Data analysis
Heuristic evaluation
Usability testing
Prototyping
New member optimization
Desktop & mobile web redesign
Summary
The UX research and design team were tasked with analyzing the performance of our membership join funnels and identify ways to improve experiences for new members. This was a request that came as a result from large drop-off rates throughout the conversion funnel. From this series of research and design initiatives, the UX team not only optimized our current membership funnel by facilitating add-on functionality and improvements in messaging, but also proposed new ways to encourage new AAA members to engage by quick online account activations and personalized offers.
My role
As part of the research team, my responsibilities included:
Data analysis: Collected metric data from multiple sources to cross-examine and identify recurring problems
Heuristic analysis: Consolidated metric data and identified problems based on usability standards and guidelines.
Prototyping: Worked with designers to create interactions for proposed designs and set them up for usability testing
Data-driven design recommendations: Utilized findings from metric data and usability testing to make informed decisions on what the business should prioritize in improving to improve metrics like drop-off rate and funnel completion.
Data collection & heuristic analysis
The research team wanted to get a better understanding of the membership join funnel and contextualize the quantitative data collected from Adobe & QuantumMetric (QM).
As a result, I created a visual “map” of the online membership join (OLM) experience that includes
Screenshots from the membership join flow
Click-through & drop-off rates
Links to relevant QM session replays
Heuristic evaluation notes
We also worked with Excel & Tableau to export survey data and create visualizations of our survey responses. From this, we were able to identify findability problems with account management services, which fell outside the scope of this new member funnel optimization project. However, I did revisit this research later on for the redesign of “My Account”.
Pie chart of services that members were unable to find (based on member satisfaction survey data).
From this analysis, I identified areas where users were rage-clicking, inconsistencies in messaging, and lack of progress indicators.
Usability testing & UX hypothesis
We followed up our quantitative findings with usability testing of our membership join funnel with non-members. Collecting feedback from real people was a priority for us in order to understand what people are actually thinking and identify optimization areas that aren’t as apparent to us
Hypothesis: Inconsistencies in copy and lack of progression in the funnel were negatively impacting user’s ability to complete the flow.
From our findings, we were able to confirm that the messaging involving selecting a membership plan and add-on benefits was causing confusion amongst our participants. We were able to identify low-hanging fruit for the membership join funnel and provide quick fixes to it without sacrificing too much design and developer time toward improvements.
Engaging new members after joining
Our usability testing also identified that there was no engagement with new members after joining AAA. To further research, we looked at our current welcome letters and came up with ways to improve how members are introduced to AAA.
After redesigning the letter, the UX design team came up with some ideas for what the corresponding QR activation experience could look like. The research team worked closely with design to integrate the tester feedback and in helping prototype the designs in Figma.
Proposed QR code onboarding flow with personalized AAA offers.
Deployed solutions and performance
Main funnel design solutions identified from research:
More pathways into detailed membership pages
Better visibility of total pricing of services during the checkout funnel
Improved system visibility with progress bar for the join flow
Improved copy in regards to membership plan benefits
Although we weren’t able to fully adopt the new QR flow into our current digital experience, we were able to incorporate some proposed features into the confirmation page of the membership join flow.
Results based on organic traffic for all markets (reported June 2024)
30% increase in online membership join conversions
95% of all newly joined members register for online accounts
Recognition
