Revitalising the mobile service
- initial app store rating (up from 2.5 before)
increase in app
registration, week on week
- 100% increase in app requests for breakdown assistance
The AA had rapidly grown and diversified, drifting away from its original membership purpose: to be a champion of motorists. The experience was starting to feel no different from other breakdown assistance providers.
We set out to put the members back at the heart of the brand. To kick this off, we decided to replace its 60+ mobile apps with a single, unified experience with real value. With this we would increase the number of frequent, positive interactions members had with the brand.
We reviewed existing usage data to identify customers' favourite features and combined them in a single app – the ideal driving companion.
We delivered the new app using a 'iterative' approach – testing it in repeated cycles so we could add new features and improve existing ones with each new version.
Working closely with departments at The AA who had rarely worked together before, we delivered the app in just 8 weeks.