AAMI Driver Rewards

At AAMI, our commitment to road safety and customer satisfaction drives our innovative approach to insurance. The AAMI Driver Rewards program enables customers to monitor their driving behaviors and earn rewards based on their performance. This program is designed to incentivise safer driving habits through a tangible rewards system, ultimately aiming to reduce the frequency and severity of insurance claims.

Discovery

Since its launch in August 2022, the AAMI Driver Rewards program has observed that only 40% of registered customers actively record a trip. This initial stage of discovery aims to understand and address the barriers preventing higher engagement rates.

Key challenges identified from 1:1 contextual user interviews and stakeholder workshop:

🙄 Customers face a lengthy onboarding process requiring multiple permissions (geolocation and motion fitness), which discouraged the continuation.
😵‍💫 Illustrations used during onboarding fail to clearly convey the purpose and benefits of the program.
😕 The program demands continuous access to precise location data without offering immediate and tangible rewards, leading to customer hesitancy in data sharing.

How might we improve the onboarding process for new AAMI Driver Rewards program users so that they can easily understand the benefits, thereby increasing program participation rates?

ONBOARDING

Design Exploration

Design Concepts

I explored potential onboarding design options for the AAMI Driver Rewards program.

Exploration A: Contextual illustrations and streamlined permissions interface

Enhancing visuals and text to be more contextual and engaging in order to better educate and motivate users.
Merging permission settings into a simplified, user-friendly toggle list.

Exploration B: Interactive On-Screen Tutorial

Introducing a step-by-step guide on the AAMI Driver program screen to help users understand the program before granting permissions.

Exploration C: Gamification of onboarding

Incorporating a scoring game to engage users and encourage real-life participation.

Platform-specific geolocation permissions design

Geolocation permissions turned out to be more complex than initially expected, especially due to differences between Android and iOS versions. For instance, on Android 12 or higher, users can grant only approximate location. Consequently, I collaborated closely with developers to map out the permission flows and design the screens tailored for all supported iOS and Android versions, ensuring our solutions are technically feasible and user-friendly.

iOS 15 & higher 1st instalment flow

How might we design a reward experience for AAMI customers so that they feel more immediately rewarded and motivated to consistently engage with the program?

We structured the rewards experience design into two stages: Blue Sky and MVP, with each stage spanning 6 sprints.

REWARDS

Blue sky stage

The initial focus was on generating broad, innovative ideas without constraints. We aimed to consolidate all customer benefits into a single, centralised location, thereby unifying the rewards streams and providing a seamless and comprehensive experience.

We organised several workshops to

align the Loyalty Strategy & Requirements with the business team,
gain a deep understanding of our customers,
obtain a holistic view of the rewards stages and flows.

Our target user group consists of customers who are already aware of the AAMI Driver program and are eager to participate. These individuals are passionate, curious, and money-conscious, actively seeking to be rewarded for their engagement with the program.

At this stage, we developed several key concepts:

Design an onboarding process that highlights the AAMI Driver Rewards program.
Welcome users with an initial cash reward after onboarding.
Provide cashback offers and allow rewards to accumulate, which users can apply as discounts upon renewal.
Offer personalised rewards based on the tenure of the user’s loyalty with our product.

REWARDS

MVP stage

Constrained by business requirements, we developed a practical solution for the MVP stage.

Customers engaged in the AAMI Driver program who reach a specified score are eligible for cashback offers facilitated by Mastercard. They can link any debit or credit card to the Mastercard platform, and after making a purchase, the cashback automatically gets credited to their linked card.

Design a seamless reward experience

Our goal was to craft an experience design that showcases enticing offers and facilitates cashback redemption for customers. This involves informing users about the new rewards feature, enabling them to view offers, understand eligibility requirements, and activate offers—this process also initiates the card linking.

To validate user interest and response to the rewards experience, together with UX researchers, we conducted 2 rounds of testing with 12 users.

Users expressed satisfaction with the overall rewards flow and experience, appreciating its coherence and ease of navigation.
Users like how clearly the eligibility criteria were communicated through simple illustrations. However, they noted that the depiction of a car driving towards rewards suggested that more driving leads to more rewards, which could be misleading.
When activating offers and linking a card, users expect more context on why linking a card is necessary.
Users showed a clear interest in being able to view their cashback history to keep track of their rewards.

Manage stakeholders internally and externally

We partnered with Mastercard to provide the reward offers. My role involved aligning internal stakeholders—including the Product Owner, Business Analyst, User Researcher, Motor Specialist, and Content Writer—and synchronising with the Mastercard team.

We discussed which retailers to approach, what offers to provide, the types of offers to choose, the duration of each offer, and whether offers would be manually or automatically activated.
We also needed to decide how users would link their cards, whether this would direct them to a Mastercard platform or involve an embedded widget, and how the platform would identify a user.

To ensure everyone was aligned, I developed a UX and research schedule that clearly outlined when each phase would occur. I also organized multiple workshops to thoroughly review the user journeys, flows, and extreme cases, helping to clarify expectations and foster collaboration.

Offer journey – Manual activation

Outcome

Our design achieved a SUS score of 92.9. This validated our design concepts and demonstrated that we successfully achieved our goals.

Customers unanimously expressed positive sentiment towards the AAMI Driver Rewards, citing extreme satisfaction with the overall offers presented. The clarity and ease of obtaining rewards through daily driving activities were well received and found enjoyable.

The AAMI Driver onboarding process effectively explains the program and its connection to rewards, providing new users with a clear and immediate understanding of how it works. This foundational knowledge reduces confusion and ensures that users feel more confident in participating in the program.