American Express MGM

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The Member-Get-Member (MGM) Acquisition Team at American Express is responsible for growing the company’s customer base by leveraging its existing members to refer new customers. This strategy, also known as referral marketing, encourages current Amex cardmembers to recommend the brand’s products to friends, family, or business contacts in exchange for rewards or incentives.

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Responsibilities

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As a UX Designer on the acquisition team at American Express, I designed the multi-referral scheme, a strategic initiative allowing customers to cross-refer both business and consumer cards. This feature empowered users to share the value of American Express across diverse card offerings, enhancing customer engagement and driving growth through personalised referral opportunities.

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By focusing on intuitive design and seamless user experience, I helped create a tool that aligned with Amex’s reputation for customer-centric innovation and rewarded loyal customers for their advocacy.

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