Moving from a legacy organisation to a next generation digital business required more than incremental improvements. The challenge was to reimagine the end-to-end experience while operating within the reality of a large, established organisation.
The AA needed to explore new propositions, reduce friction across customer journeys, and align teams around a shared vision, all while maintaining trust with existing members and stakeholders.
We embedded one of our senior designers directly into the AA CX team for eight months, working side by side with internal teams to drive change from within. This allowed us to apply human-centred design and agile ways of working at the front line, rather than operating at arm’s length.
Our work led to the creation of a new digital proposition, Car Home, alongside redesigned UI flows across key journeys. The Car Home concept has since become the foundation of The AA’s long-term strategy, supporting customers throughout their entire driving lifecycle rather than at a single point of failure.
The work also helped The AA win the UXUK award for Report a Breakdown in the category of Best Effect on Business Goals, and left the organisation with a clear icebox of future features to support an evolving roadmap beyond breakdowns.
