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Redesigning the key features of the AA app

Project type
UX, UI Revamp
Year
April 2017
Duration
2 1/2 weeks
Credits
Brian Oko, Daniel Marson, Lewis Boodt, Kieran Weilers, Yaw Danko

Project Summary

We created a lightweight delivery which consisted of a series wireframes, flows, user stories and a presentation explaining how we achieved the objectives set at the begining of the project.

Project goals and my role

AA and Big Radical, formerly known as Monitise Create, had established a partnership in 2016 (Picture of the partnership with AA) that gave Big Radical a retainer model. However, for many months there was no project. So we decided to roll our sleeves and take a look at their mobile app, which lacked consistency and was challenging to use by users.Our goal was to establish Big Radical as a trusted partner, beyond paper, and improving their app mobile experience. The proposed solutions needed to be applicable for iOS and Android.

Personally, this project for me was an opportunity to gain more knowledge on leading a project.



My role was to lead the project. In other words, I was responsible for organizing the kick off the workshop with the client, for scheduling the project, for preparing the testing sessions, for presenting to the client and for making decisions about the direction of the concept. I was also creating the wireframes, flows and other materials.

The Research

Before the project started, we did an audit of the interface pointing at UX and UI flaws of the interface. The main purpose of the app is to help its users to do route planning. The app also includes member benefits and reporting a breakdown.
The flaws were written in a spreadsheet, and later on, we prioritized the sections that would be easier to tackle for us but improve AA member's user experience.

These are the 4 areas we selected as quick wins for the user experience:
Registration

The registration flow was long and lacked useful information for the app users to proceed with the registration, such as, where to find the 16 digit member number. In addition, the order of the content in the flow was confusing.

3rd party members

Third party members, people that have a cover with AA through a third party but are not members that downloaded the app, consider themselves AA members, but they are not. They would think they have all the information necessary, and then, try to register. In consequence, they received no adequate feedback when they introduced the wrong information. Their type/tier cover was not considered in the app.

I-Button

The map had on a floating i-button. We assumed the users confused the i-button with information about the map and as a result considered the button useless. Hidden inside the i-button there were 4 different features related to the map. Basically filter types such as traffic, parking, etc.

Report a Breakdown

Report a Breakdown was a long process and resort to calling to report the breakdown instead. The ‘broken down location’ screen was confusing and frustrating due to the choices and labelling. The order and presence of button elements were also confusing. Users were not aware of the benefits of reporting digitally.

Requirements

Registration
- Validation needs to be secure
- It should follow an understandable order
- It shows where the user is in relation to the registration process
- It should display the benefit/s of registering
- Facilitates the completion of the registry
3rd party
- It should separate members from 3rd party cover affiliates
- It should provide a feedback mechanism for 3rd party cover affiliates to know what is their next step
I Button
- The map should have a clear function
- The features inside the i-button should clearly inform of their function
- The function of the i-button should be clear (if applicable)
- The filtering options inside the features should be consistent
- The number of interactions should be short - Make the pins on the map visible all the time
Report a breakdown

- The process of reporting should communicate progression
- Unnecessary elements should be removed or modified (like the map)
- The benefits of reporting in the app should be displayed
- The steps of the flow should be clearly signposted - It should have a clear visual hierarchy General:
- Maintain the visual design.

Designing

To make sure that AA was getting a ready to implement outcome, we set a space with all information that we had available. We also created an area for any question that popped into our minds. We brainstormed 1 hour for each of the sections in the app and defined the criteria based on the feasibility of the idea and quality of the user experience.

We then, created initial wireframes to make the concepts more tangible and ready to review with the client. After the review, we amended the wireframes and wrote the script for the testing session with users. The testing sessions aimed to give us answers on the usability of the concepts. Did the test subjects understand the signposting? Did they find what we asked them to find? If not, why?

Final Outcome

Registration and 3rd party
Enhance the registration flow to increase the proportion of users registering in the app and mitigate the poor experience of current third party breakdown users.

Report Breakdown
Increase the proportion of members successfully reporting a breakdown entirely through the application.

I-button
Improve the interface to increase utilisation of the functionality currently located under the ‘i-button’.

Learnings

- Make sure you work more with personas and scenarios.
- Work with the UX team and developers from the client side.
- Do more usability testing (was difficult to fit another testing session with the time given)
- Propose a complete redesign so we don't depend on legacy Visual design
- Document as much as you can of the process.
- Set a system for this short term process so it becomes easier the next time around.
- Sell a Design (UX, UI, VD) QA phase.
- Work more with recruiting agencies
- To emphasise the importance of having a retrospective, so the team learns how to improve at a professional level, and to improve the processes.
- Find other ways of testing usability Opportunities
- After this first project with the AA, we got more strategic work with them.