AMEX - Working Capital Terms
AMEX Working Capital - “How it works""
challenge
AMEX needed help communicating their new working capital product to customers and identify how they could increase market share among current Amex users .
We worked closely with small business owners to truly understand their needs
solution
We took a step back and decided it was crucial to understand their user’s mindset, so we conducted several interviews with small-medium businesses owners who rely on or were applying for small business loans.
After thorough user research we put together a workshop to walk the AMEX team through a detailed consumer journey map to highlight any gaps in the product's offering and areas of opportunity.
Customer Journey Map
results
The workshop was highly collaborative and successful! We then identified key features and opportunities to tackle and worked closely with the AMEX team to apply our findings to their product.
We then also worked with AMEX in a similar fashion to help improve their personal loans product.