American Express Digital Directory

New York City, NY

I've had an excellent opportunity being able to design a project like this. I got to see data from thousands of exotic luxury properties from around the globe populating all these dynamic pages with vibrant photos, visitors using the tools we've designed for them, and to see its effect that it had on the company's end-of-year revenue. Hide Description –

  • situation

    We've been slightly upgrading the existing digital directories over the past couple of years, but this time they wanted a complete revamp of the entire experience. It was a chance for me to have some creative freedom on how I would go about designing this platform with the help of my team composed of talented copywriters, programmers, and project managers. Currently, there is a version for both gold and platinum members, and the idea is that they will share the same user experience and visual language, but populated with different types of data.

  • approach

    There was much back and forth on how to go about achieving what the client required. At the same time, we also wanted to concentrate on what we felt that the users needed. There was also a need to maintain functionalities from the previous site experience so that it wouldn't change the way existing users navigated through them. And we were able to convince our viewpoint on allowing any given user to explore their own specific needs to find a property that fits best for them with the hotel finder functionality, ideated by our UX designer.

  • experience

    This product was one of the most fun projects I was able to design in my career as a designer. We had a full team of copywriters, project managers, and developers working on this. My responsibilities dealt with designing everything visual, based on our research and requirements for information hierarchy. I used everything from creating design patterns (using Sketch as an industry standard), visual prototyping (using Invision), motion demonstration (utilizing After Effects), and front-end styling (CSS). I did lose some battles on my end, but much effort in other areas of the design was kept based on good intentions. Full rail-to-rail images were ignored in place of serving up the content higher on the page, and parallaxing on hero images was skipped in favor of smoother page scrolling.

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This project was made possible through DCG One.