The AA’s digital ecosystem was fragmented.

The challenge

14 million customers had to navigate ten separate vehicle services and multiple apps. The result, confusion.

The emotional landscape

Breakdowns created panic, not clarity.

  • Most didn’t know what to do in emergencies

  • When stressed, clarity matters over speed

  • Customers wanted safety and reassurance

  • Disconnected services broke confidence

  • Legacy silos blocked end-to-end resolution

Fragmented services destroyed trust.

  • Competitors lacked end-to-end capability

  • The AA had unmatched potential (vehicles, insurance, garages) but needed clean-slate architecture to unlock it

No one owned the full journey.

What made this possible

We believed, if we gave users early warnings, clear next steps and end-to-end resolution, we could reduce contact rates, rebuild trust, and create space for new upsell opportunities.

  • Immersed in the field - I shadowed drivers, garages, and interviewed 50+ users

  • Mapped stress-points - I analysed call-centre and legacy data

  • Aligned the org - I ran workshops across ops, product and engineering

  • Redesigned journeys - I reframed segments and built real-time, AI driven end-to-end flows

  • Defined product strategy - I partnered with the CPO and secured board approval

One calm voice when it all goes wrong

One app. One solution.

in 12 months we designed and built an AI-driven proactive monitoring system.

Warns in real time before minor issues become serious breakdowns.

Guides users with clear next steps, from triage to booking.

Stays with them through repairs, coordinating recovery and garages.

Builds confidence and trust, turning moments of stress into reassurance.

The impact

I designed AA-X as an end-to-end, intelligent platform, making trust tangible before, during and after every moment that matters on the road.

Increase in garage bookings

27%

43%+

Reduction in recovery calls

18%

Insurance upsell conversion

57%

Overall increase in conversion

My impact

What began as fixing fragmentation became a blueprint for trust in automotive services.

This work showed how design can turn complexity into clarity and panic into trust.

  • I partnered with the CPO to define product strategy

  • I secured board approval and led the design end-to-end

  • I ran all user research and field studies

  • I reframed journeys into AI-driven flows and aligned ops, product and engineering

  • I delivered a design system that guided the MVP.

If your customers need trust where it matters most, I can help you design it.

luke@makeitaconversation.com