Motif is a part of American Express go-to-market strategy. It aims to streamline E2E campaign execution process, automate marketing campaigns, reduce the time of go-to-market, and reduce operation cost. The key features include audience list pull, segmentation, targeting, scheduling, and treatment etc. The projects touch multiple business units, ranging from global marketing team, risk information management team, and technology group.

My Role: From November 2016 - May 2017, I work with Global Marketing Operation team and Global Information team. As a solo lead UX/UI designer, I work on the end-to-end design. This platform is powered by Salesforce cloud, and I also analyze constraints of Salesforce Lighting UI system, and work highly collaboratively with PMs and Salesforce developers to launch an MVP.

Achievements: I present the proposals to C-level executives and achieve positive feedback. Receiving great acknowledgment from stakeholders, I am invited to present an executive summary, user-centered design thinking, and methodology to other business units.


Identify user pain points and opportunities

Collaborating with product owners, I analyzed existing data, identified gaps, and led user research, created user personas and presented to stakeholders. The personas were well received by cross-functional teams.

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Usability Audit

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User Flows

I created different user flows and validated the flow with stakeholders..

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Rapid Prototyping&User Testing

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Mid-Fidelity Wireframe

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