American Express drives a significant amount of customer loyalty through it’s Membership Rewards program. But the current digital ecosystem is confusing to navigate, making it difficult for customer’s to easily uncover the value of the membership they hold.

Currently Amex talks to it’s customers via a variety of email comms such as eStatements, offers, and special invites, but there isn’t one unified snapshot of their membership and the benefits it holds. Existing emails are too text heavy, repetitive, and limiting in their content.

At CX Lavender we set out to develop a new monthly membership update which would uncover the full breadth of what’s on offer, through easy to digest/skimmable content.

Competitor research helped us define design principals to deliver a personal and holistic membership experience. Principals consisted of a clear and consistent hierarchy, bite-sized relevant content, positive engaging visuals, interchangeable modules and engaging animation where appropriate.