Evolving the Amex App: Revolutionizing Customer Interaction Beyond Transactions Qorus-Infosys Finacle Banking Innovation Awards 2024

American Express has innovated throughout its 170-plus-year history, transitioning its business from freight forwarding to traveler’s cheques to the launch and global scaling of its credit card products. Most recently, innovation across the company has focused on evolving the Amex business beyond card products to better meet the changing needs of its customers. This transition has resulted in the introduction of non-card (banking) products such as High-Yield Savings and Consumer and Business Checking Accounts. In introducing new, non-card products, the company realized the need to redesign its most used digital touch point: its mobile app for iOS and Android.

Amex brought together its design, product, engineering, and analytics teams for a multi-year mobile app redesign project. American Express is known for its world-class customer experience wherever and however our customers want to engage, and for many of its customers that starts with Amex’s mobile app and Card Member website. Over the last few years, much of American Express’ growth has been driven by millions of Millennials and GenZers becoming customers. Amex’s v7.0 mobile app redesign anticipated younger generations’ inclination to self-service, making it easier to transact digital payments, use Membership Rewards for purchases, obtain exclusive access to airport lounges, and more.

The app redesign journey also provided some pleasant surprises. Typically, when any new feature or redesign is rolled out, there is a dip in customer satisfaction. When v7.0 was launched, however, there was no impact on the app’s customer satisfaction score. In fact, Amex saw higher customer satisfaction scores almost immediately with the rollout of v7.0. Positive feedback is also demonstrated by the app maintaining a 4.9-star rating in the Apple App Store.