AAA MWG — Redesigning the Discounts Landing Page
Role
Intern
Timeline
June - August 2026
Team
AAA Digital Member Experience
Platform
Desktop Interface
Context
Developed during an internship at AAA Mountain West Group (MWG), this initiative focused on redesigning the Discounts landing page to eliminate redemption friction, increase deal visibility, and overall align with AAA Mountain West Group's (MWG) vision of "Creating Members for Life."
Problem
Usability research and survey data revealed severe findability issues and redemption friction on AAA MWG's D&R landing page. Members struggled to find tangible discount offers and experienced dead ends, causing high drop-off rates and underutilization of a core membership benefit.
Solution
Developed and proposed a redesign that leverages existing company data systems to create a dynamically-changing deal hub that prioritizes relevant, local partner offers to simplify discovery, strengthen the MWG digital ecosystem, and support long-term Member retention.
OVERVIEW
Unlocking the hidden value of everyday membership
While roadside support defines the primary brand promise, a massive ecosystem of regional savings remains virtually untouched—with 98.7% of enrolled members missing out on everyday discounts due to digital dead-ends.
The modernized discounts portal completely rearchitects this dynamic. By replacing an uninspired, link-heavy directory with a tailored discovery engine, the updated web experience removes redemption roadblocks, instantly highlights financial ROI, and directly reinforces an ecosystem where active deal users renew at a rate of 95.7%
MAIN GOAL
Rethinking the discovery-to-redemption funnel
The goal was clear; to transform a fragmented corporate directory into an intuitive, high-converting digital storefront.
To bridge the gap between benefit awareness and actual savings, the redesigned portal focuses on four core UX pillars:
1
Surface
high-value partner offers instantly, removing the need for deep scrolling or manual site searches.
2
Quantify
real-world savings to demonstrate tangible membership value right from the start.
3
Consolidate
user flows within internal web properties to avoid dropping users off on external domains.
4
Strengthen
long-term loyalty by making benefit redemption an effortless, everyday habit.
RESEARCH
Uncovering the root causes of drop-off
In-depth UX evaluations and member feedback loops conducted between early 2025 and mid-2026 shattered a key assumption: low engagement wasn't a motivation problem—it was a navigation crisis.
"To ground my strategy in real member behavior, we analyzed insights from a recent qualitative usability study and digital survey feedback across desktop and mobile flows:"
%
expressed extreme frustration when attempting to locate deals through the standard site navigation
%
failure rate observed during usability testing when members tried purchasing major entertainment & theme park tickets.
%
drop-off occured on essential daily savings tasks, such as locating fuel partner benefits.
Key Finding
Members aren't turning down savings; they are giving up mid-journey because irrelevant promo banners overshadow actual offers, and broken offsite redirects create friction.
HIFI WIREFRAMES
Translating friction points into functional UI
Redesigning the interface meant moving away from static promotional banners and toward a flexible, conversion-oriented layout built around immediate user context.
Using unified data profiles, the portal adjusts its layout based on real user behavior. Here are three examples of Member profiles:
First-Time Visitors; see high-recognition national perks paired with quick-start guides.
Dining & Retail Enthusiasts; presented with regional restaurant gift card deals and instant savings.
Auto & Travel Planners; receive direct access to battery discounts, rental deals, and getaway savings.
FINAL THOUGHTS
Navigating product trade-offs & organizational constraints
Designing an enterprise portal meant aligning user expectations with strategic business requirements:
Quick Vendor Handoffs vs. Complete Journey Ownership
Redirecting members to third-party partner portals was technically simpler, but it severed tracking visibility and exposed users to broken flows. We chose to build native redemption paths to preserve UX quality and safeguard user trust.
Cross-Selling vs. Dedicated Intent
he legacy interface prioritized internal product ads over the deals members were actively looking for. We shifted priority back to discount discovery, leading to cleaner visuals and faster user task completion.