American Express — DAVE MULLEN

Centurion title image.jpg — American Express

Centurion is the most exclusive card offered by American Express and provides entry to an exclusive invitation only membership. Centurion is more than just a card, it is a personal relationship between the Centurion member and American Express – an implicit promise that American Express will exert all of its influence on the members behalf, anywhere in the world.

THE CHALLENGE

The global Centurion proposition was being relaunched with enhanced features (Personal Manager Service and Crafted Journeys) and an increased annual fee. Private Banking Relationship Managers were identified as a major acquisition opportunity as they often referred their clients looking for an exclusive card product to American Express. It was clear that an experience outlining the new proposition was required to help Relationship Managers recommend the Centurion proposition effectively.

THE OUTCOME

I worked with the Centurion digital team to define the requirements and generate ideas for the most effective way to present the new Centurion proposition. Following consultation with a panel of Relationship Managers we selected a visually rich story which clearly presented the new service. The chosen approach would make it easy to introduce private banking clients to the unique card offering. The proposition story was told through five chapters (Membership, Travel, Lifestyle, Protection and Rewards), with new content and stunning imagery capturing the mystery of the exclusive Centurion brand.

MY PROJECT ROLE

Design direction
Strategy and planning
Requirements capture
Idea generation
User flows
Wireframes
UI Design