UI/UX
User interviews
Information architecture
“My Account” Redesign
Desktop & mobile web redesign
“My Account”, a centralized hub for AAA members to manage their account, was in need of an update due to an outdated design system. As part of this initiative, we wanted to create a scalable design that is adaptable for different users and highlight top account management features.
The “why” and “who” behind the redesign
Defining the “why”: What are we trying to accomplish with this redesign? What issues are users experiencing with our current experience? What impact will this redesign have on membership, insurance, etc.?
Requirements gathering
Hosted workshops to identify key features and KPI’s to improve.
Competitive analysis
Researched different account management experiences from similar competitors.
Identifying current issues
Reviewed our current account experience and it’s performance metrics
Reviewed past research artifacts where I analyzed Tableau and Medallia customer satisfaction data that pointed to findability issues within “My Account”.
Screengrabs from prior research where account-related findability issues were identified based on Medallia survey responses.
By defining scope and understanding what our current members are struggling with, we established the main goals of our redesign which included:
Create a simpler, more intuitive way for users to manage their account
Improve visibility for membership and insurance bills
Increase member engagement for top account features
Highlight personalized member-exclusive benefits and services
What do our members think? Testing our prototypes
After hosting a series of workshops and incorporating different stakeholder feedback, we were ready to test our mockups with our members. Before testing our new experience, though, we launched a series of usability tests to test our legacy (current) experience and establish a baseline that we could compare our redesign to. In doing so, measuring the metrics of a series of tasks would highlight specific areas of improved performance or decline and eliminate the guesswork in what users were struggling with.
Test design for series of usability tests for legacy and new experience
Created different versions of our interactive Figma prototypes to test with our members & non-members (baseline, v1, v2, v3)
After a few rounds of usability testing of our desktop and mobile designs, we reviewed the testing results and compared its performance to that of our legacy experience. Together with our UX researcher and project manager, we brainstormed possible solutions to address issues that were revealed during testing.
Account component library
AAA is home to various lines of business including roadside assistance, insurance, travel, and discounts. As a result, our account services had to encompass all these different products while still maintaining access to key services such as paying a bill or managing an insurance policy. Due to this unique necessity, I created a library of components that were specifically tailored to My Account needs which included a full list of bill card variations, error messaging & pop-ups, product cards, promotional cards, and inbox messages.
Library of components with a full list of variations in Figma. Other designers, developers, managers, and stakeholders can use this as a reference and changes can easily be added to this document.
Release & performance
After multiple iterations, we began releasing the new version of My Account to select markets. Throughout this process, I went beyond my role of a designer and helped our engineering team with QA testing by working in our test environments to confirm that what was in production adhered to my original design visually and functionally. Based on the performance of these first initial markets, we made some additional adjustments like reducing copy and maximizing vertical space for the mobile web experience. With our improvements, we released the redesign to all markets including our biggest one in CA this past April.
Clear visual hierarchy
Quick links for high frequency tasks
Personalized suggestions
Showcase membership value
Current results for all markets (site reach >800k past 30 days)
44% increase in auto insurance quote conversions
32% increase in insurance auto pay enrollments
20% increase in overall engagement with quick link services (“Upgrade benefits”, “Add a family member”, etc.)
Awards & recognition
