A story about how we keep improving the app Amex.
We've been on a quest to set "THE" standart for Mobile in the industry
Millions of Daily Users...
Main interaction channel for customers.
Growth Engine for American Express.
74% very satisfied users.
Award-winning app in US & int'l.
Over 10 years, the app has been in continuous evolution, each time tacking a different opportunity
Our success stems from a never-ending search for growth and willingness to learn from failure
50+ features with competing objectives, creating pressure on discoverability and engagement
We used a parallel discovery track to envision and ideate without impacting BAU delivery
And leveraged our UK app to prove our hypothesis with no impact to the US market
We transformed the overall experience with no disruption, high CSAT and improving depth of engagement.
As our product offering evolves we have an opportunity to create a coherent Family of Apps
They have the ability to integrate with each other and are often owned by the same company.
Interoperability is the key to success, but other than that, you need to have a very clear value proposition and customer segment when it comes to the various apps you have in your family.
Jose Quesada, American Express VP of Product