917 554 5960 / carljbaldassarre@gmail.com
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A new home for hotel benefits.

I led creative, customer experience and content strategy for a tool that brought together the many and varied hotel benefits American Express offers Centurion and Platinum Cardmembers.

One platform, many programs.

One platform, many programs.

The final direction is shown first, followed by a more personalized alternate path that was ultimately shelved.

Content strategy.

Content strategy.

For the first time, Cardmembers were able to see and organize the breadth of American Express hotel programs around their plans. I created a taxonomy that supported highly detailed search by location, type (boutique, resort, etc.), activity (golf, skiing, etc.), program (Fine Hotels & Resorts, for example) or special offer. 

Program lens.

Program lens.

Program search.

Program search.

Destination and amenity search.

Destination and amenity search.

eCommerce integration.

eCommerce integration.

An improved Cardmember experience did more than support loyalty. It also earned bookings, an immense revenue source for American Express Travel. 

Alternative path.

Alternative path.

I led creative development, content strategy and copy for a more style-driven hotel search path. The intent was to give Cardmembers suggestions based on the type of trip they wanted -- creating an automated hotel concierge. 

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