Re-imagining the Platinum Welcome Experience
Heuristic Review  |  Experience Design  |  Package Design
Objective

AMEX was seeing decreasing membership of its Platinum Card. Customer data uncovered that existing card members were not making use of the membership benefits. As part of addressing these problems AMEX wanted to redesign the onboarding experience to improve retention and increase the use of benefits.
Approach

We conducted a heuristic review which discovered that the onboarding experience was very overwhelming, large amounts of information was being given to customers. The benefits were lost within this, making it unclear how to claim and use the benefits. We conducted industry/secondary research to understand the competition and benchmarks within the onboarding and membership space. We went on to develop clearer communication concepts (for print and digital) and redesign the onboarding experience and mailer pack (through several prototypes).
​​​​​​​Outcome

We transformed the experience to be simple, premium and personal. The welcome mailing pack went from nine individual elements down to two booklets, more than halving the cost of production and simplifying the amount of information. This was supported by a digital assistant to guide users through activation, setup and enrolments. Once activated quick guides helped users with getting the most out of their benefits, clearly outlining the benefits they have and how to use them. 
The onboarding experience was now easier and enabled users get the most out of their membership, delivering on its platinum service promise.
Agency: CX Lavender
Client: American Express