American Express
Helping salespeople onboard new corporate clients

DATE
2022
ROLE
Lead Designer
PROJECT TYPE
Internal tool
The challenge
Salespeople were frustrated with their existing client data capture tool, a lengthy application form embedded within Salesforce. Also, Risk and Compliance were concerned that the legacy tool did not meet current standards and practices.

High-level journey maps
Data capture was only the first step of the onboarding process, followed by credit decisioning and fulfillment.

Decisioning logic diagram
Decisioning itself was a complex process with a number of possible pathways.

Site map
Working from the logic and existing requirements, I developed a site map showing the necessary interfaces.

Detailed journey map
As new team members joined the project, I found it useful to develop a more detailed journey map to keep everyone aligned.

The design
Working within Amex's design system, I created a minimalist experience focused on ease of use for the sales team. I emphasized usability and findability so users could focus on their clients.

Compliance and Risk requirements
A number of new requirements were added by Risk and Compliance, including inline disclosures and new required fields.


Decision scenarios
We considered over a dozen potential decision scenarios; several examples are shown here.

PROJECT STATUS
This end-to-end workflow is under development and is expected to drive a 15% lift in completed applications. Amex is evaluating whether to offer it directly to prospective clients as a self-serve option.