F1 Academy

As Lead UX/UI Designer, I translated the American Express Formula 1 global sponsorship into a unified digital experience across the primary F1 Benefits Hub and the F1 Academy initiative. I drove the UX strategy, visual direction, and interaction design to balance premium member perks with purpose-driven storytelling, ensuring clarity, engagement, and alignment with the broader Membership Experiences ecosystem.

Outcomes: Together, these two pages help Amex deliver a richer, multi-dimensional experience portfolio:

• Functional benefits — race weekend access, perks, lounges (main F1 page).

• Deepens member engagement beyond transactional use of the card.

• Strengthens affinity with audiences who value social impact and diversity.

• Differentiates American Express from competitors by linking exclusive experiences with meaningful partnerships.