AMEX: Platinum Refresh

Refresh the American Express Platinum Card with new features, new benefits, and a new design path.

Year
2025

Highlight
Largest initiative of the company.

Deliverables

Prototypes
Mockups

Most parts of this project are confidential, so I’m focusing on the design decisions and outcomes I can share publicly.

Project Overview

The Platinum Card refresh involved dozens of stakeholders and long-term design decisions. We streamlined rewards flows, increased engagement, and ensured users could access value at the right moments.

Impact

↗️ 38% Engagement for Mobile Benefits Tab

↗️ 15% Enrollment of New Benefits

Crafting a Premium Rewards Experience

To start improving the Platinum rewards experience, I reviewed engagement data and saw that many users were unclear about the card’s benefits.

Official Press Release from Amex

“Starting September 18, 2025, the best Membership is getting better than ever, introducing six exciting new benefits, expanding existing credits, and offering more value overall — all without removing any benefits.”

The Platinum refresh included new and upgraded benefits, which meant we had to show users why the higher price was worth it. I redesigned Android flows to surface premium rewards, launch-specific perks, and platform-specific interactions. By keeping benefits in plain view and adding consistent entry points, users could quickly understand the value they were getting and engage with the features that justify the card’s premium.