American Express
Helping salespeople onboard new corporate clients
PROJECT STATUS
This new end-to-end workflow is expected to drive a 15% lift in completed applications. Amex is planning to offer it to prospective clients as a self-serve option.
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.
