Powerful Backing for Personal & Business Growth
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Deliverables
Key Takeaways
A modern, accessible interface for American Express cardmembers, unifying Membership Rewards, travel perks, and daily financial controls.
Engineered a scalable design system based on iconic Amex Blue brand guidelines to ensure consistency across web and mobile platforms.
Streamlined point redemption pathways that significantly boosted active cardmember engagement with Membership Rewards offers.
Challenge
American Express is trusted globally by millions of consumer and small business cardmembers. The primary challenge was reimagining the core digital application experience: bringing clarity to complex financial management, Membership Rewards redemption, and travel benefits across Green, Gold, Platinum, and Business card tiers without losing the heritage and trust of the iconic American Express brand.
Solution
We created a clean, intuitive product ecosystem anchored in the signature American Express Blue design language. By introducing dynamic account dashboards, real-time transaction tracking, and effortless Membership Rewards integration, we empowered cardmembers to manage their finances and redeem benefits with confidence.
Empowering Millions of American Express Cardmembers Worldwide
For generations, American Express has stood for security, service, and world-class financial backing. Our mission was to modernise the daily digital experience for consumer and business cardmembers — making account management faster, Membership Rewards more transparent, and travel benefits instantly accessible.
BRAND ASSETS & SYSTEM GUIDE
Benton Sans
Display & Headlines
Inter / Sans
UI Controls & Financial DataMembership Rewards
Instant point balance overview & 1-tap redemption
Travel & Airport Perks
Priority Pass, hotel collection & airline credits
SafeKey Security
Real-time fraud alerts & instant card freeze
— American Express Brand Promise"Don't Live Life Without It. Don't Do Business Without It."
Clarity in Daily Financial Management
The new interface provides cardmembers with a crystal-clear overview of their account balance, available credit, and recent transactions. Key actions like bill payments, sending money, and locking a lost card are front and center for immediate access.
Interactive Membership Rewards modules highlight personalized offers, flights, and partner gift cards, driving higher engagement and satisfaction across all user segments.
Built for Global Scale & Consistency
We engineered a modular UI library aligned with global American Express digital guidelines. Every component — from transaction cards to reward banners — is optimized for high contrast, fast loading, and WCAG accessibility standards.
This scalable foundation allows engineering teams across North America and Europe to ship new features rapidly with complete brand coherence.
Our new digital product suite empowers millions of cardmembers every day with the clarity, security, and premium backing American Express is known for.
Rewards Redemption
Increase in active Membership Rewards redemptions within the app.
App Store Rating
Average user rating across 500k+ reviews post redesign.
Task Completion Time
Faster execution for key actions like paying bills and tracking spend.
Ready to create your next digital milestone?
Let's blend strategy, design, and code into a seamless product experience that elevates your brand.
