Before
I began by auditing the existing experience to:
- Understand how one-tap enrollment would affect the existing enrollment flow
- Influence the product strategy toward improving the existing experience
Amex Offers
Summary
What began as a narrow request for one-tap enrollment exposed a larger opportunity to improve how customers browsed and managed Amex Offers. I led the design of a reusable interaction that let customers add an offer directly from the list while preserving access to required legal terms. The team shipped within a year-end engineering deadline, and mobile offer enrollments were up 533% year over year one year after release.
Challenge
Remove enrollment friction while preserving one-tap access to legal terms and shipping within the existing technical and timeline constraints.
Outcome
- +533%Year-over-year growth in mobile offer enrollments one year after release.
My Contribution
- Expanded a tactical enrollment request into a broader browse-and-manage product vision.
- Created a reusable interaction that reduced enrollment to one tap while meeting legal requirements.
Before
I began by auditing the existing experience to:
- Understand how one-tap enrollment would affect the existing enrollment flow
- Influence the product strategy toward improving the existing experience
Offer details exploration
List vs Carousel Structure Exploration
A preliminary exploration to restructure the landing page to emphasize added offers and organize offers into categories.
Landing page vision
High-fidelity design used to influence the team’s long-term strategy.
Category Views
Collections curated by offer category would allow offers to be grouped by theme and let other parts of the app link to these focused views.
Drafts for list view cards
One-tap enrollment
An in-row plus button on the landing page with a bottom sheet confirmation streamlined the enrollment process.
Detail View Before & After
Previous users had to navigate to a detail page to add offers. In addition to one-tap enrollment, I took the opportunity to redesign the detail page with better hierarchy and usability.
Outcome
A +533% increase in offer enrollments one year from release was a huge success that gave the design team the leverage to push for the long-term strategies explored in the vision.