MyAMA Dashboard

Mission: Alberta Motor Association (AMA) required a complete redesign for their Online Account management system. The objective of this project is to enhance the digital experience of our members through individualization, member specific content, and additional self-service options.

Solution: The initial phase of research consisted of quantitative and qualitative research based on gathering data from analytics and multiple survey groups. From the research analysis, we were able to determine customer pain points. Based on this information, we strategized on solutions to address them. Our team developed a new information architecture for improving site navigation. In terms of improving brand cohesiveness, the dashboard design incorporated the new branding for illustration, iconology and colour usage—this unified the visual treatment with the rest of the AMA website.

Client: Alberta Motor Association
My Role: UI/UX Lead for Account Settings, Courses, Events and Appointments
Deliverables: Competitor Analysis, Market Research, Card Sorting Activity, Information Architecture, Wireframing, High Fidelity UI Design, Prototyping
Year: 2021-2022

View Live Site Here:
MyAMA

Were Current Members Satisfied?

Defining the Problem

19,998 of qualified members were randomly selected and invited to take our online survey and 2,590 completed the survey as of September 9, 2021.

Key pain points revolved around being unable to accomplish their task and missing features in:

Member account management (e.g. Payment method, billing information and contact information)
Online registry services (e.g. 2-year vehicle registration renewal and driver’s licence renewal)
Membership management (e.g. Downgrade, one-time renewal and cancellation)
Gift cards (e.g. The ability to reload more or all gift cards sold at AMA)

UX Recommendations

Centralized management of payment, billing and contact information
Refine design & navigation to unify the digital channels
Create a personalized online member experience
Incorporate a help & documentation section to comply UX Heuristics standards

Quantitative and Qualitative Data

Research was gathered from:

Google Analytics
Email & Social Media
Internal Survey (Friends & Family)
Centre Managers and Call Centre

Research Explorations

Over a 7 month period (Oct 2021 - May 2022), the Online Account system receives over 4.7 million page view sessions. The goal is to understand this user group’s needs when they are using this online self-service tool.

A list of research questions were as follows:

What are the pain points for AMA online account users?
What do members use AMA online account for?
What tasks do members perform using AMA online account?
What are other websites/platforms where they log in to access services?

Information Architecture

The development of the information architecture involved organizing a card sorting activity, user tree testing, and several iterations of the navigation structure based on group discussions.

Wireframing

A series of initial wireframing screens created to explore user interface designs for the main dashboard pages.

Prototyping

MyAMA consisted of over 460 designed screens in total. This project involved a fully functioning prototype to present to the Executives, Marketing stakeholders, Business Analysts and Web Development team.

My Role:
Lead designer for Account Settings, Courses, Events and Appointments
Assisted with the main Dashboard and Insurance sections

Adobe XD Prototype Link:
Click Here to View

UX/UI Design

High fidelity UI designs for the MyAMA dashboard. Design decisions have been rationalized by 2 months of UX research based on quantitative and qualitative data.