In responding to changes within the automotive industry, RAA has been working to strengthen its brand positioning “There’s more to RAA than you might think.”
Our previous projects with RAA focused on internal end-users, whereas this project was about increasing value and engagement for external end-users, i.e. RAA’s members. Moreover, this should also help the company’s branding objective: to be seen as innovative and progressive.
This exercise allowed us to design interactions within the app that would suit the needs of members and potentially, encourage non-members to join.
While it seemed obvious that RAA would choose to build a mobile platform rather than a just web one, we also needed to consider the scalability of this platform to facilitate business planning.
The myRAA app allows users to do member-related tasks such as registration and account management. Moreover, they can also access loyalty benefits including special offers and competitions.
To make sure the app functions seamlessly, we integrated it with RAA’s Content Management System.
With the majority of members using mobile phones when they need to interact with RAA, we made sure that opportunity does not go to waste. The mobile platform has a single purpose proposition: help users gain value from their membership.
What about non-members? To maximise conversion, we made the app functional even without having to log in. The rationale is to allow non-members – or friends and family of existing members – glimpse the desirable world RAA builds for its customers.