Discovering new journeys — Driving over 2 million member experiences / Carter Digital

Discovering new journeys — Driving over 2 million member experiences

"We're so lucky to have the skills of James and crew, thank you for the for all your support, guidance, good design and UX."

Alison Dean, Head of Digital Strategy and Membership

OVERVIEW

A genuine member focused organisation. RACV are far from simply a Roadside Assistance business they are widely known for; The Club offers an extensive range of benefits including insurance, home assistance, travel and accommodation for its members. It also provides up-to-date information about cars and fuel prices.

CHALLENGE

Given the diverse range of the organisations offering, we had to understand its structures, business priorities and varied audiences. The entire spread of services provided needed to be easy to navigate for anyone visiting, allowing the user to access information most relevant to them. The customer analytics revealed a wide-range of devices are used to access content, with increasing patterns of information accessed via mobile.

By orienting the architecture toward a thematic approach, we were able to reflect on the various categories of services and organise them by the Club visitors, Members and New visitors, to enable each audience to locate and interact with categories of interest, quickly across both desktop, tablet and mobile.

SOLUTION

Working extensively with RACV we conducted user research at every stage of each project, extensively testing key information architecture patterns, interactions via prototype testing and iterated on any resulting insights. As a result of this testing a thematic, user lead approach was adopted. “We’re here for you, and how can we help you find what you need?” was the order of the day.

A synthesis of information collected in the UX work conducted, and gleaned knowledge from the current membership benefits member, delivering a wider understanding for ordering information and presented a content framework and information architecture process.

The new digital asset balances the needs of both members and acquisition of prospective newcomers to the RACV brand across its services. With one touch calling for significant numbers on mobile, through to extensive information about all products and services available via any device, the site is a product of consideration of user and organisational requirements at every step.