Information Architecture and Navigation Redesign
As American Express began to include products other than credit cards into our mobile app, its information architecture started showing signs of fatigue because it viewed users as the cards they hold instead of the members we serve. Furthermore, engagement outside the Home tab was low as was feature discoverability.
We designed and tested 4 iterations and finally arrived at an information architecture and a set of principles that now serve as a blueprint for the future of the American Express mobile app.
Year
2020
Team
Anna Lee (Designer)
Cristian Lugo (Designer)
Overview
A customizable space where users can view a summary of all their accounts as well as insights, information, and things they should know about at this moment in time at a customer level.
Activity
A space where users can view account-specific information such as statuses, alerts, and a record of past actions, as well as take actions at an account level and discover relevant content.
Search
A space that allows users to quickly find what they are looking for, get assistance, and discover features, offers, and products they might not already be aware of.
Membership Tab
A space that provides users with a holistic view of their perks across all accounts and allows them to redeem rewards as well as find, discover, and enroll in offers and benefits.
Profile
A space where users can manage account and device settings, personal information, and preferences across all their accounts and products.