - who fill the Brand's information gaps and offer information and services eg - Info on Employee Cards, Distict partner card features and added benefits and services like BMO's Info Blogs for Small Business Owners or Card Calculators.
This content map identified what and how Mastercard was communicating to users (prospects and cardholders) across a vast network of sites.
Competitive Messaging
The Content Bubbles is a mapping excercise which illustrates the breadth and depth of messaging with a brand's online ecosystem.
Within Mastercard's website, key messaging centers around eg. Data Management, Savings, Credit Control, Small Business Owners, Application etc.
Related to each topic there are distinct sub topics/information nodes - eg. under Data Management - Expense tracking/ employee spending/account data protection/etc
Mastercard also has various affiliate banking partners - BMO, ATB, Cuets, NB - who fill the Brand's information gaps and offer information and services eg - Info on Employee Cards, Distict partner card features and added benefits and services like BMO's Info Blogs for Small Business Owners or Card Calculators.
This content map identified what and how Mastercard was communicating to users (prospects and cardholders) across a vast network of sites.
UX Design
Smart Tools
Along with a Needs Analysis questionaire, that woud help users choose a card, enhanced Card Comparison tools and targeted messaging based on user history. Here are three of the various smarter modules that would be integrated at strategic points within the site. They would facilitate more interaction and information discovery - the modules could aid in decision making.
Smart Tools
Along with a Needs Analysis questionaire, that woud help users choose a card, enhanced Card Comparison tools and targeted messaging based on user history. Here are three of the various smarter modules that would be integrated at strategic points within the site. They would facilitate more interaction and information discovery - the modules could aid in decision making.
UX Design
Compare Cards Wireframes
Compare Cards Wireframes
Creative Output
Home Page
Home Page
Creative Output
Card Details Page
Card Details Page
Creative Output
'Tips and Advice for Small Businesses' Blog Post
'Tips and Advice for Small Businesses' Blog Post
Keefe Lee
Kezia Payne
Ella Potyrala
Mark Rozeluk
Kezia Payne
Ella Potyrala
Mark Rozeluk
