Data analysis
Usability testing
Heuristic evaluation
New member optimization
Desktop & mobile web redesign
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 of 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.
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), so I created a visual “map” of the online membership join (OLM) experience. The “experience map” includes screenshots from the membership join flow, click-through & drop-off rates, links to relevant QM session replays, and some heuristic evaluation notes. With this map, I identified areas where users were rage-clicking, inconsistencies in messaging, and lack of progress indicators.
Online membership join experience map with quantitative data and notes from heuristic evaluation
We also utilized 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 visualizations of raw data. Filtered by membership services that members were trying to find (based on survey data and categorization from an online survey response Tableau dashboard).
Usability testing & UX hypothesis
We followed up our quantitative findings with usability testing of our membership join funnel with non-members. We went into testing with the hypothesis that inconsistencies in copy and lack of progression in the funnel were negatively impacting user’s ability to complete the flow.
Notes and presentation from follow-up usability testing of online membership join experience
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 brought attention to the fact that there was no engagement with new members after completing their membership purchase. No personalized offers, no summary of benefits, no opportunity for account registration. As a result, we explored some new ways to welcome members to AAA.
Old and proposed welcome letter for new members based on responses from testers
We started off by looking at our current welcome letters (when our members receive their membership card) and seeing how our members interact with them by asking these questions:
What is the main purpose of this letter?
What actions would you take after reading this letter?
What, if anything, do you like/dislike about this letter?
After redesigning the letter, the UX design team came up with some ideas for the corresponding QR activation experience. The research team worked closely with design to integrate tester feedback and in helping prototype the designs in Figma
Deployed solutions and performance
Although we weren’t able to fully adopt this new flow to our current digital experience, our UX design exploration helped us to come up with some new ideas that we were able to incorporate into the confirmation page of the membership join flow.
Quick account registration right after members complete their purchase
Popular AAA discount offers for new members to explore
We also incorporated the quick actionable items that we had originally identified in the form of:
More pathways into detailed membership pages
Better visibility of total pricing of services during the checkout funnel
System visibility with progress bar for join flow
Improved copy regarding benefits included for selected membership plan
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
Awards & recognition
