AMA App Redesign

 

Mission: The primary goal for the marketing plan of the AMA App redesign is to grow active users from 5.5% to 30% within 2 years. Other objectives include increasing screen views, engagement, overall retention, roadside service requests and awareness of Reward partners.

Solution: The new AMA mobile app features highlights such as the improved call experience for roadside service requests, personalized membership dashboard, geo-location based Reward partner promotions and enhanced road reports. A completely new addition of the Online Community portion within the app is focused connecting members with other Albertans for expert advice.

Client: Alberta Motor Association
My Role: UI/UX, App Design, Card Sorting, Prototyping, Illustration, Iconology
Year: 2022-2023

Download App Here
App Store
Google Play

Defining the Problem

  • A survey was used mainly to explore what people like or dislike about the current app and gauge which potential new features are most interesting to AMA members

  • The survey was distributed to 5057 AMA panel members on March 15, 2022 and closed on March 25, 2022

  • 1358 panelists completed the survey (response rate of 27%)

Summary of Findings

  • Awareness of the AMA app is relatively low at 44%. Almost half of respondents (47%) aware of the app downloaded it more than a year ago. Only 17% downloaded it in the last year.

  • Most respondents downloaded the app primarily for Roadside Assistance and Road Reports and have used it once or twice (41%) or 3 to 5 times (29%) in the last 12 months.

  • 70% of respondents wanted to be able to manage their membership from the app and 42% wanted to update their information.

  • There was low interest (11%) in Joining AMA Community Groups from the app.

Process & Prototyping

Card Sorting and Information Architecture
Group discussions and close collaboration with Business Analysts provided structure for the
Community Section of the app. The design prototype was built in Adobe XD.

Adobe XD Prototype Link:
Click Here to View

app-community-card-sorting-v2.jpg
app-community-information-architecture-v3.jpg
app-community-prototype.jpg

AMA Community

  • Easy access to expert advice and trustworthy content

  • Professionally moderated communities will facilitate a respectful, safe, and positive space

  • Connect with other Albertans by sharing passions and similar interests

Member - Ideal State

  • AMA Member that has joined one or more groups

  • My Feed view will show the latest posts from within the groups the user has joined

  • The main dashboard displays posts within a group name, user who has posted within the group, post title and body copy

  • Users can view the different groups available such as: Smart Traveler, Happy Campers and AMA Members

Member - New

  • AMA Member with no joined groups

  • One of the main goals with this view is to provide an actionable way of encouraging people to join groups

  • The value propositions in the interactive carousel will provide users with information which encourages them to engage further

  • Can preview groups by seeing top 3 posts, but will need to join the group to view all the posts within the group

  • Limited access within the groups until they actually join a group

Non-Member

  • Authenticated users who don’t have an active AMA membership

  • Interactive carousel that showcases the value propositions of our online community: connect with Albertans, expert advice, trusted brand and a positive space

  • Users are able to navigate to the Groups Tab and see all the groups

  • Non-members are not able to join any groups, instead they are directed to a screen with general membership information and a call to action to find the right membership for them

  • Once they are a member, they can unlock the feature to join any group

Guest Access

  • Guests are unauthenticated users

  • Restricted view of the Community section of the app

  • The screen view has call to actions for them to sign up or create an account

  • Users will become an authenticated user with identity verification through the login or create an account flow

  • If users are already a member, they can just sign in to access the AMA Community

Roadside Assistance

• Road Reports: iconology for the map layer buttons were custom created for brand consistency
• Flat Tire Assistance: features a screen with a car illustration and interactive touch points on the tires

Digital Asset Library

Iconology, Illustration and Brand Colours
Digital assets were built for the component library to maintain brand consistency and integrity. The design system was managed in a master design file shared with the entire design team.

ama-app-asset-library.jpg

AMA App Launch

Two separate landing pages were created to focus on the value that the new AMA app redesign brings. Email and PPC ads directed users to these landing pages—which summarizes Roadside Assistance, Community, Rewards and Membership.

View Live Landing Pages:
Main App Launch
AMA Online Community

ama-app-landing-pages.jpg

Quantitative Results

  • The app launched on the iOS App Store and Google Play on March 31, 2023

  • Within the first day of the new app launch, there are 22,052 iOS users and 3119 Android users

  • After 10 days, there are 248,022 users on the new version of the app

  • More results will be provided by the Market Research and Analytics Team

Next

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