RAC - UK Breakdown Cover Journey
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The Client
The RAC provides complete peace of mind to more than 12.7m UK personal and business members, whatever their driving needs – from breakdown assistance to insurance and a range of other motoring services.
The Goal
To comprehensively redesign the entire user journey associated with UK Breakdown Cover, focusing on enhancing the user experience from start to finish. This initiative seeks to streamline and improve the way customers access, understand, purchase, and utilize breakdown cover services. It encompasses a holistic approach that spans various touchpoints, from the initial information gathering stage to the purchase process, policy management, and the actual utilization of breakdown assistance services. The goal is to create a more user-centric, efficient, and user-friendly journey that caters to the diverse needs and preferences of customers, ultimately resulting in an improved and more satisfying experience for users seeking breakdown coverage in the UK.
Research & Planning
I created detailed user personas representing various customer segments seeking UK Breakdown Cover. These personas were based on demographic information, behaviour patterns, and specific needs related to breakdown cover services and they have been created regarding the calls from customer service.
Information Gathering Phase: I investigated how users currently access information about breakdown cover services, understanding their preferred sources and channels for gathering information.
Understanding User Needs: I conducted interviews, surveys, and usability studies to uncover users' specific needs, concerns, and preferences when it comes to breakdown cover. This helped me identify what users are looking for and any challenges they face.
Purchase Process: I analyzed the current process users follow to purchase breakdown cover, identifying friction points and challenges users encounter during decision-making and transactions.
Policy Management: I explored how users manage their policies, including how they update, renew, or make changes to their coverage. This allowed me to identify pain points and assess the usability of policy management processes.
Breakdown Assistance Utilisation: I examined how users experience and utilise breakdown assistance services, looking into scenarios where immediate help is needed and identifying any barriers or inefficiencies in requesting and receiving assistance.
6. Competitor Analysis: I evaluated how other breakdown cover providers in the UK approached their user journeys, identifying
best practices and areas where our service could stand out.
7. Data Analysis: I analyzed all the previous collected data from A/B test results such as conversion rates to draw insights and trends,
identifying common pain points, preferences, and areas for improvement. This analysis helped me uncover patterns and
discrepancies in user experiences.
By conducting these actions, the user research process provided valuable insights to inform the comprehensive redesign of the
UK Breakdown Cover user journey. The focus on user needs and experiences is aimed at creating a more user-centric, efficient,
and user-friendly journey that caters to the diverse needs and preferences of customers, ultimately resulting in an improved and
more satisfying experience for users seeking breakdown coverage in the UK.
A/B Test Results and Traffic
I streamlined the content structure, making navigation and categorisation more straightforward. Also implemented a more intuitive content hierarchy, enhancing the user experience by making it easier for users to find the information that mattered most to them.
Information Architecture
Redesign
I crafted mockups, wireframes, and interactive prototypes. A mobile-first approach ensured a seamless experience across devices. Every design decision was made with a focus on user-centered principles, addressing user needs and preferences. Please don’t hesitate to contact me for more screens.
Social proofing designs have been created and collaborated with the Yieldify team to achieve successful implementation and positive outcomes.
Team Collaboration
As a product designer, I collaborate with product managers, developers, and business owners to receive a design briefing. This initial collaboration helps to gain a deeper understanding of the project's objectives, target audience, and any specific design constraints or preferences. Together with team members, we embark on a brainstorming and ideation phase. This stage involves sketching, mood boards, and exploring diverse design concepts. Collaboration with team members is key during this creative process, as it allows us to gather a variety of perspectives and refine our ideas. After designs created, they are presented to our cross-functional team for review and approval, please see the miro board table below. This collaborative discussion ensures that the designs align with project goals, meet user needs, and adhere to brand guidelines. Feedback from the approval process often leads to design refinements.
User Testing
In the process of conducting user testing with prototypes, I began by setting clear objectives, outlining the specific issues or questions we intended to address during the testing phase. To ensure a comprehensive perspective, I carefully selected a diverse group of participants, including both current and potential users. I then developed interactive prototypes that closely mirrored the proposed changes or designs, allowing participants to interact with the product as if it were fully functional. Designing specific tasks and scenarios aligned with our objectives, I facilitated user testing sessions remotely, encouraging participants to think aloud and share their thoughts and feelings as they engaged with the prototype.
Throughout the testing, I diligently collected data, recording the sessions and taking detailed notes on participants' actions, comments, and any encountered issues. This data was the foundation for a thorough analysis, where I identified patterns, pain points, and usability issues using both quantitative and qualitative data. The findings were meticulously documented in a comprehensive report, which included visual aids like screenshots and direct quotes from participants, alongside clear recommendations for design improvements. Collaborating closely with the design and development team, we shared these insights to ensure everyone understood the user feedback and brainstormed potential solutions.
This iterative approach allowed us to make necessary revisions to the prototype, continually testing and refining the design until we addressed the identified issues and enhanced the overall user experience. This process was repeated at various stages of development to ensure that the final product aligned with user expectations and needs, ultimately resulting in a more user-friendly and successful solution.
Conclusion
In conclusion, the user research conducted for the UK breakdown cover journey with a focus on family coverage at RAC has been instrumental in shaping the product's success. Through qualitative interviews and usability testing, we gained valuable insights into user needs and preferences, which allowed us to design an end-to-end journey that truly resonated with our target audience.
The key findings from the interviews highlighted the importance of family safety, customization options, and effective communication, all of which were incorporated into the design. Moderated usability testing sessions further validated our design decisions and helped us iron out any usability issues.
As a senior product designer, this experience reinforced the significance of user-centered design, flexibility, and communication in creating a service that meets and exceeds user expectations. By prioritizing these factors, we were able to deliver a family cover journey that is user-friendly, customizable, and responsive to users' needs.
The results of this user research phase have not only enhanced the UK breakdown cover service but have also contributed to higher user satisfaction and loyalty. By consistently keeping the user at the forefront of our design process, we ensure that our product remains relevant and valuable to our customers. This approach will continue to drive success and innovation in the future of the UK breakdown cover journey at RAC.