American Express Homepage Redesign – Centricity meets Simplicity

April 20, 2011 § Leave a comment


April 20, 2011. A couple of days ago I noticed that American Express debuted a new homepage. At first I was ecstatic…I am literally not kidding. I have been an American Express client for over 5 years and in that time the homepage has remained largely the same.

While the rest of the logged in site remains intact,  the homepage now offers a very warm and inviting experience. It feels clear that the owners of the site (and those responsible for the redesign) took a user-centered  approach. By this I mean thinking about 3 simple rules.

1) Who is the user,
2) What are they trying to accomplish, and
3) How will the site help users achieve those goals. « Read the rest of this entry »

Where Am I?

You are currently browsing the User Centered Design category at theadaptivemarketer.