overview

Comparison of competitors

Comparing products' features and specs helps choose better.

• Using bars to separate each of the cards out

• Bottom sticky navigation

• Once compare cards clicked it would go to a new page

Many websites comparing credit cards don't attract many customers. I decided to study successful and unsuccessful aspects to enhance the user experience.

Initial rough drafts

After comparing credit cards from other companies, I redesigned the card comparison experience on American Express's website. I focused on making it easy for users to quickly find information by creating clear designs at every step.

Stakeholder Meeting

Stakeholders may find it challenging to learn about competitors and discuss UX internally. We aim to get approval from all management levels, discussing what can be achieved with our current conversion rate. This must be prioritized.

Desktop Wireframes

When explaining a new idea, it's helpful to display basic outlines to stakeholders without colors or pictures. This way, the emphasis is on how the idea functions rather than how it looks. The goal of this study was to improve user experience on both computers and smartphones, as almost all our users use either of these devices to compare cards.

Initial Mobile Idea

Users can now easily see and compare cards in their VAC, similar to iPad Pro on desktop, without leaving the VAC interface.

Second Mobile Concept

The mobile design now has a bottom menu with three cards for easier comparison. Users can scroll down to compare details between the cards by clicking on them.