If you haven’t clicked over to membershiprewards.com in awhile, you are in for a huge surprise. The American Express program has relaunched its member Web site, with an eye toward changing its image. Gone (but not far away) is the structured American Express look and feel.

The first thing you’ll notice when you go to the site is … a picture. American Express has made a clear effort to present a look that emphasizes its change from a frequent flyer miles program to a more aspirational rewards program.

While many of the changes are aesthetically appealing, others were equally welcome from a usability standpoint. We noticed that browsing was easier, and we were not as frustrated redeeming our points. Plus we just loved the new search engine. Of course the Web geeks have added in just enough movies and other dynamic content to challenge your browser — but in a good way. So far no browser freezes to report.

But the best improvement in our opinion is a new area that showcases opportunities to earn even more Membership Rewards bonus points. Life is not all about redeeming…