American Automobile Association (AAA)
AAA Cares Landing Page Redesign
December 2019 - February 2020
Project Overview
Challenge
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Build an online resource hub showcasing AAA Cares partner charities, encouraging donations, and enrolling volunteers within the AAA community.
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Company
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The American Automobile Association (AAA) is a non-profit federation of motor clubs that provides roadside assistance, travel services, insurance, and advocacy for motorists in the United States and Canada
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Users
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AAA Members
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AAA Employees
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Charity Partners
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Volunteers & Donators
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Goals
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Improve the donation path for AAA members interested in supporting our partner charities while also elevating the storytelling around AAA employee engagement with each charity.
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Blockers & Constraints
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We were reliant on third party plug-ins for the 3D truck scroller due to limited developer bandwidth, meaning a reduction in customization
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Charities were sensitive to the order they were presented on the page
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Content might be overwhelming to view on mobile devices
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No high-resolution shots existed of AAA's charity-themed wrapped tow trucks
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Solutions
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Implemented a 3D Truck Viewer to showcase wrap designs and allow charities to reference their dedicated truck​
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Added additional page content highlighting employee testimonies, AAA partnership history, and charity site links​​
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Included charity donation links to enhance organization visibility and encourage donations and volunteer enrollment among AAA members
What I'd Do Differently
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Separate video from header and place into a dedicated section below
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​Enlarge 3D truck viewer for improved visibility
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Align testimonial pull-quotes with section titles for clearer context
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Match color overlays with full background photo to reduce visual noise
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Change transparent sections to opaque to enhance text legibility
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Conduct a full accessibility audit
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Monitor CTA performance over a 3-month period
Key Skills Used
White-boarding Exercises
Responsive Web Design
User Interface Design
Development Handoff
Photoshoot Direction
Industries Served
Automotive Services
Membership Services
Business to Consumer Sales
Non-Profit Chairties
Tools Used
Adobe XD
Microsoft Office
Slack
Microsoft DevOps
Zeplin
Wrike
My Role & Team Composition
I created all UI/UX designs needed, while collaborating with my manager, UX copywriter, AAA Cares Marketing Manager and our charity partners to define and revise page content. We also worked together to interview employees who volunteered to share their stories and directed all necessary asset photoshoots with a third party vendor.
Once the design was finalized, I completed development handoff and supported the developer through implementation, conducting a QA design review prior to launch.
Team Members
UX Manager
UX Copywriter
AAA Cares Marketing Manager
Senior Developer
Photographer
My Design Process
Continuous Discovery & Dual-Track Agile
The key to any good design is to collaborate early and often. Developing UX maturity within an organization requires building a bedrock of trust with your team members first.
By proactively leveraging the unique knowledge of each team member through design workshops and brainstorming sessions, the team can anticipate road blocks and course-correct early on instead of after a product has been built. I've found working this way can reduce implementation rework and strengthen team camaraderie as everyone feels their voice and perspective matters.
Design Thinking Workshop
UX Team White-boarding Session
In a workshop lead by my manager, the UX writer, UX Manager and I brainstormed content structure and interaction design ideas for the page's redesign.
Low-Fidelity Wireframes
AAA Cares Landing Page
Once the copy for the page had been written and approved, I used low fidelity wireframes as a low commitment way to introduce potential design solutions to the team for review.
Finalized Designs
Clear Donation Paths & In-Depth Employee Features
Adding employee interviews gave users a tangible result of the donations and volunteer work AAA had provided to each organization over the years. Our charity partners were thrilled with the new design and employees were grateful for the opportunity to share their stories with others.
