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Serving the Underserved
Role
Product Designer
Impact
4x funds loaded from the previous year
Summary
Serve is a prepaid debit account that provides the benefits of online banking for people unable or unwilling to get a credit card or traditional bank account.
Tax season is one of the biggest initiatives that Serve tackles each year as it is an opportunity to help people receive their tax refund quickly and electronically, showcasing Serve’s strengths as a digital banking alternative.
As a product designer for American Express I worked closely with a content strategist, design manager, and engineer. I led the design process including auditing and research, synthesis, design workshops, wireframing, and final designs.
Building trust when it’s needed most
Taxes are stressful, especially for those that depend on a refund to pay for essential living costs. Tax season is, therefore, an important time for Serve to support its customers by assisting with refunds. By talking to customers to understand their mindset and overall sentiments around taxes, I was able to create a clear and simple process that instills in them more confidence and in turn, builds their trust in the Serve platform.
The day with the highest load of tax refunds using this redesign was over four times that of any day from previous years.
Breaking it down so they don’t break down
I identified the two states of a user’s journey: adding a refund (which requires multiple actions) and using a refund. Using these states, I designed a tabbed structure with a numbered guide within each state. The resulting journey thoughtfully leads users from high level information to specific details using intuitive language, components, and overall structure. The step-by-step solution guides and supports them from the moment they land on the platform through using their money in the way they want.
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