The new American Express home page with tutorial-based banner
After you've logged in/out, it serves up different banners with a refreshed creative direction
American Express just relaunched their home page and I’ll commend them for communicating it right. The first time you arrive, the main banner is focused around literally pointing out the new features AND they ask you to tell them “how it works for you.” The highlights are:
- Simpler Navigation so it’s easier to find what you’re looking for
- Quick & easy access to your account login
- Realtime news feed so you don’t miss any offers or updates
Once you’ve logged in/out once, they remember and the banner is rotated out to show a banner focused on a marketing message. The conventional thing that is missing from this setup is a way to scroll through banners; as of now it appears they only load one per page view. The creative direction is distinct from the previous design because the banners are “graphical,” using large swatches of color, large type, and isolated photos. I’ll miss the aspirational direction of the old banners, which were large photos that blended the sky into the background.
3 Comments
I’ve got two problems with the new Amex home page:
1) I prefer to use a keyboard over a mouse to navigate web pages that I visit frequently. Most login pages make that easy, by putting the input focus into the “username”field and placing the “password” field right after the username. Thus, you can login to most sites with the simple sequence: {USERNAME}{TAB}{PASSWORD}.
2) As you pointed out, the link to offer feedback on the new design disappears after the first visit. After my first visit, I wanted to give them feedback – uh where’d that link go ?
No more s***. All posts of this quliaty from now on
On behalf of Ogilvy who created it…thanks.