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Digital Product · UX / Interaction Design · 2021 to 2022

AA Smartfuel

A national fuel rewards app where resetting your password meant phoning a call centre.

Role
Experience Designer
Studio
Catch Design
Platform
iOS · Android
Timeline
2021 to 2022
AA Smartfuel: The password journey as it shipped. The final interface desi
The password journey as it shipped. The final interface design was the Catch Design and AA Smartfuel team's; my work sat in the analysis and the flow underneath it.

How might we offer customers a smooth Create / Reset Password experience?

The problem

To reset a password, customers had to call customer services. On a national rewards programme that is not a small inconvenience: it puts a phone call between a member and their own account, at the exact moment they are already locked out and irritated.

Nobody demos a password reset. It is also the screen where a frustrated member quietly gives up, which is why it was worth the engagement.

AA Smartfuel: The existing app mapped out screen by screen before anything
The existing app mapped out screen by screen before anything was proposed. You cannot argue that a journey is too long until you have laid the whole thing flat and counted it.

How the current state was assessed

  1. 01

    Heuristic analysis

    Usability analysis of the existing app against the ten Nielsen Norman heuristics, so the critique had a shared framework behind it rather than taste.

  2. 02

    Informal research

    Informal user research, interviews and testing, run to check that the pain points found in the audit were the ones real members actually hit.

  3. 03

    Competitor analysis

    How other apps handle a password journey, read for the patterns worth borrowing and the ones worth avoiding.

  4. 04

    Journeys, flows and wireframes

    User journey mapping, user flows and low-fidelity wireframes, produced in collaboration with the team.

AA Smartfuel: Five competitor apps, their password journeys pulled apart s
Five competitor apps, their password journeys pulled apart screen by screen. Most of the value here is negative: seeing how many steps other products spend before anyone is let back in.
AA Smartfuel: The replacement flow at low fidelity: settings, mobile verif
The replacement flow at low fidelity: settings, mobile verification, new password, confirmation, back to settings. Five steps inside the app, and no phone call in any of them.
AA Smartfuel: The same flow as built. Verification by code to a mobile num
The same flow as built. Verification by code to a mobile number is the piece that removes the call centre, because it is the part that proves who you are without a person on the line.