Roadside assistance
How can we ensure customers know what roadside assistance covers and how to get reimbursed?
Who I designed for: USAA
Platform: Web
My role: Lead Designer
Setting the stage
As part of a brand refresh, and also because of the persistent confusion between Roadside Assistance claims and Auto claims, business partners requested a redesigned Roadside Assistance page for the public site.
Our SEO team informed us that the current page was performing poorly, with most customers noting it was easier to search the web for USAA’s roadside assistance than finding the content organically.
How we came up with a design
While constrained by brand components, it was important to me to make sure that the page helped customers understand what Roadside Assistance covered.
The page went through several layout iterations to figure out which content hierarchy. In order to have the site found more easily, I partnered with our SEO team to find the top terms our customers were using when searching for Roadside Assistance; this allowed me to create a set of icon tiles that would resonate best with the customers and help guide them into the right flow.
We conducted some simple user testing that showed the new design was likely to succeed with customers.
Results
The refreshed design has led to increased reimbursement rates, higher customer satisfaction with the Roadside experience, and reduced the number of Roadside claims that were incorrectly filed as Auto claims.
