The problem
When someone needs a tow truck, they're usually stressed, often stranded, and not in the mood to figure out an interface. The first version of the AM Club app didn't make that any easier. The UX worked against people in exactly the moments it mattered most - getting help took too many steps, and users struggled to find their way around when every second felt long. The UI didn't help either; it looked dated and made the whole thing feel less trustworthy than a roadside service needs to feel.
There was also a design constraint that became the real puzzle. The client was firm about two things: a strong yellow, plus a blue-to-purple gradient. On their own, fine. Together, in one clean interface? That was the hardest part of the whole job - making those colors feel intentional instead of fighting each other.
What we did
We started by defining the one job the app absolutely had to nail: get a stranded user from "open the app" to "help is on the way" as fast as humanly possible. Everything else came second.
We built an early prototype and put it in front of 14 people, timing how long it took each of them to call for assistance from the moment they opened the app. That gave us something real to design against, not guesses. We rebuilt the flow around that critical path, cut the steps that didn't earn their place, and made the emergency action impossible to miss.
The color brief we treated as a challenge rather than a compromise. We anchored the interface in the yellow where it drove action, and let the gradient do quieter work in the background - so it all felt like one brand instead of two colors in a wrestling match.
The timeline was tight. We worked at full speed without letting quality slip, and hit every deadline.
The results
The redesigned flow got people to help noticeably faster - in testing, the time from opening the app to requesting assistance dropped by roughly a third. Testers found their way around without thinking about it, which is exactly what you want when someone's stuck on the side of the road. And the client got the bold, branded look they asked for, with the yellow and gradient finally pulling in the same direction.
