Portfolio > Customer Engagement Quiz

A creative way of telling customers about the benefits that come with their card.

Click above to see a slideshow with 4 larger images.

This quiz is only available to One cardmembers, so it can't be linked.

Challenge

American Express wanted to engage a group of cardmembers more deeply with the benefits of their card. This quiz was designed as a fun way to inform cardmembers about their benefits.

My role

I joined this project after the initial concepts had been created. I was responsible for wireframes to further develop the form of the experience. I also created a scoring scheme to give cardmembers highly customized results based on several dimensions.

I ran think-aloud user tests on the prototype quiz and suggested usability improvements that were implemented prior to release.

Highlights

To make the quiz more engaging, I worked with the visual designer to add interactive elements to the quiz. Some questions use a slider mechanism accompanied by a fun animation, and others allow you to choose your response based on interactive images. These were tweaked based on my recommendations after the think-aloud user tests.