american express card activation

To transform card activation into a key touchpoint for building brand loyalty, American Express engaged Huge to streamline the online activation process and showcase valuable membership perks. I led UX design and strategy for this project, from research and vision to wireframing and phased implementation.

The existing process was long and overwhelming. Card activation required numerous steps, each with lengthy copy - including industry jargon and legalese. We simplified the process by organizing steps into digestible pieces and guiding customers with user-friendly language. The progress bar included only 3 steps, and within each step, there were concise subsections. With clear information hierarchy, the activation process was no longer a chore. In fact, by celebrating benefits that mattered most to American Express customers, it became a successful vehicle for brand loyalty. Launched Fall 2012.

Things I did: User Research, Vision, Concepting, Wireframing