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Client:
American Express
The American Express web site offers information
and transactional capabilities for a range of AmEx's products and
services. Different portions of the site are targeted to consumers,
merchants, small business owners and large corporations.
Client Challenge:
American Express wanted to determine which of
two possible home page designs these different user segments found
the easiest to navigate to targeted content areas throughout the
site.
The Westport Company Response:
We conducted our in-depth one-on-one trials and interviews with
consumers, small business owners, and current AmEx merchants to
define what these diverse audiences really wanted from the AmEx
home page in terms of content, nomenclature, organization and design.
As a result of these interviews, AmEx was able
to develop a home page design that enabled all of their target users
to access the information they needed.
Methodologies Used:
experience probes
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