Empowering small business owners

In early 2012 I worked with the AMEX OPEN team on their first-generation OPEN Forum iPad app. OPEN Forum's mission was to provide insights and resources dedicated exclusively to the success of small business owners. The iPad app aimed to build on the success of the OPEN Forum mobile app and mobile optimized web site which both launched in 2010.

MY ROLE:

  • UX
  • Visual design
  • Content strategy
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Outcome

In many ways, American Express OPEN Forum was a sort of how-to guide for content marketing. They put the needs of the audience first, built a community on their own properties and used outside experts to establish authority and credibility. Now living under the trends and insights section on americanexpress.com, the OPEN Forum mission continues to exist to help small businesses succeed. The OPEN Forum iPad app was one of many experiments that helped inform AMEX's approach.