Global Corporate Payments
Responsive Website
ROLE
Sr. UX/UI Designer
AUDIENCE
Corporate middle market business owners and financial decision makers
THE CHALLENGE
American Express Global Corporate Payments division selected Ogilvy to redesign their B2B website and reposition their offerings from a business-first, product-based model (corporate cards) to a customer-centric, solutions-based model (holistic business services). Top key performance indicators included:
Increase prospect inquiry rate
Decrease customer inquiry rates to acquisition phone line
Drive incremental projected charge volume
Increase SEO traffic
APPROACH & SERVICES
The team effectively used stakeholder interviews and direct customer feedback to inform, supplement and validate the final product; a scalable, responsive and serviceable website for middle-market companies.
Stakeholder interviews
Current state content audit and UX analysis
Click-data analysis
Information architecture
Wireframing
Visual design
Responsive HTML prototype
Live user testing
Live multivariate test design
Front-end development quality assurance
PERFORMANCE*
Upon launch, the new information architecture and content structuring of the site led to a 47% increase in SEO traffic and a 15% increase in overall visits.
The final design drove a 93% increase in qualified prospect inquiry rates.
The new lead form successfully enabled users to get in touch with the right representative, as showcased by the 88% decrease in customer inquiries to the acquisition phone line.
In addition to providing user feedback and middle-market business insight, targeted testers consistently commended the re-design:
“This [site] is very easy, very simple, very creditable … I like how it tailors [solutions] for my company … A lot of companies throw in services as an afterthought, it’s good that it’s being prioritized here … This [feels] more confident. Other companies throw in lot of buzz words, while this [site] says 'we’ve done this before’” – Target User #2
Credits
UX Designer: Sherry Zhang
Visual Designer: Emily Gebel
*Original design performance captured 01/2015 – 09/2015; Re-design performance captured 09/2015 - 01/2016