Role
UX/UI Team Lead
Competitor Research
UI Design Strategy
AMA Mobile App
Tools
Figma
Additional Designers
Arden Burnett – Primary
Leo Broadhead
Max Turu
Timeline
6 months
Live Link
Summary
The underperformance of the existing AMA/CAA mobile app prompted a strategic reevaluation. Recognizing the imperative to align with the distinct goals and needs of our members, we embarked on the ambitious journey of developing a proprietary app. Our KPIs were to elevate our mobile presence to a minimum of 30% growth in active users, and increase app overall satisfaction ratings.
Business Goal Results
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Apple Store ratings increased from 1.9 to 4.8 stars
- Google Play Store ratings increased from 1.2 to 4.6 stars
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348,000 new users (+45%) within 12 months of launch
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In October 2023, the AMA app reached #2 in Canada for Lifestyle Apps
User Research
We created a member insights survey for the existing app and potential new features, which lead to feedback from 1,358 active AMA members who had previously downloaded the original version of the AMA app.
Our findings showed us:
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The primary use case of the app was for Roadside Assistance and Road Reports and had used it once or twice (41%) or 3 to 5 times (29%) in the last 12 months
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70% of respondents wanted to be able to manage their membership from the app and 42% wanted to update their information
- There was great interest (65%) in using the Reward deals feature if it was more personalized and easy to use
Roadside Assistance Made Easy
The original RSA experience from the original CAA App was confusing and frustrating for users, 55% of users would not stop partway through submission and call rather than finish on the app. Most users would get frustrated on the breakdown location step – the ‘drag and drop’ feature was neither accurate or easy to use, and it was not obvious how to search by address or your location.
In our redesign, we streamlined the process by removing unnecessary steps and reducing friction. We enhanced usability features, allowing users to save vehicle information and enabling automatic geo-location for breakdowns. Additionally, we introduced an Uber-style tracking system for tow trucks, providing real-time updates on their location and estimated arrival time, ensuring users no longer have to guess when or where they’ll arrive.
The results were a successful a 340% increase in completed Roadside Assistance submissions through the AMA App.
Original
Redesign
Personalized Reward Deals
One of AMA’s biggest membership features is accessing exclusive discounts and savings at over 165,000 partner locations. Members either get a discount or earn AMA Reward Dollars ($1 = $1) that can be spent on anything from insurance to buying gift cards.
The existing CAA App design for Rewards was difficult to navigate and users complained about the lack of relevance/personalization. It also took over the entirety of the App as the main focus – which was clear from our member feedback that it needed it’s own hub.
In the redesign, we created a menu tab for Reward deals, utilized geo-location and previous search history to feature partners relevant to the user, and increased search-ability by restructuring the IA and creating an intuitive search feature.
The redesign increased user engagement by 220% in the Rewards section of the App.
Original
Redesign
What’s Next?
The AMA App is an ongoing initiative my team is consistently making iterative improvements to. View my latest project integrating Gift Cards into the App.