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 organisation 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 organises 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 personalised 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.
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 organisation 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
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- User Experience Design