Amex Everyday Bonus Tracker

Roles:

Primary Information Architect, Lead UX Practioner, Visual Designer (on team)

The Job to be done

A new card product from Amex needed a way for the cardmember to track transactions toward a rewards points bonus, from within the Amex Mobile App. 

Amex Everyday Card TV Spot starring Tina Fey. The Bonus Tracker UI is shown on her phone at the end of the commercial.

IA flow for Amex Everyday Bonus Tracker

Concept Wires for Displaying a Six Month Bonus Tracker Graph

While interesting, we decided this approach was too visually complicated. In surveying users, we realized the feature needed to be much more basic.

Wireframes for Amex Everyday Bonus Tracker

The below wires illustrate various states of the feature, and where it lives in the broader app.

Composite Animation Demo


Results

  • Successful launch of new Amex Everyday Card into market.
  • Significant increase in weekly and monthly active users of mobile app (iPhone and Android).
  • High-profile market buzz, helped by Tina Fey commercial premiered during the Oscars.