Digital strategy for The AA & innovation roadmap

Established in 1905, the AA is a motoring institution and the UK's number one breakdown service provider. When we were approached, the AA were struggling with their UX practice, affecting their ability to provide a consistent digital experience and adapt to an evolving market. Additionally, the organisation recognised the need to move beyond its traditional breakdown services and envision a future beyond its core products and services.

Transforming a legacy organisation and moving beyond breakdowns meant re-imagining the entire digital experience from end-to-end.  

To do this, we needed to immerse ourselves within the AA, partnering with teams across the entire business, from front line response, to the call centre team and key stakeholders.

The goal was to embed ourselves into the AA CX team for eight months, mapping out the full customer and service experience to understand how and where to add expertise as well as innovation.

The capability building and core service  augmentation was aimed at improving the front line CX for breakdowns, implementing design best practice across the organisation, as well as developing new initiatives and functionality for its customers.  

Aside from this we were also responsible for helping the AA forge new brand partnerships, offering its services alongside automotive manufacturers. Lastly, our work needed to map out, scope and prototype a future-facing innovation strategy for how the AA could evolve and grow as the service of trust for its customers.