Page 28 - Pay Magazine s2014

pay awards
Best moBIle APP
The best mobile app platform supporting prepaid, loyalty or gift cards that enhances the cardholder experience and drives usage and retention.
American Express Serve Mobile App
American Express
what it is: The American Express Serve app o ers on-the-go consumers simple icons to nd ATMs, access Amex O ers, transfer money, deposit checks and check account balances (without logging in), among other tasks.
why it works: Updates and enhancements
are released every two to three weeks,
plus constant analysis of Serve customer behavior ensures that the app meets customer needs. The app’s design mirrors the mobile Web interface to provide a consistent con- sumer experience.
why it matters: American Express designed Serve to meet the needs of the nancially underserved and to appeal to consumers
who use their mobile devices more often than computers. The usability and popularity of the app are critical to delivering on this mission.
differentiators: The focus on user experience and the inclusion of the Amex O ers discount program set the app apart.
what the judges said: By listening to cardhold- ers and having a dedicated team re ning the app based on that feedback, the Serve mobile app is helping American Express drive usage and loyalty by keeping popular features— such as Quick Balance, P2P transfers and Amex O ers—close at hand.
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wInners
Mobile- rst app focuses on design, visuals and user experience to drive loyalty and usage with features such as Quick Balance, P2P transfers and Amex O ers.
BizNow/Dash
FIS, Karmic Labs
GoBank
Green Dot Corp., MasterCard Worldwide
prepaid