AAA's Road to Persuasion, Emotion and Trust:HFI collaborates on website design using new PET design™ methodology for persuasion, emotion, and trust Challenge: Showcase product range, improve conversion AAA Mid-Atlantic wants people to know it offers more than just roadside assistance. Its assortment of products and benefits includes member discounts, financial services & insurance, travel & entertainment packages, and more. HFI collaborated with AAA Mid-Atlantic on a website redesign to: Expand consumer awareness about range of offerings Create a more persuasive online experience to increase uptake and conversion HFI's approach: Create a guided path for customer discovery HFI combined classic usability practices with its new PET design™ methodology for optimizing persuasion, emotion, and trust – including eye tracking studies. In-depth research identified people's wants, needs, motivations, and expectations. Analysis found the existing AAA website didn't encourage people to explore new products, go deeply into the content, or even notice prominently displayed offers. HFI developed a new site structure that promotes consumer discovery and cross-sales through a carefully orchestrated guided path. Instead of selling everything everywhere, the site now leverages "seducible moments" to present the right offer at the right time – including things that visitors didn't even realize AAA offered. Results: Improved sales and product exposure AAA Mid-Atlantic has enjoyed dramatic benefits since the launch of its redesigned website. Expanded awareness: Site visitors discovered and remembered twice as many products and services; page views have soared in nearly every category. Increased conversion: Membership page visits and leads have exceeded a 200% increase; online renewals for all membership types are higher. Improved usability: Membership page visits and leads have exceeded a 200% increase; online renewals for all membership types are higher. Brand appeal: Tests showed the new design is unanimously preferred over the old site. Before Customers didn't know where to look or realize the extent of AAA's offerings After The site engages customers and uses guided paths to encourage exploration and cross-selling New design encourages customers to explore a wider variety of AAA's offerings Key content, like membership benefits, was rewritten to be more persuasive Before After “Our partnership with HFI has given us access to a vast storehouse of knowledge in the field of user design engineering. This has helped us in revisiting the brand, keeping user focus in mind, and creating a product that is not only user-friendly, but promises to set standards in the industry.” Scott Gamble - e-Business Director, AAA Mid-Atlantic