Role
Senior Designer
Duration
12 Months
Launch
October 2021
Best Effect on Business Goals
UXUK Awards
Executive Summary
Redesigning the AA app, reducing call centre demand, introducing key self-service functionality, and giving members more control over managing their vehicles. I led UX strategy and design execution in close collaboration with product, engineering, and research using data and insights to drive decisions at every stage.
Team
Senior Product Owner
Cameron Kennedy
Lead Engineer
Alessandro Mani
Lead UX Researcher
Anna Sarrou
Key Contributions
Stakeholder Management
Team Mentoring
Homepage design ownership
Research & Discovery
Architecture & Navigation
Prototyping
Design system evolution
Problem
People have an overwhelming amount of choice but they're struggling to find what they need. A number of the apps are legacy, outdated and provide disjointed experiences that result in people relying on the call centre to perform basic tasks.
The AA wants to improve and streamline it’s digital services, and offer better self-service options so that people can manage their vehicles themselves. As Senior Designer on the app team my goal is to make car management easier and more intuitive.
Solution
Streamlining for seamless, scalable, purpose-driven experiences
By cutting unsupported and redundant products, we can streamline our digital offerings, focusing on delivering exactly what users need through the right platforms. By aligned tools with specific user types we can ensure each platform has a clear purpose, and users need less separate tools meaning more cohesive experiences.
By designing modular, intuitive components we can deliver scaleable solutions that clearly meet user expectations now and for the future.
Redefining the digital landscape
Why are people coming to the AA?
We worked with the wider design team to refine to vision for the various digital products and aligning them to the various demographics and stages of car of car ownership.
Top 5 tasks
Identifying key tasks for key demographics
We identified the top 5 tasks for our key demographics:
Buy and check my policies (breakdown, insurance)
Find and book a garage (service, MOT)
Route planner (traffic, fuel, parking, EV charging)
Member benefits
Report an accident/breakdown
I redefined a modular interface that could cater and grow for different accounts, and was scaleable for our long term strategy.
LEt us do the hard work
Reducing cognitive load
The modular design consolidates and condenses information focusing on the top 5 tasks hierarchically. This approach allows us to surface the most relevant content, such as MOT cards, only when they are due, reducing unnecessary distractions.
Prioritising core AA services like Breakdown and Insurance not only aligns with business goals but also enhances user engagement by ensuring the app remains relevant to their immediate needs.
Native and intuitive for AA accessibility
The app was built to native design standards to ensure a seamless user experience across all devices. By sticking to platform-specific design guidelines we enhanced usability for our key segments, ensured consistency and reliability across the app and reducing the learning curve for new users.
Keep me informed
Informative, actionable notifications are critical
The AA relies on different notification models to keep people informed. Push notifications are particularly key for the most urgent information.
By streamlining notifications and focussing on key policy information we can enhance app value, reduce call centre traffic and promote an app-first approach.
Informative, actionable notifications are critical
Research was conducted to refine customer mental models. We developed communication principles to guide future notification strategies and an effective notification system across the AA brand.
Collaboration with Marketing, DevOps, and Customer Support teams is ongoing to ensure consistent and user-friendly communication across all digital channels.
Launch
Keep on top of vehicle management effortlessly
We launched the new designs in October 2021.
Customers can now manage and upgrade multiple policies in-app, and are kept on top of their vehicle policies proactively. They can action renew or purchase new policies, as well as report an emergency stress free knowing they will be informed accordingly.
Measured Success
Everything works as it should now, very happy indeed
With greater visibility of policies and clear in-app purchase journeys, the business saw a 34% increase in cross sell. App engagement is building each month with churn swiftly reducing.
These changes in behaviours are seen in our customers attitudes and perceptions of the app through feedback channels and reviews. Testing continues to validate the success and measure the impact to customer perception.
*Numbers across IOS and Android,
Improvement, CSAT and social channels monitored moving forward