AmericanExpress

Member Favourite

AMEX Member Favorite is a CRM program that the brand had been running for a couple of years.

This year they approached us to overhaul the site experience with a focus on making it easier for cardholders to figure out what deals are best for them

We realised that many cardholders faced a paradox of choice when it came to understanding how they could make use of the merchants listed. To help personalise the digital experience, we created a chatbot that would guide them through finding the most relevant options.

To add another level of personalisation, the chatbot was built with an amiable personality that was slightly cheeky so that conversations with every cardholder would be unique and enjoyable.

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Home page design
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EDM
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Merchant welcome kit
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Trophy design