Tag Archives: experience design

Taking Charge of AMEX Corporate Card Programs

BSF — Early design comp of solution finder

Corporate Payment Services Solutions Finder

Challenge:

American Express(R) is known for its iconic charge cards but few knew that the world’s largest card issuer provided more than cards. The Corporate Card division of American Express introduced several new and complex products and services as a way of growing its relationships with enterprise and mid-sized clients.

American Express Corporate Cards needed a way to explain and grow adoption of its Supplier Payments Solutions.

Strategy:

American Express cards are recognized by all and their value proposition is fairly simple–we’re not the cheapest or the easiest to get but rich rewards (e.g. travel points, priority access to event tickets, and status) accrue to our card members.

Our Approach: Leverage the recognizability and reputation of the cards to introduce and grow adoption of new products and services and make the rewards of adding these new products and services as simple to understand as American Express’ other rewards.

My Role in The Solution:

I developed a “Business Solution Finder”, a simple interactive tool that focused on WHY customers might need one or more of AMEX’s Supplier Payment Solutions not describing WHAT the solutions were. The tool is part of the business.americanexpress.com website.

I developed the questions and workflow and then designed the experience: The customer identifies their business need and answers a few questions about their business to reveal the solutions that can meet their needs.

I also developed the interaction flows, initial prototype (see below), wrote all copy, and provided creative direction to the visual designers who designed final images, icons, and other assets.

Workflow

Select Business Needs

Revenue Question

Dining & Entertainment Question

Travel Question

Recommendations

Contact Form

Results:

AMEX significantly grew adoption of its Supplier Payment Solutions.

Experience-Design, Product-Service Design

A Walk On The Wellness Side With Kaiser Permanente

KPWalk! App How It Works screens

KPWalk! App Connect Fitbit

KPWalk! App Promo poster

KPWalk! App brochure

Challenge:

Kaiser Permanente is committed to preventive care for better health–for its members, customers, community, and employees. The health care provider and payer holds an annual fitness challenge for employees. This year, Kaiser Permanente wanted to grow participation and use the challenge to test new products/services.

I prototyped a mobile iOS app that allowed the health care organization’s employees to link their wearable fitness devices and share their activity data.

Strategy:

Over 40,000 employees participated in past fitness challenges but participation was waning. To attract new participants and motivate repeat participation, we needed to add something new and valuable.

At the same time, Kaiser Permanente, like most health care companies, was testing and developing mobile and digital health and wellness products.

The annual challenge, the CIO’s passion for wearable fitness devices, and an unfinished fitness app sparked an idea…

Leverage the popularity of mobile health and wellness apps and fitness devices to allow fitness device users to participate without giving up their beloved fitbits(R) and Jawbones; and
Use the annual challenge to pilot new APIs and gain insights from user activity data.
Retain a familiar experience for re-upping users

Solution:

Ultimately, we modified and completed an iOS mobile app, integrating APIs for fitbit and Jawbone devices and KP’s own APIs for sharing activity data. We brought fitbit and Jawbone activity data into the KPWalk! app so users wouldn’t need to leave to get their data fix and could “donate” their steps and miles to their teams’ efforts to amass points and win the challenge.

For users without fitbits or Jawbones, we retained the manual logging capability and allowed users to use the app’s stopwatch feature to track activity minutes, convert minutes to steps, miles, and calories, and automatically transmit data to a website where they could view individual and team stats.

My Role In The Solution:

I was part of a great team of talented designers, developers, program and project managers. To this team and project I contributed…

Prototyping the mobile app flows, functions, and design
Providing experience design and creative direction for the app
Writing copy for instructions, alerts, tutorials, and collateral
Developing and executing a communications plan, including marketing collateral

KPWalks How It Works Fat Frames

KPWalks Logging Activity Fat Frames

KPWalks Fat Frame Active/Inactive States

KPWalk! app mockups

Results:

Thousands shared their activity data via the app and hundreds linked their fitness device accounts to the app to share their data. The best of what we created in KP Walks! was integrated into KP’s Every Body Walk! app, a publicly available version of the app for which we also created an Apple watch app.

Content Strategy, Experience-Design, Product-Service Design

Coaching Users to Better Health With WebMD

WebMD Health Assistant dashboard personalized

Health content included in health assistant

WebMD Health Assistant dashboard

WebMD Health Assistants choose their activities

WebMD Health Assistant exercise

WebMD Health Assistant

WebMD Digital Health Assistant pop-up alert

WebMD health assistant triggers

WebMD Health Assistant Meal Selection

WebMD offers My Health Assistant as part of Health Services

Challenge:

WebMD is a leader in health media and provider of health services to insurers and large employers. WebMD wanted to build upon the success of its Health Coach product, which provides health and wellness advice to users via telephone, and to grow its ROI on owned and licensed content.

Strategy:

The strategy was simple: Leverage underutilized content, smart but light technology, and insights from the most effective practices of telephone coaches to create a lower cost digital health coach that could be extended to thousands of additional customers.

Solution:

We evaluated the telephone coaching offering, interviewing coaches, customers, content managers, and other stakeholders to meet the most effective coaches; understand what customers found valuable about the service; learn what types of advice, communications, and coaching led to behavior changes; and identify the most often requested information.

We inventoried, evaluated, catalogued, and organized thousands of pieces of owned and licensed content.

Based on our findings, we designed an extension of the Health Coach product and WebMD’s health media offering. We organized the content such that it created “an interactive relationship between WebMD and users, one that approximates that of WebMD Health Coaches and their clients.”

We brought the thousands of pieces of content to life as a digital health assistant. We connected written, video, and graphical content and interactive tools via an intricate taxonomy and ontology, and activated it via an elegant series of triggers that created the impression that the digital health assistant was responding to users action and inaction, communications, successes, requests, and preferences.

My Role In The Solution:

I was part of a great team of talented designers, developers, program and project managers. To this team and project I contributed…

Conducting the stakeholder research and identifying actionable insights
Assessing and cataloguing and all content and identifying gaps
Prototyping the digital health assistant
Developing a taxonomy, ontology, and tagging for all content
Developing the content strategy for the digital health assistant
Defining triggers to create interactions between the digital health assistant and users
Writing copy for alerts, emails, instructions, pop-ups, and managing copywriters, designers, and HTML developers who produced content for the assistant

Results:

WebMD launched the digital health assistant as “The Digital Health Assistant” and are currently selling it via insurers and large employers seeking to lower health care costs associated with smoking and conditions such as diabetes and obesity. The product has evolved a bit but it’s largely unchanged–and it’s having significant positive impact on users’ health and wellness.