Reimagining Digital Card Management
Transforming the American Express India digital experience through a scalable omni-channel platform
American Express partnered with Fiserv and Brillio to redesign its digital card management experience across web, iOS, and Android platforms for the Indian market. The initiative was driven by RBI compliance requirements and a broader modernization effort to replace fragmented legacy experiences with a unified, scalable, and customer-centric platform.
Rather than simply redesigning interfaces, the program focused on creating a reusable digital foundation that could support seamless self-service experiences, accelerate future expansion, and improve operational efficiency across channels.
Duration
14 Months
Year
2025
Role
Product Designer
The Challenge
The platform needed to reflect both Fiserv and American Express brand standards while being tailored to the needs of Indian users.
Users encountered
Inconsistent UI patterns across web and mobile
Complex and unintuitive servicing journeys
High cognitive load during common card management tasks
Limited continuity between touchpoints
Poor scalability due to heavy customization
From a business perspective
No unified design system
Increased maintenance and operational overhead
Difficulty scaling across regions and institutions
Misalignment between customer experience and backend modernization efforts
Complex integrations with card issuing and processing systems
The Approach
A platform-first, experience-led approach was adopted to transform fragmented legacy journeys into a unified, scalable design foundation. Leveraging Fiserv’s existing assets, the team reimagined the experience to align with American Express’ brand standards and Indian market needs.
The focus was on creating a consistent, intuitive user experience across web, responsive, iOS, and Android platforms by standardizing design patterns and building reusable UI components. User journeys were simplified to reduce friction and improve self-service, while information architecture was restructured for better clarity and task efficiency.
This approach ensured seamless omni-channel continuity, enabled faster design scalability across markets, and created a cohesive, user-friendly digital product aligned with modern design standards.
Process
The project followed an agile, parallel delivery model where design and development progressed simultaneously. Through regular collaboration with clients, business analysts, and engineering teams, we first aligned on requirements and user needs. Once requirements were defined, the BA team prepared functional documentation while the design team created and refined screens through continuous stakeholder reviews and feedback cycles.
Discovery
We began by understanding the existing ecosystem, evaluating current user journeys, and identifying gaps across platforms.
Activities
Reviewed existing Fiserv assets and experiences
Conducted stakeholder workshops and requirement discussions
Audited current user flows and servicing journeys
Identified UX, UI, and accessibility issues
Evaluated platform constraints and integration dependencies
Key Insight
Users expected seamless self-service capabilities regardless of channel, while the business required a scalable and reusable platform that could reduce fragmentation and support future growth.
Define
We redefined core user journeys, focusing on simplicity, predictability, and consistency to ensure users could complete tasks efficiently regardless of the channel they were using.
Based on the research findings and business requirements, we translated the complexity of the existing ecosystem into a set of clear design objectives:
Create a consistent experience across web and mobile channels
Simplify key card management journeys and reduce user friction
Empower users with intuitive self-service capabilities
Build a scalable foundation that could support future markets and institutions
Establishing the Process
Due to the scale and complexity of the program, multiple workstreams were running simultaneously. To maintain alignment across teams, we established a clear process that defined ownership, review cycles, and collaboration touchpoints, ensuring smooth coordination between business, design, engineering, and client stakeholders.
Design
Using a platform-first approach, we designed a unified experience across web, responsive web, iOS, and Android. To demonstrate the flexibility of the design system, we also created dark mode concepts for key screens, giving stakeholders a vision for future enhancements.
Key Activities
Created high-fidelity designs for all platforms
Extended and maintained reusable design system components
Standardized interaction patterns
Simplified complex servicing workflows
Designed for both light and dark modes
Conducted accessibility reviews and refinements
Collaborated closely with engineering teams to ensure implementation feasibility
Design System Contribution
A major focus of the project was establishing a reusable design foundation. This included:
Component standardization
Cross-platform design patterns
Accessibility standards
Documentation and governance
Scalable visual language
Deploy
I remained actively involved throughout development, partnering with engineering teams to review implementations, validate design quality, and address technical constraints. Through continuous design support, UAT collaboration, and stakeholder reviews, we ensured the final product delivered a consistent and polished user experience.
Information
Architecture
FInal Design
Business Impact
Reduced clicks by 20% across key customer journeys, improving efficiency and simplifying task completion.
Established a reusable component library, enabling design consistency and accelerating future feature development.
Improved information discoverability and task completion rates through simplified navigation and enhanced information architecture.
Achieved 35% engineering cost savings through reusable platform components and AI-assisted development practices.
Learnings
Design systems are critical for scalability and consistency.
Simplifying complexity is often the biggest user experience win.
Designing for platforms and ecosystems creates greater long-term impact than designing individual screens.
Strong alignment between design, engineering, and business teams drives successful outcomes.