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Improving the User Experience of
Roadside Assistance
PROJECT OVERVIEW
After launching the new Native Roadside feature, containment rates dropped. Notably, 42% of visitors who begin the Roadside flow exit at the second screen. This project highligAfter launching the new native Roadside feature, we observed a drop in containment rates. Notably, 42% of members exited the flow at the second screen. This project highlights my approach to identifying gaps and pain points, then quickly improving the member experience while minimizing design and engineering impact. It demonstrates how I effectively addressed the issue with rapid, low-effort iterations to stabilize and enhance the product experience.hts my approach to identifying gaps or pain points and improving the member experience to maintain and enhance the product.
DFNOL AND ROADSIDE JOURNEY MAPPING
This is the holistic journey map for DFNOL, which includes Roadside Assistance and Repair/Arrange services. My goal is to examine the entry points and the entire customer journey to better understand the Roadside service experience.
GLASSBOX DEEP DIVE INTO MEMBER CLAIM FLOWS
Inspired by Glassbox: Analyzing real member experiences to uncover pain pointsInspired by Glassbox: Analyzing real member experiences to uncover pain points and improve UX.
This is a deep dive into member behavior and navigation patterns within the Roadside Assistance claim flow. By closely examining how members interact with the experience, we identified key friction points and opportunities to optimize the journey. and improve UX
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MEMBER FLOW ANALYSIS: EXPLORING TWO ENTRY POINTS
This analysis explores the member journey from two different starting points—one for members and one for non-members. By examining the information architecture (IA) and overall flow, I was able to take a holistic view of the experience and identify potential gaps or areas for improvement.
Non Member view
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Member View
GATHERING INFORMATION I HAVE ALREADY COMPLETED
I analyzed member behavior in the Roadside Assistance flow using Glassbox and journey mapping to uncover user actions, pain points, and drop-off moments. I also reviewed the current information architecture and flow structure to identify areas for improvement.
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The content should guide members in initiating the claim process. Modifying it could quickly enhance the UX without affecting other components and the structure.
2
In global UX, an arrow indicator typically signals more content or the next step, not the start of a specific action like a claim process. This can lead to confusion and unexpected behavior.
Global Pain Points
Strategy Includes
RECOMMENDATIONS FOR UX & CONTENT IMPROVEMENT
I proposed three options with varying levels of effort—from quick wins to long-term strategies. Each includes clear explanations to align stakeholders and highlight the impact and benefits, allowing us to choose a flexible solution based on our needs and resources.
Less Effort w/ Short-term Solution
More Eftort w/ Long-term Solution
OPTION 1: Changing Content Only
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Altering the content to sound actionable to make it clear they are starting the claim when they click on their choice. Quick and fast way to improve UX as a short-term solution.
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The battery icon does not match the title: it looks like a lightning bolt.
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The back CTA should be return tothe 'Roadside Assistance' screen.
OPTION 2: Changing Content + Linking to the Storefront Member Home
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Switch from the card to the message view.
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Add the new card with 'Coverage confirm' CTA.
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Altering the content to clarify start of claim.
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Making each service content action oriented. Include a 'Learn more' CTA, guiding members to the Storefront if they need additional information.
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The back CTA should be return to the 'Roadside Assistance' screen.
OPTION 2: Changing Content + Linking for More Information + Removing the Chevron Indicator + Adding a 'Confirm Coverage' CTA
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Switch from the card to the message view.
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Create the new card featuring the primary 'Confirm coverage' and 'Get started' CTAs.
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Altering the content.
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Remove the chevron indicator.
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Include a 'Roadside assistance overview' CTA, guiding members to the Storefront if they need additional information.
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Position the primary 'Request service' CTA at the bottom of the screen.
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Additional new screen that defines the type of service , due to the removal of the chevron indicator from the Roadside Assistance screen. Help text clarifying the starting point of the claim.
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The back CTA should be return to the 'Roadside Assistance' screen
CONDUCTING USABILITY TESTING
Before we finalize our decisions, it's crucial to ensure that our chosen direction is sound and to gather additional feedback from users. While Option 1 involves only content changes, we recognize the importance of validating more comprehensive adjustments. Therefore, we've decided to move forward with testing Options 2 and 3, which encompass broader modifications. This approach will allow us to better assess the effectiveness of these changes, ensure alignment with user expectations, and make informed decisions based on concrete user insights before finalizing our strategy.
1. Overview and Background
After launching the new native Roadside Assistance feature, we observed a drop in containment rates—42% of visitors exited the flow at the second screen.
2. Testing Goals
We have two robust options (Opt2 & Opt3) to evaluate the:
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Clarity of content
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Design layout, interactive behavior, primary CTA with labels
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User flow and easy access to information.
3. User Testing Timeline
This was the timeline and plan I proposed to our team. Given USAA's lengthy process and concerns about timing, our goal was to enhance our testing process and ensure it is completed on time.
TESTING RESULTS
FINAL OUTPUT HAS BEEN LAUNCHED
The updated features are now live, although the final implementation doesn't exactly match what was originally approved. As a UX designer, I always aim to see the designs we validated with cross-functional teams carried through as planned—but last-minute changes are common. Fortunately, the outcome still performed better than the previous version. We're actively monitoring performance, and once additional funding becomes available, we plan to implement the remaining updates.
SCROLL TO VIEW THE INTERACTIVE MOCKUP
Phase 2
Maximizing effort with customization. When a member logs in, we can identify their GEO location and display tailored content, including rich media such as MRU, watch videos, checklist PDFs, and graphic resources, and detailed information-directly within the EVA window, instead providing a link. This phase requires support from the IT team, and we need to confirm whether EVA can support these rich media contents.
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