✦ Project #1 ✦
PUSH NOTIFICATIONS UPLIFT
The mission was to identify and resolve key usability issues within the Notification experience, driving higher engagement through a full UI modernisation and interaction design
📱 IOS, Android 📆 2024-2025 ⏳ 6+ months 👨💻 Lead Designer
✦ THE EVOLUTION ✦
✧ before 2024 ✧
✧ mid 2024 ✧
✧ 2025 ✧
✦ BRIEF ✦
Despite a loyal user base, our app was facing a steep decline in engagement. Why? Users were missing critical notifications and deadlines, affecting both satisfaction and trust.
Digging into the issue, we discovered the root cause: a dated, fragmented push notification system that hadn’t been touched in years. It was riddled with usability issues. Users found it hard to navigate, nearly impossible to customise across multiple accounts, and - most critically - hard to even find.
✦ RESEARCH ✦
🔎 User Interviews
we conducted a rapid user lab with 6 Card Members (CMs) to evaluate the discoverability and usability of the current system. The findings were clear (and brutal 🥸):
🤝 Design Goals
✷ Drive meaningful engagement
✷ Enable action from within notifications
✷ Clarify purpose and show value
✷ Improve readability and hierarchy
✷ Maintain accessibility standards
🎨 Much-Needed Overhaul
The legacy designs were stuck in Sketch. I led a complete rebuild of the experience in Figma.
This wasn’t just a visual update. It was a foundational re-architecture of the interaction model, information hierarchy, and design system usage. Key focuses included:
✷ Users couldn’t locate notifications easily
✷ Once found, the interface was confusing and outdated
✷ Managing preferences across multiple cards was unclear and cumbersome
✷ The language used was inconsistent and often unclear
🤝 How Might We
“How might we create a Notification experience that is engaging and user-friendly, while aligning with Amex’s brand and industry standards?”
✷ A modern, mobile-friendly UI with clear grouping
✷ Simplified Notification setting process
✷ Improved accessibility and clear feedback states
✦ WORKSHOP ✦
✦ DESIGN ✦
✷ Engagement was dropping
✷ Users were missing critical updates
✷ The notification preferences screen was outdated, confusing, and barely usable
✷ Revenue loss on the Offers side
🏆 Objective
To redesign the Notification screen to increase engagement, usability, and consistency with the Amex brand with a the goal of drive revenue and reduce SMS costs.
🧨 Problem Statement
“The existing Notifications screen presents outdated UI patterns, lacks clear information hierarchy, and offers limited interactivity. As a result, user engagement remains low, and key communications are frequently overlooked, undermining both user experience and the effectiveness of timely messaging.”
before & after
✧
before & after ✧
👎 1. Dated, inconsistent UI
👎 2. Confusing “Apply to Accounts” screen
👎 3. Lack of clarity after applying changes
👎 4. Inconsistent UX copy
✦ AFTER ✦
✅ 1. Complete UI uplift, based on the latest NDL guidelines
✅ 2. Redesigned “Apply” screen based user feedback
✅ 3. Review UX copy for better understanding and navigation
✦ BEFORE ✦
Complete UI uplift
👆 Before user manually had to select all their cards, even the one they entered through
Improved experience
on Apply Screen
👆 In the New screen, the card is automatically selected, so user can add extra cards if they want to
New confirmation screen
✦ Boom! This is released now for real! ✦
✦ HIGLIGHTS ✦
The redesigned Notification screen became a more intuitive and high-utility space, contributing to improved app engagement overall. It now acts as a hub for timely, personalized interactions, reflecting Amex’s commitment to digital excellence.
✅ Drove Push Enrolments on the Mobile App
✅ Closed the gap of 41% of Multi-Card CM’s preferences enrolled for more than 1 Card to 70% of Overall Preferences enrolled
✅ Reduced overall SMS costs
✅ Increased Customer Satisfaction Score (CSAT) and Digital Engagement
⭐️ Launch the same Apply All and Confirmation Screens for Android in the next App release
⭐️ Extend Apply All capability to Push Preferences that were out of scope for MVP
⭐️ Discovery and internationalisation of more Push Preferences and capabilities for 2025
⭐️NEW shimmering badge exploration 👇
