Building a Top-Rated Lifestyle App

Putting Peace of Mind Back in 1M+ Member’s Pockets

For over a century, the Alberta Motor Association (AMA) has been dedicated to delivering roadside assistance to its members. Throughout its evolutionary journey, the organization has broadened its scope to encompass various facets of individuals' lives, spanning insurance, driver's education, travel, and registry services. In March 2023, AMA unveiled a new user-friendly app, placing convenient access to their array of services directly into the pockets of their 1 million (and growing) members.

Client
Alberta Motor Association

Duration
12 Months

Role & Responsibilities

  • Digital Product Lead - Team of 5 Designers

  • Lead UX Researcher

  • Senior Product Designer

Understanding User Needs
& Pain Points

Survey data indicated that users highly valued the previous app for practical features like membership management and access to Roadside Assistance and Road Reports. These insights guided the refinement of the new app, prioritizing features that align with user preferences.

Users sought more personalization based on preferences and behaviour, including features that adapt over time such as displaying their current reward dollar balance or displaying content that is more relevant to the services they utilize the most. Additionally, there were issues with inadequate search functionality, and a lack of filters, sorting options, or advanced capabilities like saving a search history.

Building Blocks to a Better User Experience

To reimagine how the app content and features should be organized from a user’s perspective. This ensures that the resulting structure aligns with users' mental models and expectations

Card Sorting

Before diving into design, an IA structure was created based on the research from user surveys, competitor research, and Card Sorting exercises. It involves organizing and structuring information to facilitate effective navigation, understanding, and interaction within a system or product

Information Architecture

Competitor Analysis

An analysis of key features from competitor’s apps. Studying competitors generates an understanding of user expectations and preferences within a specific market.

Usability Research (NNG & Baymard)

UX research of potential features and best practices were collected and implemented into the wireframe and prototype. This data-driven approach enhances the likelihood of success by aligning the product with user preferences and behaviors.

Iteration, Prototyping, and Creating a Design System

Initial screens were explored in an iterative approach beginning with a few low-fidelity concepts. Further research led to high-fidelity iterations and prototypes that were validated with stakeholders. A custom design system library, inspired by Google’s Material Design system, was established to bring consistency across design, UX best practices, and user expectations for a best in class user experience.

User Testing

To validate the UX implementation in the app design, several rounds of testing with users helped to establish a baseline for further iteration and establish an MVP before launch.

Unveiling the New App Experience

A refreshed home screen welcomes returning and new users to the new app

Core Features

  • What’s New Carousel displaying AMA products and services

  • Shell fuel savings at a glance

  • Membership benefit overview (Reward Dollars earned, Roadside Calls remaining, etc…)

  • Quick links to AMA services (Travel, Insurance, Auto)

Road Reports

Users heavily requested the revival of this missing feature from the previous app. Users can now plan their road trip or commute to work via the safest route.

Core Features

  • Displays real-time road conditions across Alberta

  • Displays real-time highway closures, construction zones

  • Displays EV Charging Stations, weather, and AMA Centres.

Roadside Assistance

Users can avoid phone queues by requesting roadside service through the user-friendly app.

Core Features

  • View current wait times when you request roadside assistance

  • Find nearby Approved Auto Repair Service shops

  • Track your tow truck in real time

Rewards

AMA Rewards continues to grow its popularity among members with more than 165,000 reward partner locations.

Core Features

  • Find relevant discounts and offers near you using geolocation

  • Save your favourite partners & buy gift cards

  • View your transaction history

Community

New to the relaunched app, the AMA Community aims to connect like-minded Albertans on the topics they care about.

Core Features

  • Join interest-based groups

  • Share tips and stories via blog-like threads

  • Get expert advice from the local community and AMA ambassadors.

Business Goals Achieved

More Control Over Product

Internalized app design and development to enhance control over updates and feature additions by making the app proprietary to AMA. This also ensures a continual improvement roadmap for the user experience.

Product & Service Awareness

Established a seamless omnichannel customer experience by featuring and endorsing products and services through the app that were otherwise only available in person at a centre.

Innovation and Technology Leadership

Integrated cutting-edge features to showcase the company's commitment to innovation such as real-time tow-truck updates and arrival times, geolocation, and machine learning for more personalization and user engagement.

Increase User Retention & Acquisition

Elevated active user participation from 5.5% to 30% within 1 year by establishing an online community, and implementing daily-reward offers to encourage consistent app usage.

4.8/5

Apple App Store

4.6/5

Google Play

Downloads

50,000+

Google Play Store to Date

22,000+

iOS Users

Within first day of launch

3,000+

Andriod Users

Within first day of launch