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. AAA turned to Rightpoint to help build out a robust strategy to unlock Adobe Experience Manager (AEM) to help deliver this vision.
AAA and Rightpoint did extensive user research to better understand what people want out of a personalized experience. The competitive analysis was followed by user testing on the leading competitors in each business vertical including membership, discounts, insurance, travel, and roadside assistance.
The Rightpoint design team began working on a quick mock-up that explored insights from user research, keeping in mind and collaborating with each business vertical. Each brand has different user goals. While the design team focused on experience, the development team focused on leveraging the power and flexibility of Adobe’s AEM. Both teams had to collaborate to learn how to properly organize and structure the project to be the most efficient. We made sure that the components we created were customizable and reusable for the sake of maintaining autonomy and consistency among several independent branches. The same effort was made to handle large amounts of content, which are organized with templates and a universal style.
"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 and Emerging Technology
- User Experience
- User Experience Design