UI/UX Case Study:

AAH Motorcycle Redesign

This is a UX case study on AAH motorbike website redesign.

Overview

This is a case study based on work I did at Accident Advice Helpline. My task was to redesign the AAH Motorcycle+ website. This is a sub brand that deals with motorcycle accident claims and repairs with other benefits. It is over 5 years old and follows outdated design trends. My main role for this redesign was to create a user experience, which reflects the users' needs better; an interface, which is not only easy-to-use, but provides a satisfactory and meaningful usage.

Outlines

  • Redesign AAH Motorcycle+ website.
  • Consider the UX, UI, brand attributes, conversions and SEO value.
  • Understand the strategy in the medium to long term, and what role it plays in that strategy.
  • Propose design solutions and validate them.

My Role

  • Discovery, strategy and design.
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Discovery

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Website Audit

Initially I ran a website audit, establishing aspect that need improving. The main goal of this website is to make leads. By making user personas I can establish the target audience for the website to improve the conversions.

Here are examples of task that will support conversion:

  • Refresh the brand identity.
  • Increase traffic and conversions of the website by 20%.
  • Emotionally connect with motorcyclist through imagery.
  • Redefine calls to action (CTAs)
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Stakerholder Interviews

After the audit, I held stakeholder interviews to ask additions questions to query any aspects of the project.

Questions Answers

Why use the domain name Aah bikes?

  • AAH Motorcycles is a sub brand of Accident Advice Helpline.
  • Aahmotorcycles.co.uk domain is available and could replace this.

Can the logo be redesigned?

  • Yes, Incorporate the text “Accident Advice Helpline Motorcycles +”

Social media integration?

  • Yes, Can we use social media links from Accident Advice Helpline, or should we use a seperate account.

Can we add reviews to the website?

  • Yes, we’re allowed to use Accident Advice Helpline reviews.

Could we add SEO pages?

  • Yes, we could create SEO content for a ‘blog’ section.

Competitor Analysis

To understand the motorcycle repair market I did a competitor analysis. This helped me understand what they were offering their customers, and how were they doing it? The findings from this will help determine the company strategy.

Best practices

Identifying best practices helped me add familiarity to the user experience. The user expects your website to offer familiar content and functionality. If it didn't have these, they'll probably go to your competitors. It's about not repeating the pain points that they've encountered.

Here are some of the heuristics I use:

  • Support or help section
  • Visual design trends
  • Consistent Design
  • Clarity of information
  • Content is scannable
  • Metting user expectations
  • Clear labelling

Brand attributes

To help me establish the company goals I did a brand attributes table. I spent time understanding the brand/business I'm design for. Who are they? What do they do? How do you want the customers to feel etc.

1. Culture of the business 2. Customer 3. Voice 4. Benefit 5. Value/ImpactTo the business
Suited to motorcyclist

Safe

Welcoming

Trusting

Motorbikes

dynamic

Speed

Adventurous

Active

Professional

Direct

No nonsense

Modern

Increased productivity

Revitalised brand

Benefits

Ease of service

What is the USP (Xfactor?):
The “one stop shop” for motorcycles accident service. Professionally run, established business focused on motorcycles

Strategy

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User study

It's important to understand the attitude, relevant characteristics and behaviours of our users.

User goals
  • Find the services SEO/Social
  • I want to make a claim
  • They want a replacement bike
  • They want compensation
  • They want to feel special, looked after
  • They want good communication, customer service, speed and competence.

Peronas

To help me reach the user goals I created two personas. These were created after doing some market research on motorcyclists. This included their gender, age, goals and how the business would suit their needs.

  • Michael, 45, motorcyclist
  • Loads of friends, values word of mouth
  • He is focused trust, relatability.
  • Big on social media like facebook and Instagram
  • Married

Story

Michael hasn’t had an accident in a while but he’s aware he’ll need to use the services eventually. Through social media (blog link) and word of mouth from other motorcyclist he’s refered to AAH Motorcycles. The reviews are good and there are a number of benefits they have which make them stand out from the other companies. Michael save the link but joins the facebook group as it focuses on motorcycle lifestyle. He notices there is also a rss feed and a instagram group which he also joins.

After a couple of weeks he has his first accident, and he straight away goes to the AAH Motorcycles website as he reads their blog regularly and view their instagram as well. When he gets home he goes to the facebook group where he finds the phone number and contacts them.

  • Clare, 39, motorcyclist
  • LIves: Midlands
  • Profession: Transport and logistics

Story

Clare has been in a motorcycle accident. Her bike is damaged and unable to be used. Her helmet is damaged and she also has injuries. Returning from hospital shes been contacted several time by her insurance company who are referring a random claims company, who she doesn't know. She is feeling unsure whether to use them. So she opens google’s “motorcycle claims” on her mobile. She searches for a claim company who focus on the motorcyclist. She stumbles on AAH Motorcyclists, she first reads the services and benefits. Then she moves on to the reviews, which are good. After going through the blog section and some more reviews she decides to contact the company by filling in the form.

User journey/flow

I created a user flow/journey to map out the journey the user would take before they reached their goal i.e. Start a claim. The better I can make this the better outcome for the user and business.

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Sitemap

To show the structure of the website I created a sitemap. This helps ensure the content is where users would expect to find it.

This is useful because:

  • It is the first deliverable which will show what I'm creating.
  • It will help the position of the content and what will need to be produced.
  • It will show the navigation structure.

Design

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Stylescape

The stylescape is a visual guideline to help the direction of the project. I find the use of these very useful for getting the mood, colour, font sizes and layouts of the project.

SnowAAH Motorcyclists+ stylescape

Style guide

This style guide was used to set the standards for the UI elements, text etc of the design. I always find it best to create a library for all the assets of the project.

SnowStyle guide

Sketches

Before I get to my desktop I find the best approach is to sketch out all variations without any limitations. I find my illustration background makes this easy for me. I can look at UI positioning, colours, desktop/table/mobile screens freely. I can gather user feedback quickly without finalising designs too early.

Lo-fi wireframes

After I've finalised sketches I can move into low fidelity prototype again through user feedback and validation I can finalise designs to save time.

SnowAAH Motorcyclists

Hi-fi wireframes

To help users identify the look of the final design I created high fidelity wireframes. These will be used to get sign-off from stakeholders and validate the overall designs.

SnowAAH Motorcyclists

Prototypes

Lastly in the design phase I created interactive prototypes. These helped portray the user experience using the high fidelity wireframes.


Takeaways

Overall I found the redesigning the AAH Motorcycle+ brand very clear and concise project. Once the logo was finalised the rest of the project gained motion. Through further user testing and A/B testing the user experience can be refined.