Offers One-tap
Mobile app feature
American Express iOS | Android
My Role
Design Lead
Background
In 2020, Offers was a major engagement driver for the American Express Mobile App that allowed users to add discounts from participating merchants to their card products. Our Product partners asked us to design a one-tap enrollment mechanism to the existing experience that would give customers the ability to add offers from the landing screen without having to navigate to a detail page.
Outcome
533% year-over-year increase in offer enrollments
Increased customer satisfaction
Increased spend by app users
Design Strategy
The design team took it upon ourselves to open the scope of the project and look at Offers as a whole. We wanted to: first, understand how one-tap enrollment would affect the existing enrollment flow, and second, to influence the product strategy toward improving the existing experience.
Step One: Zoom Out
We collected the project requirements then got to work auditing the current experience, gathering inspiration, and past research. We fleshed out two possible structures:
List view with filter and search capabilities
Carousels and subpages
User Testing < Engineering Capacity
Testing showed that users preferred the carousel structure over a long list but the findings ran up against the reality of engineering capacity. We decided to build improvements to the list view while adding the carousel version to our design backlog for future use.
Add = Hinzufügen
Once the long view had been established, it was time to dig into the details of the one-tap mechanism. Because the app serves over 20 markets globally, we were cautious with our use of copy. Given that “add” translates to “hinzufügen” in German, we moved away from an explicitly labeled “Add” button to a less-clear but ultimately more scalable plus sign.
Bottom Sheet
Legal required offer terms to be accessible within a single tap after an offer had been enrolled. We felt navigating to a detail view after tapping the plus button would be an awkward interaction. Instead we landed on using a bottom sheet — keeping the user within context while satisfying the legal requirement.
Release
A second round of user testing showed no issues with the plus button. We proceeded to release in the US with other markets to follow.
Outcome
+533%
increase in offer enrollments one year from release — an astronomical and unexpected success.