American Safety Institute
My Role: UX Designer & Researcher
Tools: Adobe XD, UsabilityHub
Skills: Information Architecture, Usability Testing
American Safety Institute (ASI) has been a nationwide, market leader in online traffic safety education for over thirty years.
Problem
ASI has developed a successful portfolio of services across different states but lacked a unified identity.
Solution
Implemented a research-based strategy to simplify their information architecture and centralized all their services to be accessible from a source.
Discovery
The original ASI website was separate from its state driving school services. Each state had a different driving school website under different brands and names.
American Safety Institute’s parent website solely serviced New York. Each location had separate websites that did not link up the parent brand American Safety Institute.
The client wanted to emphasize the services in the architecture of the website.
We proposed three popular, easy-to-understand course categories that served as the reasons why a customer may visit this website. A new information structure then allowed for a more conventional e-commerce funnel by guiding the customers to search for courses by their respective state.
(Site Map 1) The client-proposed architecture of the project began to mix multiple states under a single service.
(Site Map 2) The recommended architecture still had the landing pages for the three categories, however, all courses were grouped by state to avoid confusion.
Research
Conducted A/B testing for home page to make sure it resonates with our target audience and to increase conversion.
We focused on testing two concepts that varied in images, copy and positioning of credentials.
A/B Testing for the home page. Preference for each design allowed us to gather quantitative data.
A/B Testing for the home page. Preference for each design allowed us to gather quantitative data.
I also wanted qualitative data to get a deeper dive into the reason why customers chose their options.
Data analysis screen that showed significant results.
Participants were filtered to reflect demographics of real customers.
Insights
People were more compelled by the images of a younger driver and instructor
Accredited credentials were better communicated when they were closer to the image
People understood device compatibility of services when multiple devices were shown
Output
We delivered a centralized website under a unified brand.
Strategic architecture that immediately meets the customers’ needs by appealing to the desired service, then honing into the relevant state.
Refreshed content backed by user testing data.
Updated images and icons. Repositioned credentials.
Landing pages for each service. This meets the needs of a customer seeking a service and then guides the customer with Choose State buttons to direct them to the correct list of courses.
Individual state pages that house a unique list of courses