American Express Business Rose Gold Launch
Annual Business Impact Expected: $142 million
Context
Business Gold is a core driver of small business card acquisition at American Express, maintaining a base of high-spending and diverse customers. In October 2023, American Express launched a new version of the Business Gold card in Rose Gold. To compete with other business cards, Business Gold was refreshed to showcase differentiated value, increase product profitability, resonate with mid revenue small business owner prospects, and attract growing small business owner’s expanding needs.
My Role
As the lead designer, I was tasked with refreshing the Business Gold card. My role encompassed creating the product display page and additional assets to highlight the card’s new color option and enhanced benefits.
The design journey began with close collaboration with the marketing team and product managers, deciphering user personas, brand guidelines and marketing principles. Based on insights from the extensive playbook provided by the market, I created initial iterations, ensuring meticulous adherence to brand consistency, hex values, gradients, approved imagery and components. The primary hero design concept centered around dynamic visual elements, telling a story of ambition, tailored to mid-revenue small business owners.
First Iterations
Using the recent success of the Business Platinum Credit Card relaunch as inspiration, I introduced a gradient to enhance visual appeal. As the design evolved, I removed left-side columns, preserving the focus on the background image based on screen responsiveness.
Experimenting with Gradients
The final hero module design is broken into thirds – two-thirds contain a background image showing a businesswoman, and the remaining third features a gold gradient with American Express’s signature flourish, bringing a sense of movement. This specific image was chosen because the woman is performing an action – packing up a box in an office, which ties into the featured card benefits including statement credits for FedEx and office supplies.
Final Hero Design
Transitioning to the business value and benefit tiles, I employed insights from the Business Platinum relaunch. Recognizing Business Gold’s unique needs, I curated partnerships within a single tile, optimizing recognition without overwhelming users with excessive information. Collaborating closely with UX copywriters, text was condensed for digestibility, and partner logos were arranged so users can understand the card benefits without having to flip the tiles around, which in doing so will provide more information.
Balancing logo placement to signify equal value from each business partner, the final tile designs present concise information without overwhelming the user. Ensuring a cohesive user experience, I replicated the tile design for mobile compatibility, working closely with the development team to match the mockups with the final desktop and mobile versions down to the pixel.
Experimentation
The final tile designs feature just enough information on the front without overwhelming the user. The logos are of similar size to ensure there is no hierarchy.
Front of tiles - final
Back of Tiles - final
In navigating this multifaceted design project, the result is a captivating and informative product display page for the refreshed Business Gold credit card, a testament to the intersection of creativity, strategy, partnership and attention to user experience. Ultimately, the relaunch of the Business Gold credit card is expected to bring in over $142 million in revenue in the first year.
