Customer Roadside Portal
2021 - Mobile Web Application
The Impact
NPS: Net Promoter Score increased on average by 5bp to 82
EPJ: Decrease of 200-400 seconds on average (company effort per roadside job)
Golden Call %: 3% increase ($200-300k/month value)
Results - 650k new revenue in the first 6 months (from Referrals and Coupons)
5bps
2-400
3%
$650k
Avg NPS increase to 82
EPJ decrease (in seconds)
Golden Call increase
Extra $ generated in 6 months
Role
Senior UX Designer
Responsibilities
Product Design, Design Strategy
Team
Roschelle Lowe - PM
Minh Lou - Tech Lead
Context + Challenges
When you are stuck on the side of the road as a customer, you want the reassurance and transparency that help is on the way. At Agero I spearheaded the design and strategy to reinvent the way people see their roadside experience, and used it to help drive new revenue streams for the business.
Roadside assistance tries to be transparent, but in the modern world is one of the most opaque and frustrating experiences imaginable. As a customer you want to be given the most up-to-date information so you can have peace of mind that you are being taken care of and that you know how long it will take you to get back on the road.
From a business perspective, while it’s great to make the customer happy, how do you draw value from a project on a scale such as this? How do you show your clients what value something like this delivers, and can it be used for more revenue opportunities?
- Agero has Five separate users types: Customers, Tow truck drivers, Support Agents, Internal Stakeholders, and our Clients (Insurance Co. and OEMs)
- Covers 12-15 million roadside events per year
- Swoop is the primary product line for Agero
The original Swoop Platform had a process that was Very Manual and Time intensive.
Still relied heavily on Agents taking calls to dispatch and manage jobs which lead to very high (800-1200 second EPJ)
It was made up of three separate experiences which made it tough to update critical digital infrastructure.It got the job done but had massive gaps that caused the user experience to vary widely and be inconsistent. Not only was the experience in using it bad for our internal agents, but the users it affected the most (customers on the side of the road) had the worst (user) experience.
Another problem for the future was how it was built using Coffeescript and on Heroku (not scalable), which meant the plaftorm would have to be built from the ground up in order to handle millions of customers using it every month.
All links are received via text message after calling to request a job.
- Sharing Location
- Live Truck Tracking
- NPS Survey
Focusing on the Big Picture
Key Impact Metrics to Improve:
NPS: Net Promoter Score
EPJ: Amount of effort per roadside job (in seconds)
Golden Call %: 100% Digital End to End Job (Silver call is a digital flow that ends up going to an agent during the process).
While it felt straightforward to just redesign the application itself, it was going to be a lot more because the entire platform was not scalable and would have to be rebuilt from the ground up. That doesn't happen often, and I chose to see this as a great opportunity for the company to shape the future of how customers experience roadside assitance at Agero. Because I was pursuing uncharted territory, I worked to have a lot of side conversations with different stakeholders from across all parts of the business to construct the flow above. Noone had really thought about where the customer portal would sit in regards to the overall company strategy, but this helped to make it clear to senior leadership why this was such a crucial tool to invest in.
We had to consider a lot of factors including:
- How our work ties into the effort of our CV, AI and ML teams
- Our Customer intake methods (Calls, Automated machines, the VIVR (our digital intake form)
- We have our APIs already embedded in so many of our clients own applications
Working Out the Details
Once the strategy got approved, it was clear where the bulk of the work had to be done in order to take the designs from concept. I used a trip out to San Francisco in January of 2020 to work with the SF team at our Swoop office to flush it out.
On the plane home, I got right to sketching. Not just wireframes, but how content is layered and how the entire system can be. I started to get a vision of what really could be. A platform that provided full transparency, and tied all of our systems together in a way to make our customers feel like they have a clear picture of what is going on. Another thing I kept in mind too, how can we provide this, but make it more profitable not just for our clients, but for Agero itself.
Initial Concept
The Outcome
Results:
- Combined all platforms into one singular experience
- Modern React Framework refactored to allow for faster updates in the future
- End to End digital experience reduced amount of phone traffic and effort from agents.
- Full Transparency for the customer to lower anxiety and boost NPS scores
- Bonus - Designed a beta integrated referral platform on the CRP for 2 clients.
MVP
Post MVP Update
Contact
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© Andrew Green 2026