AAA Membership Purchase Integration

Key Design Decisions

Based on these insights, we made three core decisions:

#1. Introduce membership purchase in the discount section (pre-payment)

I designed a custom AAA membership illustration using design system elements to ensure clarity and visual consistency.

#2. Offer only the most popular tier for MVP

While 49% of users preferred seeing all tiers, we launched with the most popular option (31%) to reduce cognitive load in an already complex flow.

#3. Keep it optional

Survey results showed a 20% drop in purchase intent when membership was required, so we intentionally allowed users to skip.

The Biggest Design Challenge: Pricing Clarity

The most complex and high-risk design problem - which I led end-to-end - was redefining how pricing information is presented once membership is added.

Insurance pricing is already difficult to understand (monthly vs. total vs. fees). Adding a separate membership fee made it even easier to overwhelm users.

Why this was hard:

Insurance and AAA membership have different billing rules, start dates, and payment plans — but they needed to feel like one coherent purchase without misleading users.

Designing for Pricing Clarity

#1. Defining the Primary Price

Choosing which price to emphasize was critical.

The goal wasn’t just accuracy; it was helping users quickly understand what they’re committing to.

To evaluate options, I aligned with stakeholders on the following design criteria:

• Minimize confusion around payment plans

• Stay consistent with the payment experience downstream

• Support future product bundling

• Fit within mobile space constraints

Design Exploration

Final Decision

We landed on a hybrid approach that balanced clarity and accuracy:

This allowed users to understand the cost quickly without feeling overwhelmed.

#2. Structuring the Price Breakdown

The price breakdown needed to communicate insurance premiums, installments, and annual membership fees without overwhelming the user. With limited space on mobile, the challenge wasn’t adding information, but deciding what not to show.

#3. Strengthening the Payment Plan

The payment screen is the final point of friction. Any confusion here leads to a "call-in" rather than an online bind.

I redesigned this step to reduce effort and make it easier to verify final costs at a glance.

Prototypes and Testing

I delivered end-to-end interactive prototypes after multiple rounds of iteration, incorporating feedback from heuristics evaluations, Marketing, Legal, Product and engineering partners.

In usability testing, we received 86.75 SUS score. 8 out of 10 participants naturally clicked "view price breakdown" to understand their costs. This was a significant improvement compared to prior testing, where most users failed to discover pricing details and expressed confusion about quoted premiums.

Results and Impact

The design has been rolled out to major markets including Arizona and California.

• Expanded online eligibility: ~30% of customers who previously couldn’t complete purchases online are now able to bind independently.

• New Member Growth: In CA region alone, we've seen 147 online binds that weren't possible before.

• Younger Demographics: 58.3% of online binds with membership came from the 20-29 age group, proving we are successfully reaching a younger, digital-first audience.

• Improved pricing comprehension: High usability scores and better discovery confirmed that added complexity did not reduce clarity.