American Express
American Express faced an unusual challenge: customers were earning points but not redeeming them, creating financial pressure and underperformance on their rewards platform. As Creative Director, I led the redesign of the Global Membership Rewards site, resolving UX friction and restoring brand elegance. The responsive overhaul prioritized conversion clarity, visual consistency, and customization across 19 global markets—empowering local teams while maintaining the premium Amex identity. The result: a smarter, more engaging redemption experience for users worldwide.