Case study 1
American Express: Value Builder
Overview
What I did
- Client
- American Express
- Years
- 2020–2023
- My role
- Lead UX designer
- Team
- Me + 2 designers
The Challenge
Sales professionals were using inconsistent, manual methods to sell value. They wanted a digital standard to ensure compliance and boost efficiency.
The Leadership
Identified opportunities for the B2B sales team with agency strategists. My concept design sold a $200K+ project to design a new daily sales tool.
The Process
Designed the wireframes and prototypes and led usability testing with 16 users.
The Impact
Codified the sales strategy into a repeatable, compliant digital tool. The client reported it is used by hundreds of sales professionals.
Case study 1
Behind the work
The Team
I led a junior UX designer and a visual designer. Client side: sales leadership, compliance, a sales PM consultant, and a third-party tech team.
The Constraints
Compliance kept points benefits separate from cash benefits. Amex machines restrict downloads, which shaped the PDF report.
The Decision
My first concept rebuilt the calculations as a spreadsheet. The client wanted to standardize the whole sales conversation, so it became a wizard.
What I’d Change
Explore separate private and client-facing views, add calculators for benefit accelerators, and rethink which sections go into the final summary.
Structured, but not locked in
Structured to guide sales conversations, but also allows users to jump around to different sections as the discussion and client needs evolve.
The sales team can consult with clients on how to meet spending needs, adjust payment strategy, and maximize cash flow.
The tool also breaks down complicated specifics of Membership Rewards, demonstrating how to maximize points.
The user response was positive
Testing with 16 users led to auto-save, more training on cash flow, and a simpler Salesforce integration.
