American Express

Global Corporate Payments

Responsive Website

ROLE

Sr. UX/UI Designer

AUDIENCE

Corporate middle market business owners and financial decision makers

THE CHALLENGE

American Express Global Corporate Payments division selected Ogilvy to redesign their B2B website and reposition their offerings from a business-first, product-based model (corporate cards) to a customer-centric, solutions-based model (holistic business services). Top key performance indicators included:

• Increase prospect inquiry rate

• Decrease customer inquiry rates to acquisition phone line

• Drive incremental projected charge volume

• Increase SEO traffic

APPROACH & SERVICES

The team effectively used stakeholder interviews and direct customer feedback to inform, supplement and validate the final product; a scalable, responsive and serviceable website for middle-market companies.

• Stakeholder interviews

• Current state content audit and UX analysis

• Click-data analysis

• Information architecture

• Wireframing

• Visual design

• Responsive HTML prototype

• Live user testing

• Live multivariate test design

• Front-end development quality assurance

PERFORMANCE*

Upon launch, the new information architecture and content structuring of the site led to a 47% increase in SEO traffic and a 15% increase in overall visits.

The final design drove a 93% increase in qualified prospect inquiry rates.

The new lead form successfully enabled users to get in touch with the right representative, as showcased by the 88% decrease in customer inquiries to the acquisition phone line.

In addition to providing user feedback and middle-market business insight, targeted testers consistently commended the re-design:

“This [site] is very easy, very simple, very creditable … I like how it tailors [solutions] for my company … A lot of companies throw in services as an afterthought, it’s good that it’s being prioritized here … This [feels] more confident. Other companies throw in lot of buzz words, while this [site] says 'we’ve done this before’”  – Target User #2

Credits

UX Designer: Sherry Zhang

Visual Designer: Emily Gebel

*Original design performance captured 01/2015 – 09/2015; Re-design performance captured 09/2015 - 01/2016