A small project that's still growing.
Originally just for Platinum and Centurion Cardmembers in 3 selected global markets, our work become the foundation of digital membership in over 30 countries and has expanded to include all Cards, from Centurion through Green.
Generating measurable results.
At launch, page views on the signed-in site increased 900%. Cardmember sign-ins increased over 10x within the first year.
And remaking membership,
In addition to centralizing offer and benefit information, we reinvented what membership offered.
For every international Card and Cardmember.
The project began with the Centurion and Platinum Cards for the UK, France and Japan and expanded to include all international markets and all Cards.
Mobile first strategy.
Tools Cardmembers could use on their phones quickly became the starting point for our approach to creative, content strategy, templating and copy.
Airport lounge access.
I led development of customer experience, from sketches to testing to live experiences. Turning a printed directory into an app members could access in the airport was our first big project. It went from concept to rollout in under a year.
The restaurant finder.
The global restaurant program was a tiny benefit that exploded in value with digital access. Better offer visibility attracted more restaurants (and offers), which in turn increased Cardmember and drove rapid program growth.