Transforming CRM Experience

Context

AAA aimed to transform its Member Relationship Management (MRM) portal to enhance agent efficiency and customer experience across multiple touchpoints. The MRM application is used by AAA agents in branches and contact centers, serving over 15 million members across North America.

The platform provides access to AAA member profiles and support services across various products, including:

  • Club Membership
  • Insurance Services
  • Travel Assistance
  • DMV Services
  • Emergency Roadside Response

Challenges

  • Outdated user experience on legacy platforms, leading to lower agent productivity, poor customer experience, and missed sales opportunities.
  • Frequent switching between disparate applications, creating redundant workflows and inefficiencies.
  • Clunky, non-intuitive interface that required extensive training for new agents, slowing adoption.

My Role

As Design Strategist, I led the eight-month engagement, working closely with the CIO and CMO to align on business and technology objectives driving the CRM transformation.

I collaborated with both in-house and consulting design teams to craft a research-driven redesign approach, aimed at enhancing the CRM experience for both in-branch and contact center agents. The strategy focused on streamlining workflows, improving usability, and optimizing the overall agent experience to ensure faster service and improved customer satisfaction.

Design Approach

User Research

Design Highlights

Design Opportunities
Design Explorations
Information Architecture
Key Workflows
Mobile Experience
Design System

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