Revitalising the mobile service

  • 30% Increase in traffic
  • 30% Increase in YOY revenue
  • 4.8/5 Rated in the App Store 

The challenge

The AA is one of the UK’s most respected, trusted and recognizable brands – a champion of the British motorist for over 100 years. But the AA’s digital world had suffered from historical under-investment, and a fragmented structure that didn’t reflect their customers’ needs.

AA app created by Rufus Leonard

Our visionary thinking

As part of a bigger body of work to define and implement an extraordinary membership experience (MX) we created a MX blueprint. This showed a holistic view of the entire customer journey and mapped viable solutions for where to improve MX. The first of these began with The AA’s mobile app.

The AA were the third largest publisher of content in the UK, but in the fast paced, always-on world that we live in today, we needed to reduce the noise that was building around the 60+ app estate and condense the mass amount of content produced into one single hero-app.



Our detailed doing

We created one single app that combined the best features, content and navigations from the wider estate into one, that became ‘the ideal driving companion’ and valued by its customers. It was designed well both from a creative and user experience perspective so that it was easy to navigate and members could find the information they needed quickly.

Download on the App Store Download on the App Store


Recognised by

BIMA logo
Drum award logo