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Innovative End to End Design Strategy & Process

American Express DCE - User Experience, Design & Research


DCE is American Express’ Digital Customer Experience department, responsible for delivering digital user experiences and supporting capabilities for - the most highly trafficked digital asset in the 8.2B company.


In mid 2013, the DCE had an idea for an experiment - to create an internal User Experience and Design team in order to reduce the dependency on external
agencies, cut costs, improve design quality, decrease time to market, and give American Express a competitive advantage.


They developed an innovative end-to-end design process that includes: strategy, competitive analysis, best practice research, persona development, information architecture, concept development, sketching, wireframes, prototype development, visual design, and front end coding. A key part of the process is meeting directly with end customers, working side-by-side to co-create a new experiences.

  • The internal User Experience and Design team has saved the organization $4.5M
  • The internal design capability has increased digital engagement, reduced call volume and improved consumer satisfaction as measured by the JD Power Award.

And importantly, the initiative has created long lasting cross-functional relationships across the organization, creating partnerships and fostering true collaborations as never before.



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