AAA MWG — Making membership value easier to discover
Role
Digital Member Experience Intern
Timeline
June - August 2026
Product
AAA Discounts
Tools
Figma, Contentsquare, Tableau, Google Analytics
OVERVIEW
AAA Membership offers more than roadside assistance
Discounts give Members access to savings at 120,000+ locations across the U.S., across a wide variety of categories.
Dining
Entertainment
Shopping
Automotive
Live Events
Home
…yet only 1.3% of Members used a Discount in 2025
Discounts give Members access to savings at 120,000+ locations across the U.S., across a wide variety of categories.
My Design Challenge
What is preventing Members from discovering and using their Discounts?
RESEARCH
Member feedback revealed friction across discovery and redemption
I reviewed Member survey feedback, usability testing sessions, and social listening comments to identify recurring friction across discovery and redemption.
Generalized Findings from a 2026 Usability Testing Session, 2026
Low Findability
Partipants encountered difficulty locating relevant offers.
Fragmented Journeys
Participants said they would abandon their journey due to frustration while finding relevant offers.
Low Awareness
Participants didn't always understand the breadth of Discounts available.
MY STRATEGY
Improving Discounts meant reaching Members at different levels of awareness
Rather than relying on a single touchpoint, I identified three opportunities to connect Members with Discounts based on where they were in their journey.
1
Homepage Discovery
Surface high-value deals to Members who are already engaging with AAA.
2
Discounts Page Experience
Make relevant offers easier to find and explore on the Discounts landing page.
3
Personalized Promotion
Promote relevant deals directly to Members based on their interests and behavior.
HOMEPAGE DISCOVERY
Incorporating Discounts into the broader AAA experience
I explored two ways to surface Discounts on the AAA homepage, from highlighting specific offers to communicating the broader range of Member benefits.
My Proposed Homepage
Give Members concrete reasons to explore.
Deal cards surface recognizable, high-value benefits directly on the homepage, giving Members an immediate glimpse into what their Membership includes.
Make the range of available benefits visible at a glance.
A lightweight partner strip introduces recognizable brands across Discounts without competing with the homepage's primary content.
DISCOUNTS PAGE EXPERIENCE
Improving the experience for Members actively seeking Discounts
I explored improvements across three levels of implementation effort, from immediate optimizations to a longer-term personalized experience.
PERSONALIZED PROMOTION
Bringing relevant deals directly to the Members
I explored how previous Member behavior and location could inform more relevant promotions outside the Discounts experience.
Member Behavior
Redeems a dining Discount at Fleming's
Personalized Promotion
20% off at Ruth's Chris
REFLECTION
Designing with real Members' experiences and frustrations in mind
Getting to work with real Member data alongside designers and UX researchers was one of my favorite parts of this internship. It changed the way I think about design and collaboration, and showed me firsthand how research, behavioral insights, and business constraints come together to shape a product.
Seeing the positive feedback after presenting my designs and recommendations was especially rewarding. Knowing that parts of my work would move forward and make the Discounts experience more convenient for Members reminded me why I love design in the first place; the opportunity to make people's everyday lives a little better!
