Design + Illustration + Direction
maxresdefault.jpg

American Express

 

Amex Now

I worked with American Express to create the “AMEX NOW” TV app, a one-stop hub for all of the brand’s video content. The goal: leverage entertainment as a means to inform and inspire sign-up of new card members. Available on Smart TVs and OTT devices, the app featured an immense library; frequent video updates, live-streamed concerts, and in-app exclusives allowed AMEX NOW to become a first of it’s kind branded app.

 
Client: American Express // Platform: Samsung Smart TVs, LG Smart TVs, Roku, Amazon Fire TV // Role: Creative Director, Lead Product Designer // Agency: BrightLine

Methodology + Approach

Challenges

 
Screen Shot 2019-04-08 at 6.35.31 PM.png
 
  • Enable Twitter integration to share videos directly from the app

  • Showcase vast catalogue of AMEX video content (300+ videos across ~10 categories) 

  • Use known best practices to encourage exploration without disrupting video viewing

  • Seamlessly guide users down the funnel: entertain them; inform them of benefits; inspire them to signup

  • Empower users to multi-task; enable seamless navigation without disrupting video viewing

  • Add personalization: “favorites” category


 

Research + Product Evolution

User testing was integrated to constantly test and refine rough wireframes. As seen in the below, the main navigation (at left) evolved into a stacked accordion to save space, and the video window/content area consistently increased in size to better balance the screen and root users in the content. Controls were simplified and refined, and all were structured for easy movement.

 
Screen Shot 2019-04-08 at 8.10.11 PM.png

 

Approach

The user flow was designed to support the “Entertain > Inform > Inspire” challenge. Users landed in the video portion of the app, where entertaining and informative content were mixed. They could drill down into specific video categories to find the best content for them, and then link directly to specific cards and card benefits that related to the content they watched. Once in the card section, users could find out how to take action and apply.

 

Design SOlution

 

Entertain + Inform = Video

 

Videos Home

To encourage multi-tasking and exploration, the main navigation was very prominent, and a consistent iconography identified video categories and pages within the app for easy exploration.

amex-now_1_videos.jpg

Live Stream Concerts

HLS integration enabled live-streaming of the brand’s Unstaged concerts. At the time, the concerts were only available on YouTube (desktop/mobile), so the AMEX NOW app was the only available source to view the concert on TV.

15_PauseA.jpg

Pause Screen

If the viewer paused, a pop-up modal featuring links to relevant videos and cards appeared, again reinforcing the user’s ability to deeply engage with content at every opportunity

amex-now_2_videos_full.jpg

Full-Screen Video PLayer

Users could enter full-screen mode for a more lean-back experience. Once in this mode, videos continued to play in the designated order, and certain actions such as play/pause toggle and favoriting were still available.

 

Inform + Inspire = CARDS

12_CardsC.jpg

Card Overview

Users learned more about each AMEX card via benefits overviews, terms, and links to relevant videos already present within the app.

amex-now_5_info.jpg

Sign-Up Modal

Users could enter full-screen mode for a more lean-back experience. Once in this mode, videos continued to play in the designated order, and certain actions such as play/pause toggle and favoriting were still available.

 
 

optimizations

Post-launch optimizations increased functionality and benefit to users.

 
tickets.jpg

Interstitial Billboards

Animated videos promoted specific content or educated consumers on specific actions/functionality. Use of interstitials saw increased activity as users were specifically told to engage.

Screen Shot 2019-04-08 at 6.23.33 PM.png

Promotional Background Skins

Certain videos were paired with a custom skin. Very noticeable, the skin served as a billboard for information and encouraged users to engage with specific content via clickable buttons.

 
14_TicketsA.jpg
ticketmaster_2.png

Ticketmaster Integration

Users browsed local concerts in which American Express offered a Pre-Sale purchase window. The entire ticket purchase process happened within the app, allowing for a seamless user experience.


WATCH DEMO

Watch the demo to see how this campaign came to life.


More Work