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Work / AAA Web

Creating a Personalized Experience for AAA Members

Raizlabs partnered with AAA to develop a responsive website to attract new members and allow existing ones to fully maximize their membership. With the AAA website, users can see personalized products and services that are not just for their automobile needs but helpful in their everyday lives.

Illustration of a AAA Truck

The Challenge

AAA Northeast’s millions of members are, aside from roadside assistance, unaware of the many products and services available to them through their membership.

AAA is widely known for their excellent roadside assistance services. However, they also offer products and discounts in areas such as travel, insurance, commerce, and community outreach. AAA is an organization made up of over 60 regional clubs and needed a design that could be replicated through by other offices while maintaining consistency and brand continuity. How would we engage all users? Our challenge was to design a website that better organizes content and allows for users to find what most interests them within the constraints of Adobe Experience Manager (AEM), a complex content management system. We had to achieve this all while collaborating with two agency teams across three different time zones.

Black and white wireframes showing AAA account and membership information.

The Build

With a user centric approach we focused on bringing content to the forefront for all of the end users.

The design team began working on a quick mock-up that explored insights from user research, keeping in mind and collaborating with each business vertical; each brand has different user goals. While the design team focused on experience, the development team focused on learning the constraints of AEM; both teams had to collaborate to learn how to properly organize and structure the project to be most efficient. We made sure that the components we created were customizable and reusable for the sake of maintaining autonomy and consistency among several independent branches. The same effort was made to handle large amounts of content, which are organized with templates and a universal style.

8 panels showing different aspects of travel, members can learn more about.
3 views of the AAA website depicting various business verticals.
3 screens showing how AAA members can benefit outside roadside assistance.

Raizlabs enabled our large organization to execute faster online than we ever have. In just a short period of time we’ve gone from being available to our members online to becoming competitive to many of the largest brands with real-time tools that will enhance the member experience for many years to come.

Mark E. Pelletier
Managing Director, eBusiness, AAA Northeast

The Outcome

Increases in user engagement and new users led to a 33%+ increase in revenue generated by the website.

After 17 months of research, design, and development, the website launched in March 2017. The redesigned site showed metrics that demonstrated higher user engagement. People were spending more time on each page, and less time searching the site. Metrics showed us that these users were also purchasing a higher number of products and services, leading to both increased revenue and customer loyalty. Ultimately, users are able to find what they are looking for faster and the AAA brand was able to reconnect with their audience.

  • Adobe Experience Manager CMS
  • Tracking & Analytics
  • Personalization of products and services
  • Aesthetic refresh and intended uses branding document
  • HTML, CSS, .js
A custom illustration depicts a resort, a plane, and a boat.
A custom illustration showing a restaurant, flower shop, and automobile shop.

Key Takeaway

Helping over 10 Million Members Maximize their AAA Membership

Our work on AAA cemented their brand’s voice across the United States and allows each region to bring independent elements to their own users. Within a month of launch, on-page engagement increased by 33-36%, proving that customer loyalty is already on the rise.

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