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Published on May 20, 2015
Katie Koch, the Director of Design at American Express Serve, presents a redesign of Serve with a responsive experience and tech platform that puts customers first. UX Framework: Serve Responsive Web won the Secret Admirer Award at the 2014 UX Awards in San Francisco.
At American Express Serve, we want to reshape how people manage their money and bring better, more affordable services to those who need them most. Today in the U.S., nearly 70 million people are unable to use traditional financial services because they’re not universally affordable, accessible, or available. Many rely on costly and time consuming methods to get cash, pay their bills, and manage their budgets, using only a mobile phone to access the internet at home. For them, mobile isn’t just about access on the go—it’s about access, period. To meet this particular need, we built a fluid, responsive web experience and code base that can grow and change as our users do, without app updates or device discrimination. By having an adaptable tech platform, we’re able to meet our customers wherever they are faster than ever, positioning Serve as an industry leader for financial inclusion.