American Express - Enterprise platforms
Role: Product Designer
Deliverables: Research Report, Journey Map, Lo-fi Prototype
The Team: Myself
My Responsibilities: I was responsible for researching why marketers were not adopting certain enterprise applications
Due to the confidentiality of the project, images of the research and final products cannot be shared.
Problem
For this contract project, I was brought in to report directly to the Vice President of Technology to investigate why marketers were not adopting enterprise applications for updating credit card terms or launching new credit cards. Despite new tools being developed to address these challenges, they were not being embraced. My task was to uncover the reasons behind this lack of adoption and propose improvements.
Approach
Understand - I began by understanding the stakeholders' vision for the ideal process and familiarizing myself with the current process, including the teams involved.
User Research - Once I understood the vision and requirements, I focused on researching the users—the marketers. From this phase, I identified multiple personas, each requiring tailored research. I created specific research scripts for each persona group.
Heuristic Analysis - I conducted a heuristic analysis of the current tools. Since marketers had to work with several tools and teams to refresh or create new credit cards, the analysis revealed several UX issues that contributed to inefficiencies.
Journey Map - I created a journey map to visually communicate the user experience and areas of frustration to stakeholders. The user research insights were used to fill in the journey map, illustrating the pain points.
Prototype - Based on the user research and heuristic analysis, I designed a lo-fi prototype in wireframe format to showcase UX improvements for the enterprise applications.
Results
The research revealed that the primary frustration stemmed from the enterprise applications being unintuitive and lacking proper training for such a large process. Marketers found it easier to ask the engineering teams to complete tasks rather than using the enterprise tools themselves, which resulted in delays and slowed down the engineering teams.
Lesson
I learned the importance of fully understanding large processes before diving into research, especially when joining a new company. By taking the time to map out the process, I uncovered new personas and pain points that would have otherwise been overlooked.
