Cindy Tong
Software Engineer
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American Express

Led a global uplift of our web navigation and search experience which involved a technology migration and consolidation of thousands of legacy assets, developing a service API for hundreds of internal and external consumers on different technology stacks, and a re-architecting of our assets to optimize load speed, SEO, web accessibility, information architecture and usability.

American Express


Role:

Product Manager - Navigation, SEO & Search

About:

I managed how users discovered, navigated, and searched across American Express’s web experience in 24 countries.

Redesigned the web navigation experience on Americanexpress.com US

Redesigned the web navigation experience on Americanexpress.com US

Navigation redesign

I led a global uplift of American Express’s web navigation experience.

This involved consolidating and redesigning thousands of legacy assets into a single, more accessible and optimized navigation experience for our users.

Key initiatives:

  • Architected a service API for the consumption of an optimized navigation experience across multiple technology stacks

  • Stakeholder management across silo-ed teams to align local needs with global goals and branding

  • Information architecture audit and redesign across multiple markets and internal teams

  • Developed internal SEO education workshops and iterated on content governance models

Audited hundreds of disjointed, non-responsive and off brand web experiences

Audited hundreds of disjointed, non-responsive and off brand web experiences

research methodology

The one navigation framework developed was a convergence of the learnings from multiple rounds of stakeholder interviews, card sorting experiments, usability interviews with cardmembers, multivariate experiments, surveys and design sprints.

Internal teams competed to rank for the same keywords on search engines

Internal teams competed to rank for the same keywords on search engines

Search engine optimization advocacy

Supported the global governance of content and technical search engine optimization strategy which included managing agency relationships, Google search console oversight, advocating for a holistic SEO governance model, designing workshops on keyword targeting and SEO fundamentals, and providing organic traffic optimization consultation for internal teams.