Data-Driven Design
AAA Contact Page Redesign
PROBLEM
AAA’s Contact page had major usability issues on mobile. Users struggled to find the help they needed, and self-service options were difficult to access. This was especially problematic given that over 60% of visitors accessed the page on a mobile device.
SOLUTION
I set out to redesign the page to improve mobile navigation and reduce user frustration. Our goal was to make support tools easier to find so users could solve issues on their own—reducing the need to contact customer support. Early feedback showed improved task success and user satisfaction, even though final metrics are still pending.
MY ROLE
I was the sole UX designer on the project. I worked closely with a front-end developer to ensure feasibility and bring the design to life.
Why Mobile Users Couldn’t Get the Help They Needed
Context
AAA's "Contact Us" page serves as a central hub for members seeking assistance across various services, including their membership, insurance, travel, and more. However, the existing design posed significant challenges for mobile users, who constitute over 60% of the page's traffic.
Key Issues Identified
Support Links Buried:
Important links like contact info and FAQs were hidden behind a “View All” button at the very bottom of the page, making them easy to miss.
Excessive Scrolling:
Mobile users had to scroll extensively to locate relevant information, leading to frustration and increased likelihood of abandoning the page.
Lack of Self-Service Options:
Essential self-help resources were either buried deep within the page or absent, compelling users to resort to calling customer support for issues that could have been resolved online.
Redundant Navigation Elements:
Cards labeled “Find Insurance Agent” and “Find Travel Agent” led to the same locator, creating confusion and unnecessary repetition.
Unclear Holiday Information:
The list of observed holidays lacked context, such as dates or which services were impacted, leaving users unsure what to expect.
What We Learned from User Frustrations
To validate the design concerns we observed, we conducted unmoderated user testing sessions using Userlytics and reviewed behavioral analytics on the original Contact Us page. The feedback confirmed that users weren’t just mildly inconvenienced, many were actively frustrated by the page structure and lack of intuitive support paths.
Key Findings from Testing & Research
Users missed support links because they didn’t realize they needed to tap the “View All” button at the bottom of the page as expected.
Users with non-membership issues (e.g., insurance or travel) felt stuck, since the current page lacked self-service options and links for their needs.
Users experienced scroll fatigue, signaling that long, unstructured content made the page feel overwhelming. Users suggested expandable sections as a potential solution.
Participants preferred self-service over calling, reinforcing the need for a more robust online experience to handle common tasks like filing claims or making reservations.
Users wanted clearer instructions and context, as many felt unsure where to go next or what certain sections were for without guidance.
What Real Users Were Saying
“The information is hidden behind the view all button and I don’t think it is necessarily easy to find and I actually missed it at first”
“It needs to give more information about what I can do with my account, like helping me out, without making me connect with an agent”
“I’m not sure what ‘observed holidays’ means… Does that mean I can’t get Roadside Assistance? I don’t think so, but this section just raises more questions than it answers.”
Translating Pain Points into Mobile-First Concepts
To kick off the redesign, I explored early layout concepts that prioritized usability, especially for mobile users who made up more than 60% of traffic. Sketches and wireframes focused on organizing the page around AAA’s main service areas—membership, insurance, travel, and banking—to help users immediately locate the right support paths.
Design concepts directly tied to pain points:
Introduced an accordion layout for mobile to reduce scrolling while keeping key information accessible. This replaced the buried “View All” button that many users overlooked entirely.
Added task-based content under each line of business to ensure users had clear, immediate access to relevant actions, such as starting a claim or updating a reservation.
Streamlined and renamed key sections to reduce cognitive load, allowing users to scan the page more intuitively.
Wireframes of the accordion style layout
Optimizing CTAs for Mobile & Desktop Users
To make sure users could act quickly, I dug into click analytics to understand what visitors were actually trying to do when landing on the Contact Us page. This data revealed that top user intents varied by device type.
By mapping the layout to actual user behavior, I ensured that visitors—regardless of device—could complete high-priority tasks faster and with less friction.
Validating Design Decisions Through Usability Testing
To kick off the redesign, I explored early layout concepts that prioritized usability, especially for mobile users who made up more than 60% of traffic. Sketches and wireframes focused on organizing the page around AAA’s main service areas—membership, insurance, travel, and banking—to help users immediately locate the right support paths.
Measuring Task Success and Information Architecture
To test the redesigned layout, I used tree testing via Userlytics. Since we introduced an accordion layout for mobile, we wanted to confirm that users could still find what they needed easily. The results were promising—most tasks had an 80%+ success rate, showing the new structure worked.
One challenge that surfaced was confusion between “Auto Loans” and “Auto Buying.” I met with a stakeholder from the banking team, and we decided to combine them into one section to make navigation simpler and clearer.
98% of Users Preferred the Redesign for Its Clarity and Efficiency
To further validate the design, I ran an unmoderated usability test comparing the existing Contact Us page with the redesigned version. Participants were asked to complete identical tasks on both versions, then share their preference.
98% of users chose the redesigned version for its ease of use and faster navigation. Task completion times were noticeably shorter, and users consistently pointed to the accordion layout as a key improvement. Unlike the original scroll-heavy design, the new structure allowed them to quickly access the information they needed—without feeling overwhelmed.
Qualitative Feedback
“I prefer the second one. I like the accordions, I like the listing style of everything. I just thought it was easier and more fluid.”
“I like the accordions and how easy everything was to find... It was so much easier than the previous design.”
“Definitely more interactive... It was short, sweet, and to the point, and I did not have to scroll very far to find information.”
Redesign Highlight Reel From Real Users
A Mobile-Friendly, Support-Focused Experience
The new Contact Us experience was designed mobile-first, with clear help and contact sections for each line of business. Content is organized in collapsible accordion layouts, so users can quickly find what they need without getting overwhelmed by information they don’t. This structure keeps the page clean, scannable, and easy to navigate.
Key Implemented Design Changes
Introduced an accordion layout for mobile to reduce scrolling while keeping key information accessible. This replaced the buried “View All” button that many users overlooked entirely.
Added task-based content under each line of business to ensure users had clear, immediate access to relevant actions, such as starting a claim or updating a reservation.
Streamlined and renamed key sections to reduce cognitive load, allowing users to scan the page more intuitively.
Before
After
Impact
The redesigned Contact Us experience is expected to directly support business goals by improving self-service rates, reducing call center volume, and increasing customer satisfaction—especially for mobile users. Early usability testing showed strong potential:
98% of users preferred the redesign over the original experience
80%+ task success rate in tree testing confirmed clearer navigation and IA
Faster task completion times and fewer user errors in prototype testing