Amex Search
Overview
| Year | 2021 |
|---|---|
| Team | American Express Enterprise Mobile Design |
| Product | Amex Consumer Mobile App | iOS & Android |
| Role | Lead Designer |
Global search feature for the American Express Mobile App.
Summary
The American Express Mobile Design team was exploring a redesign of our app’s information architecture in response to the introduction of checking and savings accounts. Search became a key piece of the redesign as it could surface features across accounts that were otherwise buried several levels deep.
Search users saw a +30% increase in chat rates with a -6% drop in call-in rates and a +5% increase in self-servicing which all added to a significant drop in customer service costs.
Inventory of mobile content
Early concepts
I explored ways search could anticipate users’ intentions before they even searched and help guide them when search fell short.
Landing Page Vision
The landing page surfaced popular actions and increased awareness of buried features.
Promo Content
In beta testing, we found one of the top user search categories was for timely promotional content.
Recent searches and type ahead
Search Everything
Results return various content types from features to transactions, offers, and a graceful hand-off to chat.
Dynamic Content
The landing screen adapts to different product strategies.
Outcome
Search users saw a +30% increase in chat usage, a -6% drop in call-in rates, and a +5% increase in self-servicing.
The preliminary metrics showed promise. Adding search with an integrated chat feature could significantly lower servicing costs.