Role
Digital AOR

Assignment
AmexTravel.com

Channel
Digital Business

Services
Strategy
User Experience
Creative Direction
Visual Design
Content Development
Technology

Travel is a core part of American Express’ DNA, rooted closely to the brand’s purpose to provide the best features and benefits to members.

Known broadly as a brand that empowers its card member community to experience the world from every corner, American Express needed a travel-savvy partner to help them re-imagine their online travel experience.

From a (nearly) blank slate, Rokkan re-architected and designed the online travel discovery and purchase experience at AmericanExpress.com.

The journey, which took several years to bring to life, involved nearly every group within American Express from Cards to Membership Rewards. Leveraging newly integrated technology for the new site, Rokkan worked with American Express and its partners in an agile development timeline that incorporated new feature sets and tools that brought American Express’s unique travel offering to life.

Through it all, Rokkan ensured that the creative process was closely connected to American Express’ active community, bringing usability testing and focus group testing sessions throughout the design and development of the experience.

The journey, which took several years to bring to life, involved nearly every group within American Express from Cards to Membership Rewards. Leveraging newly integrated technology for the new site, Rokkan worked with American Express and its partners in an agile development timeline that incorporated new feature sets and tools that brought American Express’s unique travel offering to life.

In addition to helping re-platform the American Express Travel experience, much of the work revolved around proper positioning and storytelling. Through our designs and user experience, we helped to craft the story of American Express Travel, its unique benefits, and proprietary products and services.