Privileges American Express Travel is a membership program in partnership with American Express, servicing their cardmembers' travel discount and booking needs. The request was to update their booking path and storefronts, while adding sections spotlighting itinerary specifics and driving sign ups.
To add visual interest, the search widget with various travel types was placed atop a full width image highlighting destinations and the selected category. In this case it was decided that the mobile view differ, to make more efficient use of the smaller space. Lesser booked types were located within the hamburger at top left, while the three most frequently used were situated over a solid color field, giving the experience a cleaner, more direct look, with no image.
Elsewhere on the homepage, cards and grids were deployed featuring preferred trip options with the largest savings, while prominent banners encouraged users to sign up for the program.
A straightforward three step process to become a member was designed, gathering only essential information to convert users as quickly as possible and reduce abandonment. These data gathering steps were: general information, membership type (from two tier choices), and payment.
Certain travel categories featured lengthier bookings with multiple stops in different destinations, and were elaborated upon with a robust sub-navigation once users clicked through to view them. This navigation was broken down into "Overview," "Itinerary," "Accommodation," and a gallery. These pages also featured bespoke video content in their heroes.
