Rapid Research of AAA Landing Page

February 2023

Picture this! You are on the interstate and you hear a high pitch screeching sound. You just ran over a spike and your tire quickly deflated. In a panic, you are flustered and unsure of what to do…then you remember you have roadside assistance with AAA. This scenario and ones similar were frequently presented to users/members during test sessions on the home page redesign on AAA cluballiance.com. During my time, as the Junior UX Researcher at Descriptive, I work to understand members’ experiences when navigating the mobile and desktop version of the AAA cluballiance.com site.

Collaborating with Stakeholders

At the beginning of this project, I met with the product owner, the product designer, and senior UX researcher to understand the problems and the goal of redesigning the homepage. The homepage was previously designed and many areas of the new site gained traction and increased engagement but there were areas that still had room for improvement.

The goal :

• Understand members experience with accessing membership account and updated navigation menu

• Assess members ability to access the roadside assistance button.

Methodology 

The methodology used for this test was unmoderated usability tests, which uncovered members' ability to complete the task of locating the roadside assistance button without guidance. 

After the conclusion of two rounds of unmoderated usability testing and meeting with stakeholders to review the findings, the third round of testing commenced with an A/B test to evaluate members preferences of the location and accessibility of the roadside assistance button.

Participants

Participants for this test included current members of AAA within the club alliance region. Members were active on the site within the past year and were familiar with the roadside assistance program. During each round of testing, there were 5-7 participants. 

During all tests, members were tasked with locating roadside assistance- this revealed members preferences, their pain points and their expectations when navigating the webpage. 

Insights

After multiple rounds of testing, there were several insights that emerged: 

• Members welcomed the feeling of reassurance and recognized that the hero image and copy instilled trusts upon initial entry to the site. 

• Members wanted the emergency roadside assistance button to remain in a prominent location (at the top) of the screen to ensure easy access in emergency situations. 

• Members found the page clear and easy to navigate.

Opportunities

• Improve the visibility of Roadside assistance by evaluating the location of the ERS banner. Consider moving the button lower on the page.

• Increase visibility of the emergency roadside assistance button by using the AAA brand color (red). 

  
  
  
  
  

Round 2: Mobile Design Unmoderated Usability Test