Nicole Roberts

AMEX Now

Smart TV App

Smart TV App

Smart TV App

Smart TV App

UX and UI Design

Campaign Idea

Campaign Idea

American Express wanted a means for their users to watch their wide range of video content and learn more about the benefits of being a Cardmember. 

The solution was to develop a smart TV app, updated on a weekly basis, in which users could always access and interact with branded content.

Highlighting Benefits

Highlighting Benefits

Each feature in this app is positioned to demonstrate a different benefit of being an American Express Cardmember. Through the app, users learn how AMEX helps them get the most out of what they love.

For example, through the app, users were able to get exclusive access to watch live streams of AMEX's UNSTAGED Concert Series.

Customized for Television

Customized for Television

Unlike a traditional app, this one has to be navigated using a remote control. To create the best user experience, the layout was heavily influenced by the limitations of browsing through by the arrow buttons and users' browsing habits. 

For example, in this directional navigation paradigm, it is impossible to click to something on the left or right of a horizontal carousel. Users would be caught in an infinite loop and never reach it. Therefore, the design of the app is laid out so users first navigate vertically to different depths of content and then horizontally for different options. 

Leveraging the Remote

Leveraging the Remote

Although there are design limitations that come with navigating via a remote, there are also some benefits.

In the above design, users are able to filter through the American Express cards simply by pressing the number that correlates to the filter they want. This creates ease of use while enabling users to effortlessly browse benefits and find the card that fits them best.

Rich Video Content

Rich Video Content

The app leverages American Express' custom video content across multiple categories to drive users to return again and again to the app. Offering dozens of videos in entertainment, travel, dining, fashion, and more, users can browse and watch them at full screen on their television.

Also, to further enhance their viewing experience, a small tab will pop out to the side of their video when there is content available relevant to what they are watching.

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See It In Action

See It In Action