American Express Mobile Product Strategy and Design
American Express Global Business Travel is the dominant player in the (complicated) world of business travel and for over 18 months I lead several projects to reimagine how Amex GBT interacts with their customers.
Our first brief was to design a mobile tool that could improve a strained relationship between travelers and GBT. The project was initially scoped as a mobile itinerary management tool, a way to create a branded product in each traveler’s pocket that could begin building affinity for the GBT service.
However, our research (customer interviews, focus groups) backed up our hunch that a simple itinerary management tool would do little to impact how customers perceived the service, and at worst it would be ignored. The market was already saturated with similar products and services.
Our response was to take the set of requirements for an itinerary tool and find ways to layer in the kinds of service features that would actually make a difference. And, crucially, features which AMEX GBT could reasonably support.
Using the itinerary as the backbone of the application, we created ways to quickly and seamlessly flag issues, make bookings, and change existing ones without having to pick up the phone. GBT finally had a tool that travelers would want to download and use.
- Project Roles
- UX/IA Designer
- Red Antler
- Design Pattern Research, Keynote, Low / High Fidelity Prototyping, Strategy, User Behavior Research
- App Design, Service Designs
- Project Industries
- B2B, Travel/Tourism