American Express

Online Claims Site and Feature Development

1 min read
Design Research
Service Design
situation & task

Existing online claim function was performing poorly

Together with American Express we set out to redesign the site and find out which features were most useful and applicable for their range of customer types.


Creation of new journeys through customer interviews and in collaboration with stakeholders & transforming insights into a live experience

Customer insight and stakeholder workshops allowed us to create new customer journeys and site architecture for varied claim types; getting covered, being sick overseas, and dealing with lost baggage.

To best support the re-design we created 3 customer scenarios and mapped these to a journey in order to shed light on what these customers went through when traveling; what thoughts and concerns they had and which touchpoints they interacted with. The journeys were developed into a fully interactive prototype before being re-tested and iterated together with customers and in collaboration with the claim management team.

at a glance


Stakeholder workshops, customer interviews, customer journey maps, prototyping

3 customer scenarios

Mapped to a journey to shed light on what customers went through when traveling


Significantly reduced call center load in the UK

Spotless package recommendation

Elevate Your Existing Business


Call center load reduction

Working with their development partner AXA, we produced a new online claims site providing a full design guide including all screen stylings (page templates), modules and the new responsive framework. This is now used throughout the UK and has significantly reduced call center load allowing customers to more effectively service online during or post travel.


Direct insights from our valued partners, capturing the essence of Spotless collaborations.

"Spotless worked with us as our business partner, always going the extra mile to ensure our needs were met in a professional and timely manner."

Sharon Stinton, Learning and Development Leader
GE Money

"We required 'out of the box' thinking, meticulous attention to detail, an instinctive understanding of game design and a high-level of UX expertise. We got all of this and more."


"Spotless has been extremely professional and the team have worked closely with us to achieve our objectives and helped us frame our thinking in ensuring the outcome matched our initial scope."

Jennie Curran, Client Relationship Manager
BBDO Stoy Hayward

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