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. 


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, Amex came to Rokkan in 2010 to begin the journey to re-architect and design the online travel discovery and purchase experience at

The redesign’s goals were to:

– Optimize the user experience of the website
– Increase conversions
– Reinforce the specific benefits of using American Express to fulfill one’s travel needs.


We started by working together to determine system requirements while they searched for a new inventory and fulfillment partner.

Since then, we have owned the design and user experience of the entire website, from the customer booking experience, to marketing landing pages and account management. We do this while in constant communication with our client, as well as the internal AMEX technology team, the platform provider, and the provider’s partner front-end development agency.  

One of our site’s key differentiators is the large set of exclusive benefits it offers cardholders. Research showed that these benefits were major conversion drivers.

We took a contextual approach: selecting specific benefits to communicate to specific cardholders at specific points in the booking path. Thus, understanding how and when to best communicate these benefits was one of our first steps and remains an ongoing activity.

Our collaborative, goal-oriented approach is the key to our long, successful relationship, as we continue to make improvements and yield tangible results including a 60% increase in login rate in and a 24% increase in bookings in Year 1, with a 15% continued growth year over year.

In addition, mobile usage was on the rise when we first launch but mobile conversions for travel remained minimal. Since then, another full redesign has been completed. This time, with a fully responsive experience. The new designs are rolling out gradually, across the various booking paths (flight, hotel, car, etc)