UI/UX
User interviews
Information architecture
“My Account” Redesign
Desktop & mobile web redesign
Summary
“My Account”, a centralized hub for AAA members to manage their account, was in need of an update due to an outdated design system.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.
My role
Define
Research
Ideate
Test
Iterate
As the lead UI UX designer for this project, my responsibilities included:
Cross-functional collaboration: Worked with product managers, developers, marketing teams, and research teams
User-centered design: Implemented user-centered design throughout the design cycle by referencing user research findings and customer survey data from legacy design
Developing a custom design system: Created and maintained a system library of account-related components for unique account features that our traditional design system couldn’t account for
UI UX validation reviews: Reviewed my designs in prod/test environments and identified any UI inconsistencies or behavior errors.
Post-launch optimization: Monitored new launch performance and worked with project manager to identify areas of opportunity.
Objectives
I began this project by referencing past research artifacts where I had analyzed Tableau and Medallia customer satisfaction data & responses that pointed to findability issues within “My Account”.
From these findings and from hosting a few workshops with other teams (ex: Insurance, Membership, Marketing, etc.), we identified the main goals for the redesign of account services.
Create a simpler, more intuitive way for users to manage their account
Increase member engagement for top account features
Improve visibility for membership and insurance bills
Highlight personalized member-exclusive benefits and services
Baseline testing of legacy experience
As I started working on some concept designs, I reached out to our UX researcher to help launch a series of usability tests to evaluate our old (legacy) account experience. By having task performance metrics for our legacy experience, the successful performance of any new designs would be easily measurable with a set of metrics to compare them to.
Mockups
Usability testing with prototypes
After 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. 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.
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 test participant’s concerns and areas of improvement.
Account component library
AAA is home to various lines of business including roadside assistance, insurance, travel, and member-exclusive discounts. As a result, our account services should 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 would be specifically used for My Account that includes full list of bill card variations, error messaging & pop-ups, product cards, promotional cards, and inbox messages. Other designers, developers, managers, and stakeholders can use this as a reference and changes can easily be added to this document.
Conclusion + results
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, 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.
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.)
Recognition
