Aligning strategies to increase member adoption 10x.
The businesses mobile app had an engagement problem. With only 40,000 active users across their member base, the app was functionally invisible to the vast majority of people it was built for. Members downloaded it, used it once in a roadside emergency, and moved on.
A catalog of valuable offers and member benefits sat untouched — not because members didn't want them, but because the app gave them no reason to return.
They needed more than a redesign. They needed a new engagement strategy built around why members would actually come back.
Discovery and the innovation workshop converged on a clear strategic direction: shift the app from a reactive emergency utility to a proactively personalized companion.
Starting from a base of 40,000 active users, the redeveloped engagement strategy centered on contextually aware experiences — surfacing relevant offers and member benefits at the right moment for each individual — with a stated goal of growing the active user base tenfold.
The project concluded prior to the pandemic, which reshaped the mobile landscape before the strategy could be fully measured in market.
With only 40,000 active users, AAA's mobile app was being used almost exclusively for roadside emergencies, leaving the majority of member benefits undiscovered and engagement critically low.
Facilitated stakeholder interviews, experience blueprinting, and a C-suite innovation workshop culminating in an interactive proof-of-concept prototype defining a new personalization-first engagement strategy.
The engagement strategy reoriented the app around contextually aware, personalized experiences with a target of growing the active user base tenfold — from 40,000 to 400,000.