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Simplifying the UX process to launch a credit card in the UK, DE, and FR

How do you make sure your new product meets customer needs all while trimming the time for design iterations because of a lengthy approval process? That was the big question behind the first launch of the Amazon Business American Express Card outside the U.S. I helped develop a new way to map out all 9 customer journeys, separating it from the UX design mocks to speed up approvals and make tech implementations easier and faster. I did this as the senior UX writer and content designer behind the UK launch in Nov 2020, followed by the first non-English launch in Germany in May 2021 and France in Nov 2021.

TASK​s

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  • Launched a small business credit card with complex messaging to appeal to customers in 3 separate regions

  • Ensured all launch UX and marketing copy was approved on time and across 2 separate marketing and legal teams

  • Handled any and all content design fires that flared up throughout the process (can you say, Brexit?!)

What I did

  • Managed 9 separate customer user stories from the business requirement documentation to launch (for all 3 countries)

  • Streamlined UX content approval process by separating the writing from the visual mocks 

  • Coordinated the content approval process across 2 separate marketing and legal teams

  • Developed all UI copy, including product content (microcopy, error messages) and marketing efforts (emails, brochures)

  • Revised the detail page and application based on customer insights

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RESULTS

  • Completed a successful, timely launch in 3 different countries within 12 months (did I mention this was in the midst of Brexit and then Covid?)  ​

  • Helped reduce the tech effort with each launch—45% less time for the France launch compared to Germany

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