The Ramsey Design Lab partnered with the AMEX Mobile App Division to tackle this challenge.  Using the Stanford University d. school “design thinking” methodology, the Ramsey Design Team produced a comprehensive set of recommendations and several innovative strategies to engage the college market and to help AMEX to be seen as “essential” by Generation Z consumers.  The design solutions were built upon human centered research methods that identified needs and core values that characterize GEN Z. Following are two examples, drawn from the comprehensive report.

Rooted in the dreams and aspirations of Generation Z, the “personal assistant” app takes the user along a pathway that provides financial assistance, “clean” consumer products and services, college-related resources, career and internship opportunities, social action and social experiences, and good old “mom” advice.  The user experience matches the needs and motivations of college students and supports and promotes the individualized long range “dream” of the GEN Z user.  

Designed to capitalize on the technology and connectivity that is characteristic of GEN Z, the user experience provides virtual travel to countries, cultures, and experiences that engage the user with a diverse, global world, multiple perspectives and opportunities, social initiatives, products, services, and user experiences that are supported by the AMEX network.