Credit Card E-Wallet

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Case Study
Credit Card Native App
(American Express)

American Express Company (Amex) is an American bank holding company and multinational financial services corporation that specializes in payment cards and specialty rewards services - Charge and Credit Cards, Gift Cards, Rewards, Travel, Personal Savings, Business Services, Insurance and more. This case study explored the Canadian credit card native app market vis-a-vis competitors and endeavored to build a more appealing UI which would then be tested with consumers against predefined parameters.

Competitive Analysis

In 2023, research consultants J.D. Power conducted 4 studies on the Canadian banking space, collecting data from 8,242 retail bank and credit card customers.

The Canada Banking Mobile App Satisfaction Study
The Canada Online Banking Satisfaction Study
The Canada Credit Card Mobile App Satisfaction Study
The Canada Online Credit Card Satisfaction Study

The studies measured users' overall satisfaction with banking and credit card digital channels based on 4 factors:

Navigation; speed; visual appeal; and information/ content.

AmEx ranked highest in with a score of 687, followed by Tangerine Bank at second (672) and Canadian Tire in third (651) (reflected in the chart on the right). This was a key decision factor in choosing the AmEx for the design case study, to attempt to revitalize the app's visual appeal and overall UX.

Approach

01.

Business case analysis

02.

Defining user flow

03.

Ideating

04.

Prototyping

05.

Evaluating prototypes

User Research

I interviewed a total of 27 users of mobile banking/ credit card app users based in the Greater Toronto Area. A semi-structured questionnaire was used to explore the perception regarding features such as:

Navigation | Transaction details | Updating form entries | Rewards redemption | Visuals