Art Director / Product Designer / Human
The partnership between American Express and Hilton offers co-branded credit cards that provide exclusive benefits to cardholders, including rewards points, hotel perks, and enhanced travel experiences within the Hilton Honors loyalty program. I was tasked with designing a digital learning course for the American Express Hilton Honors credit cards to enhance the employee training program. The goal was to educate the hotel sales team on new product features, compliance regulations, and strategies for improving customer satisfaction.
• Complex Content: The training course had to cover a wide range of complex topics, including product-specific details, financial regulations, and customer service techniques.
• Diverse Audience: The company employed customer service representatives in multiple countries with varying levels of experience and familiarity with credit card products.
• Engagement: Traditional training methods had failed to engage employees effectively, leading to low knowledge retention and suboptimal customer service performance.
The information architecture of the digital learning course was designed to provide a clear, intuitive, and user-friendly navigation experience. I divided the course into short, focused modules that could be completed independently. A progress bar provided an overview of all available modules, with progress tracking for each learner. Key information was prioritized using a hierarchical layout, with critical concepts introduced first, followed by in-depth explorations and interactive scenarios.
I designed a UI kit rooted in Hilton's brand guidelines, ensuring consistency across all digital assets while reflecting the brand's distinct visual identity.
To maintain engagement, I incorporated various interactive elements such as quizzes, branching scenarios, and role-playing exercises.
I collaborated with a developer to build the course in Articulate 360, leveraging the platform’s robust features to craft an engaging and interactive user experience. Through regular feedback sessions, we continuously refined the content flow, making adjustments based on the real-time performance of interactive elements. The developer also optimized the course for cross-device compatibility, ensuring that learners could access it seamlessly on both desktop and mobile platforms.
The final course was hosted on the company’s learning management system (LMS), making it accessible to all employees globally. Employee surveys indicated a 30% increase in engagement compared to previous training methods.
