AAA INSURANCE OF CALIFORNIA
AAA asked for a mobile presence and help transitioning from a waterfall development process to Lean UX and Agile
Design director wanted their UX and Visual designers to learn how to do their own user research and design pair
Customers need to quickly understand their insurance on the road
- September 2014 - February 2016
- I led the design team, user research plan, and shared responsibility on UX and visual design decisions
- 3 designers, one product manager, 6 developers, and one product owner working together onsite at Pivotal Labs
- I designed a competitive iPhone app for AAA that addressed their business and user needs which led to an organizational restructure to bring business, design, and development closer together
I helped the AAA designers adopt a research-driven approach to design
Designer/developer pairing and collaboration
Discovery (4 weeks)
Our project kickoff focused on understanding the clients vision, defining the persona, inviting customers to design their dream iPhone app, testing wireframes, and finally preparing a rough Invision prototype.
I reviewed existing AAA research and did a make your dream iphone app activity with people like our persona: Wendy. We targeted AAA's most active customer type who would pass on brand loyalty to their Millennials.
I posted these interview highlights around our workspace to always have the customer's voice in mind.
Inspired by our research, we designed four very different concepts to share with customers. They circled their favorite parts in green and features that had to go in red. These insights helped us prioritize what to build first.
Based on our insights I helped the team keep three principles, simple, personal, and proactive in mind. These helped us make design and prioritization decisions.
What we designed
I start designing a home screen, payments, a simple understanding of policy coverage, and proof of insurance.
How we got there
Each feature evolved from wireframes to polished software. I led the testing of three designs with new users like Wendy, our persona, every 3-to-4 weeks.
What we built
Developers started building during week 4 from the wireframes. I left the project once I was confident he AAA designers could move things forward without me.