Simon Heather

The challenge

To evolve the vision and product for referral marketing across the Amex consumer card portfolio.

Approach

This project was about finding new opportunities to continue innovating in the  member get member channel, designing for specific moments to make referrals even easier, more compelling and with greater virality. Throughout the project we developed new concepts, designs and low fidelity prototypes which we tested with users, employing a few shifts in approach:

>>> From referral transaction to: moments of invitation and sharing

>>> from: specific channels, to: embedded throughout the CM experience

>>> from: marketing driven, to: CM initiated

>>> from: reward currencies, to: customized experiences

Impact

3 concepts emerged over the course of the project that resonated most highly with users, but that also had high potential for business impact, and could be integrated within today’s referral program. These 3 concepts were strategically placed at certain points along today’s acquisition funnel, driving not only referrals, but conversations, trial, conversion, and spend. Golden Ticket and Lighting Referral moved through conjoint testing and are currently in piloting and development. The Aloha’s central concept a bill splitting feature, has been integrated into Amex’s Venmo partnership.