AMERICAN EXPRESS TRAVEL

Travel of the Future - The Brief

American Express Travel needed to find a way to increase customer's use of points. To do so, they asked us to think of some longer term blue sky solutions. In doing so, we uncovered a game changing strategy that would disrupt travel as we know it today.

Research

Travel is more democratic than ever, but somehow in that transformation from yesterday to today - travel has lost all the luster, service and ease that it used to have.

We saw that Amex is ideally positioned to bring about dramatic change and disrupt travel in a big way.

Activities: Primary research: surveys, analytics & focus groups.

Secondary research: white papers, studies & strategic POVs.

Role: UX Director (lead primary research, worked with UX designers on synthesis of all research)

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Strategy

To find the disruption, we looked at three key areas (the landscape, knowledge & rewards) for differences from the past and with current competitors.

What we found was that Amex is uniquely positioned to bring service back to travel. Amex can capitalize on the ubiquity of technology by playing to it's strengths - the data it has and the rewards it can offer. There is no reason why Amex travel shouldn't think of themselves as a data company - that specializes in travel.

Activities: Brainstorming sessions, Journey Mapping, Ideation

Role: UX Director (lead ideation sessions, mapped journeys, sketched napkin wires)

The Solutions

With digital service in mind, our solutions were rich and varied. We brought to life those where technology is not only pervasive, but can be transformative.