Starting with a Strategy
AAA is widely known for its excellent roadside assistance services. However, they also offer products and discounts in areas such as travel, insurance, commerce, and community outreach. AAA is an organization made up of more than 60 regional clubs. They needed a design that could be replicated by other offices while maintaining consistency and brand continuity. How would we engage all users? Our challenge was to design a website that better organizes content and allows users to find what most interests them within the constraints of Adobe Experience Manager (AEM), a complex content management system. We had to achieve this all while collaborating with two agency teams across three different time zones.
We did extensive user research to better understand what people want out of a personalized experience. Our competitive analysis was followed by user testing on the leading competitors in each business vertical including membership, discounts, insurance, travel, and roadside assistance.
“Rightpoint enabled our large organization to execute faster online than we ever have. In just a short period of time, we’ve gone from being available to our members online to becoming competitive to many of the largest brands with real-time tools that will enhance the member experience for many years to come."
- CMS Training
- Mobile & Emerging Technology
- User Experience
- User Experience Design