American Express is introducing a responsive Web design for its Serve digital prepaid service beginning with mobile as it looks to make the customer experience more consistent. The decision to start the transition in the mobile channel is part of Serve's strategy to become the banking alternative of choice for customers who primarily use mobile devices to access the Web, said director of product development Miles Begin. “Responsive allows us to deliver ... features consistently whether users are coming through tablet, desktop or mobile. We're building a familiarity of service with our users that they can depend on," he said.

Related Summaries