Background

The Value Generation portal is dedicated to displaying offers and any information relevant to inform a customer care professional (CCP) to extend an offer to a cardmember (CM) calling for servicing purposes. Pre-pandemic, the total sales within the Value Generation portal generated around 1 billion dollars in revenue.

People problem

"The data displaying on the dashboard doesn't help inform my decision on what offer to choose; I need more relevant data."

Opportunity

Giving the CCPs better data to rely on, when choosing an offer to extend results in a higher offer acceptance rate.

Existing Spend data

After talking to the engineering team and PM, I understood that the current data displaying wasn't coming from an API; it was a flat file specific to the Value Generation portal. The data in the flat file was driven by Marketing with the goal for the CCPs to understand the cardmember's card engagement level and have useful information to determine what offer to extend.

User Needs

We asked CCPs for feedback about what they used, didn't use, and what was missing in the Spend and Activity section. Here are some of the feedback highlights received:

• The donut chart is never used; it is taking up valuable space.

• It would be useful to see Uber/Lyft specific spend data to refer to when extending a Platinum card offer.

• Being able to see the cardmember's spending trends and patterns throughout the year would us a better understanding on the cardmember’s needs.

Available Data

When we find out that the flat file, where the spend and activity data was located, was no longer going to be updated by the engineering team, we decided to do research on the different APIs available that best fit the user needs. 

After doing some research, we decided to go with the FINS (Financial Service) IPA for the following reasons:

• Same data that the cardmember sees when logging in to their personal account.

• The data shown is for the past 12 months up to the day before.

• The top merchants returned could be up to ten instead of only three.

FINS DATA

We reviewed how it currently displays for the cardmember

Once we analysed the existing spend data user feedback and decided on what API we were going to use, I was ready to envision what the solution could look like.

I used the OneAmex DLS to update the components and came up with the first iteration.

First iteration

In this first iteration I included:

• Tabs to divide the cardmember's spend into 3 months for the current account, 12 months for the current account, 12 months for all the consumer accounts, and 12 months for all the small business accounts.

• Icons and color-coding for the different categories.

• A dropdown to be able to divide the spend into categories and merchants.

Feedback

I showed the initial design to the team and to a few CCPs to get initial reactions. Here are some of the initial reactions:

• The tabs look too crowded.

• The icons are too colorful and they draw too much attention. 

• We need space to include the total spend for each of the tabs.

FINAL DESIGN

After multiple iterations and user feedback, I made some final adjustments resulting in the final design:

Uplift

Since we were uplifting the spend data to the OneAmex DLS, we took this chance to update the entire dashboard. Here is the result:

MEASURING SUCCESS

When this project launches we want to be able to measure success for the spend data as well as for the dashboard uplift. To do this, we will be paying close attention to the following metrics: 

• Number of times the CCPs click on the different tabs within the spend data.

• Level of CCP confidence in making the right offer.

• Pay close attention to where in the dashboard the CCPs are spending more time.

• Information used to extend an offer.

• Number of offers extended and acceptance rate.