Led an experience strategy team to help AAA grow their mobile user adoption and decrease member attrition.
Project Summary
The American Automobile Association (AAA) is renowned for its roadside assistance and insurance services, offering members a range of additional benefits such as maps, guides, travel services, and exclusive discounts.
AAA collaborated with my team at Inspire11 to enhance member adoption and engagement with their mobile application. Facing a decline in member usage due to the pandemic's impact on travel and auto insurance activities, I spearheaded a team of strategists and researchers to assist AAA in developing a resilient strategy to navigate the crisis successfully. This project involved extensive member research and aligning executives from different departments within AAA.
Project Details
Role :
Project Lead
Strategy Lead
Duration :
10 weeks
Tools :
Miro, Sketch
Deliverables :
Challenges
User Adoption
Member Attrition
In 2020, amidst the challenges posed by the COVID-19 pandemic, and facing a decline in member usage due to the pandemic's impact on travel and auto insurance activities, AAA lacked user adoption, and was shedding association members.
Given AAA's complex organizational structure with competing priorities and disconnected leadership, our focus was on understanding member preferences and facilitating alignment among key stakeholders through a series of user interviews and executive workshops.
I led a team of six researchers and strategists dedicated to fostering innovation and developing strategic initiatives for AAA's mobile application. The project was meticulously divided into four distinct phases: Research & Discovery, Stakeholder Alignment, Alignment & Innovation Workshops, and Concepting & Roadmapping.
Results
650% increase in monthly visitors
27% increase in member signups
30% decrease in member attrition
Process
The framework we used to conduct the strategize the experience of the AAA mobile application was a pretty standard design thinking process.
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
PROTOTYPE
TEST
Key
Team Members
Stratagy
Lead
(me)
User
Researchers
Experience
Strategist
Research
During the Research & Discovery phase, we delved into competitive analysis, current state evaluation, user research involving both members and non-members, and engaged in stakeholder interviews. This foundational phase set the groundwork for the entire project.
Strategy
The Stakeholder Alignment phase involved engaging AAA's executive team in a series of interviews across the organization, culminating in pivotal innovation workshops. These workshops were instrumental in guiding the prioritization of features based on the insights gathered.
Subsequently, the Alignment & Innovation Workshops played a crucial role in aligning AAA's senior executives by sharing user research findings and facilitating co-design activities. These workshops aimed to harmonize the organization's leadership and establish clear priorities for future endeavors.
In the final phase of Concepting & Roadmapping, our focus shifted towards conceptualizing a prototype that showcased a forward-looking vision and detailed user stories essential for creating a Minimum Viable Product (MVP) Roadmap.
Through extensive research and collaborative workshops, we identified the significance of enhancing AAA's mobile experience to drive member engagement. With the world transitioning towards a mobile-first approach and a growing emphasis on customer experience, there exists a prime opportunity for AAA to distinguish itself as an industry frontrunner by reimagining and modernizing its mobile member experience.
