Increasing Membership Renewals by 17%

Increasing Membership Renewals by 17% with a Modernized Account Management Portal

Alberta Motor Association (AMA) has a membership base exceeding 1 million and over 15 brick-and-mortar locations across Alberta. With growing membership, it became evident that modernizing AMA's online platform was crucial to enrich an omni-channel experience, enabling members to conveniently self-serve and access services from the comfort of their homes. In addition, modernizing a membership portal would reduce the amount of customer service calls, inquiries, and complaints via phone.

Client
Alberta Motor Association

Duration
8 Months

Role & Responsibilities

  • Digital Product Lead - Team of 4 Designers

  • Lead UX Researcher

  • Senior UX/UI Designer (Senior UX Designer (Manage Membership, Help Centre, Insurance)

  • Design Lead for Development Quality Assurance (QA) / User Acceptance Testing (UAT)

Understanding User Needs
& Pain Points

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

Key pain points revolved around being unable to accomplish tasks and missing features as part of an omnichannel experience with managing billing and membership, vehicle registration, and appointments.

Overall Satisfaction Score

57%
Unsatisfied with Current Online Account

32%
Satisfied with Current Online Account

7%
Very Unsatisfied with Current Online Account

4%
Unaware of Current Online Account Features

Building Blocks to a Better User Experience

To reimagine how the MyAMA 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, and Card Sorting exercises. It involves organizing and structuring information to facilitate effective navigation of this new online portal.

Information Architecture

Competitor Analysis

An analysis of key features from other competitor’s online portals. Studying competitors helps in understanding user expectations and preferences in terms of portal information structure and navigation models.

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 and Building 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 for each business unit to unify the online account portal. A design system, utilizing atomic design principles was established to bring consistency across the design and user expectations.

Usability & UX Recommendations

Unveiling the New MyAMA Online Account Experience

A refreshed dashboard welcomes members to their new online portal.

Core Features

  • Left panel navigation to distinguish the portal from the main website. It also allows for growth as more sections will be added in the future

Dashboard

View your membership details at a glance

Core Features:

  • View important notifications and actions

  • Find new promotions that are relevant to your membership usage that is personalized to you.

  • Review your reward dollar balance and recent transaction history

Membership

Make changes to your membership online instead of visiting in person at an AMA Centre

Core Features:

  • View your membership usage and benefits at a glance

  • View and manage your household memberships by adding or removing them as well as make changes to their level of access permission settings.

  • Pay your membership dues and view your membership billing history.

Rewards

Track your reward dollars and spending

Core Features:

  • Reach your reward dollar goals to use on membership products, from travel, insurance, and vehicle registration.

  • View your transaction history and see how your earnings compare to other members with a Rewards Ranking

  • Manage your reward partner favourites

  • Manage your AMA Reward Partner gift cards

Auto

Keep your vehicle registration up-to-date

Core Features:

  • Sign-up and manage your vehicle registration renewals

  • Add vehicles to your account to speed up appointment bookings for vehicle services

  • Easily book a vehicle service and view billing

Appointments

Keep track of your upcoming appointments

Core Features:

  • Sign-up and manage your appointments

  • View appointment details so you can be prepared

  • View your appointment & billing history

Help Centre

Can’t find something you’re looking for…

Core Features:

  • Visit the help centre for FAQs and links to the most popular areas within each section of the portal.

  • Find contact forms, live chat, and online booking appointment options for further assistance.

Business Goals Achieved

Increased Revenue

Enhanced revenue streams by facilitating self-serve online processes for membership renewals and vehicle registration renewals. As well as reducing call centre inquiries.

Enhanced Omni-Channel Experience

Enabled seamless online membership management to empower users to self-serve, eliminating the need to visit a physical centre.

Improved User Retention & Acquisition

Elevated brand engagement by enabling users to seamlessly view and interact with their memberships, empowering them to manage their own membership options.

17%

Increase in Membership Upgrades at Renewal

112%

Increase in Membership engagement online vs in-centre

110,000+

Online sessions in the first day of relaunch

4.7M+

Page views in a 1 year period