AMEX Open Forum

Lead product strategy to reboot American Express OPEN Forum

Product Strategy • UX Design

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OPEN Forum provides small business owners with insights, ideas and resources to help them grow their businesses.

American Express has the tools and resources to help their small business customers grow, but their online community and resource hub OPEN Forum was suffering from declining engagement.

Customers said the long-form articles didn’t feel solution oriented and they weren’t easy to take action on. Articles also didn’t connect to a larger theme or learning opportunity, so there wasn’t much incentive to return. AMEX needed a new approach to their product and content strategy.

Their digital agency, Kettle, hired me to design the product vision.



Understanding user needs and exploring concepts through sketches

User Research


User research allowed us to narrow in on a few key themes for product exploration.

  • How might we make complex topics easy-to-digest?
    In order to discuss topics intelligently with others, customers wanted multiple perspectives at a glance.

  • In what ways might our content suggest next steps?
    Customers were action-oriented and looking for solutions to their problems.

  • How might we better use the content we already have?
    In order to better serve customer needs, we needed take the raw ingredients and create a new recipe.




Based on our user research and how might we statements, I explored new ways to package OPEN’s wide breadth of content.



A modular design to encourage action

Content Map


I arrived at a concept allowing OPEN to repurpose their existing standalone content organized into new framework called Action Cards.


Action Cards


Action cards answer common questions using snippets curated from standalone content. They allow customers to quickly parse information at-a-glance, and prompts them to take action.

The flexibility of action cards allow AMEX to package existing content in a more meaningful way, and provide a clear framework for future content strategy.



High-fidelity wireframes brought the product strategy to life

Each question could be answered through modular content that tells a story:

  • Help them understand the importance of the question

  • Encourage different ways to take action

  • Lead by example using inspiration from experts and card members



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Article pages link to parent action cards so users can easily dig deeper. Question prompts allow customers to engage with content and save their progress. Expert spotlights provide trust and exclusive access to cardmember-only content.



Erin is a product designer at Squarespace



Want to get in touch?

I’m available for speaking at events and conferences as well as teaching workshops on product ideation, testing, and design.

Contact me