AmericanExpress

ProjectFocus

B2B+ProfessionalServices
FinancialServices

American Express

/ Overview

American Express — Establishing a design system that helped small businesses generate more business.

Experience Strategy
UI/UX Design
Accessibility + SEO
Style Guide

Challenge

American Express’ advertising agency of record reached out and asked us to help rethink the financial institution’s digital approach. Our partnership zeroed in on a platform-agnostic design system as well as a redesign of the American Express OPEN mobile application.

Approach

Our research revealed that small business owners want immediate access to their financial information. With this in mind, we were intent on building a better relationship with AMEX consumers by tailoring the app to those on the go. Our approach merges convenience, clarity, and interaction to provide maximum value.

BASIC/DEPT®

/ UX Strategy

Experience Design

To capture the attention of small business owners, our digital strategy had to align with the user experience. We launched the platform with a simple set of tools to help them worry less about operational efficiency and focus more on getting things done.

Design System

Designing a robust system that worked across platforms.

After establishing a cohesive design language and strategy, we set out to deliver an empathetic experience through utility and real-time information. The user experience and user interface were device-agnostic, with standardized design across Android and iOS to maintain clarity for the small business owner.

While our design system has evolved after multiple iterations throughout the years, its framework and overarching strategy are still the core of the American Express brand identity.