The challenge

With an audience demographic averaging over 50 years-old, many consumers had historically relied on the RAC “Route Planner” for sourcing and printing their digital directions. Even with all the latest options such as Waze and Google Maps, “Route Planner” has a loyal customer base, who use it over these other options.

So how do we improve and modernise the RAC consumer app and raise its ratings, whilst satisfying its current user base and bringing in new customers.

How do we continue to engage existing customers?

How do we make it appealing to non-RAC customers?

What other features would be useful, assist drivers and make navigating easier?

Discovery

Competitor Analysis and research done by the RAC highlighted which new areas of the app we should focus on. As the RAC is a break down company a “Rescue Me” area where the user could quickly and easily contact RAC during a break down was essential from a business point of view. Updating the route planner to be more user friendly and give the user more up to date information was also of the highest priority for the current users, as this was the most used area of the app.

Part of full Information Architecture.

An initial ‘utopian’ information architecture was created, including every feature that could be included. After an in-depth analysis of the backend systems by the RAC on what was actually possible, a final IA was created, and from this an initial wireframe. By prototyping and testing this on users, the journey was refined and the initial MVP was realised.

Testing Old Versus New

Even with its basic functionality, some core users of the original app seemed attached to the user experience that they already knew . Some further AB testing was performed between the old and new route planner. On all areas tested - ease of use, information provided & look-and-feel - the new app came out on top. We also listened to the concerns raised by a small number of users and merged some of the familiar old map features into the new app.

Implementation based on user feedback

The RAC invested in their backend services, providing customers with the ability to manage their account through the app for the first time. After reviewing App Store ratings and user feedback, it was apparent that adding more personalised membership information – such as policy information, would be beneficial for the user. A business decision had been made to have a news section visible on entering the app, but after more user feedback the hierarchy of the app journey was rearranged to bring the route planner to the front, as this was the most used area of the app.

Finding Unmet Needs

To understand what other features would be of value, a hands-on approach was taken with the target audience. “Jobs-To-Be-Done” methodology was used to understand what both members and non-members considered important when taking and planning a journey. With over 70 options on the survey, a comprehensive view of “unmet needs” was gained. This insight helped highlight new opportunities, After testing, these new features were added some to the app, and collected others into a roadmap for further releases.

The Results

Now the RAC has a new membership app that meets the users needs, delivers a useful consumer journey and has high ratings on the app store.

Users

Current RAC members and new younger users.

Build

Full membership app, with useful options for non-member's use.

Objectives

Modernise the RAC app. Create a useful tool for both members and non-members and bring the app store ratings up.

Platform

iOS and Android.

Insight from the project

Unsatisfied people shout the loudest, but they do not always represent the core majority of users. Talk to as many people as possible to find out real user opinions.

Personal preferences within a business should never out weigh the insights gained from proper user testing. Listen the the users, not the individuals.

If piece of new functionality is in question, AB testing against existing functionality is a quick and efficient way to find out what works and what doesn’t.

Using Jobs-To-Be-Done can highlight what a business actually needs - based on the opinions of its actual users - compared to that which business executives think they need.