Customer onboarding

Registration workflow

Product analysis Redesign Usability Testing

Project Overview

American Express experienced high drop-off rates in its business card application process due to an outdated, lengthy, non-mobile-friendly form with poor navigation and cumbersome validation. To address these issues—ranging from bugs to outdated content and design—AMEX has engaged C&Ds to streamline and enhance the user experience.

Problem Statement

About the project

Role : User Experience Designer

Duration : 4 months

Year : 2015

Project Scope

Redesign the international business card application process to reduce drop-off rates by addressing usability issues, modernizing design, and optimizing user flow across devices.

Key Deliverables:

User Research & Analysis

Audit existing pain points (e.g., form length, validation, mobile responsiveness).
Conduct usability testing to identify friction points.

UX/UI Redesign

Simplify form structure and input fields.
Introduce mobile-first responsive design.
Streamline validation logic to reduce errors.

Content & Interaction Updates

Update outdated copy and compliance requirements.
Optimize progress indicators and error messaging.

First things first…

Understanding short term, and long term expectations
How are we defining success for the effort in this project.- Success metrics
Know your competitors - Latest design trends and best practices.

Competitive Analysis

Here is what we looked for

Understand your market position and share
Develop a UX strategy and design process
Discover how competitors solve similar usability issues
Learn about failures and how to avoid them
Determine competition strengths and weaknesses
Learn about trends and innovation

Auditing - Usability and Heuristic evaluation

Auditing the existing site for common usability and heuristic issues while keeping an open book for key opportunities (SWOT analysis). Several critical usability and design challenges have been identified within the current application experience:

SWOT analysis

Use this space to introduce yourself or your business to site visitors. Share who you are, what you do, and the purpose of this website.

Short title

Feel free to include your background, experiences, and any unique aspects that set your business apart. Highlight your mission, values, and the benefits your customers can expect.