Vicinity is an existing American Express product that allows Corporate cardmembers to find Amex accepting merchants within their Vicinity. My team (My Sr. and I) were tapped to help Product Ownership review existing data and user research on the existing site to try to discern which user goals we weren't meeting and how we could drive better traffic to the site.
We came up with an idea to do some A/B testing based of of the hypothesis that we could bring more value to the landing page by aggregating some popular spend categories. We assumed that doing so would teach the user how to efficiently use Vicinity for corporate spend purposes.
Our testing with users revealed that there was a bit of added value with aggregating specific types of merchants based off of popular search terms and user spend behavior. Some users also did find some instructional value in the landing page as we hypothesized. However, there wasn't enough positive feedback to warrant the technology resources to drive the changes to the landing page, so we decided to ditch the idea and instead incorporate an element of the aggregation in the map screens.