Client
- ANWB
Services
- User Experience
- Conversion Optimization
Industry
- Automotive
- Roadside Assistance
Deliverables
- Experience Designs
- Wireframe models
- User interviews
- Expert Reviews
About the project
A carefree journey
With over 5 million members ANWB is one of, if not THE, biggest associations of the Netherlands. After the start of the association 75 years ago, lots has changed. But 1 thing always remained the same: ‘The best road assistance, always near!’ For your car, motor and even bicycle.
A member-friendly service desired by many requires a great user experience. An experience that allows you to add multiple family members with ease. An experience that allows visitors to combine any product or service they want within one flow. An experience that understands the needs of every individual visitor.
My role in this project
Datadriven Experience
My role as an UX Designer at ANWB was diverse. From coaching young talent, to creating better customer journeys. But one assignment given to me suited me like no other: ‘Close the gap between CRO, Data and User Experience.’
With experience in both areas, I knew exactly what was needed to instigate this marriage. And the solution required just a small change for everyone. Challenging the CRO & Data Analysts to provide deeper data insights. And motivating UX to come up with new solutions to their challenges when the AB Tests come back negative.
And once the gap between CRO, Data and User Experience was closed, I opted to inclode other specialisms as well to create a true Optimization Squad. And within weeks this team didn’t just get shape, but worked together like whip cream and apple pie. Creating a customer journey with high conversions and a high customer satisfaction rate.
The curves and boldness in each individual letter represent the values of ANWB. Friendly, yet powerfull. Inviting, yet magnificent. And above all, easy to read on device!
Colors & Fonts
ANWB Design System
Every design is based on a smart Design System called Poncho. With this design system all UX Designers can keep track on new features and make sure the design stays in line over the entire website.
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Working with a Design System
An Experience that matters
The services ANWB has to offer seem unlimited. Insurances, roadside assistance, holidays and many more a spread over thousands of pages. And to keep the experience and feeling the same, ANWB chose to work with a Design System. A logical choice given the amount of teams working on this website.
Yet, every sector has it’s own target group with their own behavior. Simply re-using elements from other teams will not be appreciated by the users. So how can we create a great experience, without denying the existence of the Design System?
Well simply by being creative. By combining existing atoms and molecules to new components, the brandstyle is kept while the experience is customized. Curious about the total experience of ANWB.nl?
Challenges and how to overcome
One (Devided) Journey
The biggest challenge I faced at ANWB, was the devision of the Customer Journey. Being such a big organisation, every devision has its own (scrum) team. And each team has specialists who understand their products or services better then anyone else. However, the customer journey has no clear borders. So how to improve a full customer journey with multiple teams involved?
The simplest answer is ‘collaboration,’ while a deeper thought would rather use the words ‘determination’ & ‘percistence.’ Working together with multiple teams is a great start, but it takes more than just a smile to really make a noticable different for your visitors. And when you truly believe in something, you need all your colleagues to be on board.
By using logic, data and even letting them experience the feeling of a design or new idea, I managed to convince my colleagues. And those who remained sceptic at first, got easily persuaded once the test-results came in!
