CLIENT
American Express
PROJECT
How-To Video Series
ROLES
Creative Direction
Designer
OVERVIEW
American Express is known for its exceptional customer service and prides itself in it. In 2018, they came to us with a problem – their customer service agents were spending large amounts of time guiding card members on how to complete core tasks within their American Express online accounts. They wanted to find a solution to divert calls away from the customer service centers while still offering comprehensive account support to card members.
The solution we arrived at was to create an online library of short videos demonstrating the core account tasks a card member might need guidance on. This library could be accessed at any time and would save time for both card members and customer service agents, all while continuing to demonstrate the growing value provided to card members. Additionally, these videos served to highlight the digital tools and capabilities of AmericanExpress.com.
The videos were designed to incorporate the recently rolled out brand refresh at American Express, including colors, patterns, typefaces and graphic elements. We created each video in mobile and desktop versions to allow for the difference in layout that occurs between the devices and ultimately produced over 20 videos in this series.