Digital AOR


Digital Business

User Experience
Creative Direction
Visual Design
Content Development

American Express engaged Rokkan as their Digital AOR (Agency of Record) to re-imagine the Amex Travel website experience – which is a key platform for American Express in delivering on their brand promise to provide the world’s best customer experience every day. 


Create a competitive site experience that encourages existing cardmembers to make their primary booking agent and increase the likelihood of cardmembers referring Amex to a friend based on their site experience.

The large-scale website redesign has been executed against an agile development timeline that includes the responsive re-architecting of multiple purchasing funnels – including Flights, Hotels, Packages, Cars and Cruises.

The journey has involved nearly every group within American Express from Card Services to Membership Rewards – leaning on consumer insights, the integration of new API technologies and deep product knowledge to drive forward an optimal user experience for Amex Cardmembers.

The Rokkan team has taken a mobile first approach to the design system while conducting in-depth User Testing and landscape analysis – whereby challenging the depth of Amex technical capabilities to align the Travel booking experience with best in class industry standards.

In addition to helping re-platform the American Express Travel site experience, much of the work has revolved around storytelling and delivering the right messages to the right people at the right time in their purchase journey.


We have created an easy-to-use booking flow that elevates the “Why Amex Travel?” value proposition – positioning Amex to be top of mind for Cardmembers when considering their travel needs.