Evolving customer experience through UX best practice & establishing a vision for a future beyond just breakdowns

areas of expertise

ux research & experience mapping

human centred design

Growth design

product & design strategy

service design

ui & interaction design

rapid prototyping

A man holding an iphone, displaying an app helping him navigate to saved locations and access useful vehicle utility, while sat in a car

The AA was originally formed in June 1905 by a group of passionate motoring enthusiasts. Since its inception, the AA has been committed to protecting motorists and prioritising their interests. With over 15 million members, it has since become the largest motoring organisation in the UK.

With a range of teams and a growing selection of services, all dependent upon a fairly small UX & Design team, the organisation had spent a number of years trying to scale its own proposition, integrate new service lines and develop a systemised approach to its approach to product and service development.

overview

When we were approached, the AA were struggling in a number of areas, spread across their business, but ultimately leaning upon an already stretched and struggling UX & design team.

Our partnership was initially centred around UX best practice and strengthening the capabilities of the Design team, with the remit to also utilise and extend existing customer research as a benchmark for innovation.

The focus here was to develop a vision and roadmap for their core digital touchpoints, future proofing the organisation and helping map out potential partnership opportunities for business growth and evolving utility.

Beyond the main services of the organisation, we were also tasked with integrating a number of new services into the existing user journeys, ensuring seamless onboarding and adoption into The AA CX stack.

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A woman takes a closer look at a cluster of customer and service frictions on a large journey map, placed on the wall of an office.

A woman unrolls a porton of a large journey map on a table, showing key customer stages and clusters of frictions underneath an anxiety scale.

impact

car home future vision

Digital innovation strategy & roadmap

The 'Car Home" prototype & initiative laid the groundwork for The AA's digital future. We explored ways to enhance every aspect of driving, positioning The AA as the primary automotive assistance resource.

Through comprehensive design and prototyping, we demonstrated The AA's potential to become integral to drivers' lives, setting a foundation for digital innovation within the organisation.

improved digital ux & best practice

Award-winning digital experiences

Our work contributed to The AA winning the UX/UK award for the 'Report a Breakdown' service. This award-winning product was slated for launch in early 2019, establishing a new benchmark for future digital customer experience integrations and winning new service partnerships with brands like Ford. This success not only validated our approach but also set a new standard for digital innovation within The AA.

used cars service integration

Integrated new business into core CX

We collaborated with The AA's 'Cars' team to simplify the car finance process and integrate their journeys into the core AA CX. Our focus was on helping users find their ideal vehicle while understanding finance options at key decision points. We also provided the team with a versatile toolkit and design components to enhance their workflow. This approach simplified the car buying journey and empowered The AA to begin continuously improving their digital offering.