A user-friendly ANWB webpage for and by ANWB members via UX research
With nearly 4.8 million members, ANWB is the largest association in the Netherlands. Therefore, it is important that ANWB's web pages match the wants and needs of its members. Recently, ANWB developed two different web pages for applying for a credit card. Which version will do its members' user experience the most good? Which parts do or do not appeal? And why is one page preferred over the other? With ANWB's member panel and community, Think along with ANWB, the company can easily gather customer feedback and get answers to these questions
Challenge
As a membership organization, it is important for ANWB to enter into and maintain a dialogue with its members. The ANWB member panel and community, Think along with ANWB, is an important way of doing this. Blauw set up the online platform together with ANWB almost ten years ago. By now the ANWB Membership Panel consists of more than 17,000 members, of which approximately 250 passionate ANWB members actively participate in Blauw's ANWB research community. With the quantitative and qualitative customer feedback, which ANWB collects quickly and easily from the panel and community, it can optimize its services and customer user experience as much as possible.
Vision
UX research
ANWB uses the online platform for various issues around mobility, vacations and leisure, as well as to improve products and services. This included the issue of researching the user experience (UX) of a web page for the product - the ANWB credit card.
Web pages testing
ANWB developed two different credit card web pages that provide information about purchasing an ANWB credit card. The aim of the research was to gain insight into which webpage members preferred, and especially: why they preferred it. To gather qualitative customer feedback, they shared both pages in the forum on the community's online platform and asked members for their feedback.
Solution
Optimize most user-friendly web page
A total of almost 200 ANWB members gave their preference and feedback on the designs within three days. The outcome was that there was no clear preference for one of the versions; both designs contained good elements. Mainly thanks to the qualitative feedback, ANWB built an improved webpage consisting of the parts of both webpages that members were most satisfied with and where they had the most positive experience. Based on that, ANWB designed more user-friendly webpage for credit card payment.
Result
What did the UX research yield for ANWB?
ANWB received qualitative customer feedback and thus insights to optimize the credit card application web page as much as possible in terms of user experience. With those insights, the company went to work and has now developed a very user-friendly webpage that is more appealing to its visitors. In addition, ANWB can continue to use the collected in-depth insights for other communication purposes in the future.
Read more about our UX research on the website of our label yourUX
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