Project Lead, UX designer
Daniel Marson, Lewis Boodt, Kieran Weilers, Yaw Danko
2 weeks
Big Radical, formerly known as Monitise Create, partnered with AA GB under a retainer model. We proactively addressed issues with their inconsistent and difficult-to-use mobile app. We aimed to improve the app experience for iOS and Android.
I led the project, facilitated the kickoff, managed project timelines, prepared testing sessions, designed the UX, and delivered the solution.
Decrease in number of calls
Increase in app booking rates
We conducted a UX/UI audit, identifying key issues in the app, primarily focused on route planning, member benefits, and breakdown reporting. These were prioritized, and four areas were targeted for quick wins:
Long, confusing flow with unclear information, like where to find the 16-digit member number.
Users with third-party cover often thought they were AA members and received no feedback when entering incorrect info.
The floating “i-button” was misunderstood as irrelevant, hiding useful map features like traffic and parking filters.
The process was lengthy, leading users to call instead. The interface was confusing, particularly around “broken down location.”
Secure validation, clear steps, and benefits of registering should be shown.
Differentiate third-party cover users, and offer clear feedback for next steps.
Clarify the button’s function, make features inside more intuitive, and reduce steps.
Simplify the process, highlight benefits, and provide clear visual hierarchy.
Initial draft of the requirements from the workshop
We set up a dedicated space to brainstorm each app section, focusing on feasibility and user experience quality. Initial wireframes were created, reviewed with the client, and refined based on usability testing. The testing helped assess how well users navigated the new features and signposting.
Registration flow
A/B testing the and prob materials
Testing the wireframes with expert user
Gathering feedback after the Testing
Enhanced signposting in the registration flow to reduce confusion, especially for third-party users.
Streamlined options, improving the percentage of users successfully reporting breakdowns via the app.
Made map features visible and easier to access by decluttering the interface.
Report Breakdown