The challenge
American Express has been looking for a solution to reduce their 88% bounce rate on their acquisition funnel. Also, American Express want to increase the number of people starting the application process and most importantly, improve the quality of the leads.
The solution
We totally restructured the experience, to enable users, to quickly find card information. A key insight from user testing, was that users couldn't distinguish the brand from the product, and that in all parts of the decision process, users like to compare cards. The solution was to reduce the dominating brand area and ensure that all cards were one click away. Also, we worked in an iterative process with two core teams, each consisting of a UX, design and tech, with a steering team which helped to facilitate and guide the two teams. After the initial UX and strategy phase, the team worked using agile methodology to rapidly develop working components.
Result
increase in the number completing the application.The quality of the leads through the site had dramatically increased and the cost of maintenance was also dramatically decreased as the new solution only had four templates instead of twenty. This also meant that the cost of rolling out the solution globally, was dramatically reduced compared to their previous solution.