AA UX Improvement

AA UX improvement

AA UX Design Improvement

AA UX improvement was a project we undertook for the digital showcase module. Below is the process we went through to design the improvement.

Current State – AA breakdown cover members using their breakdown app, are mostly waiting hours before they are rescued. Additionally, despite the app claiming you can track your rescue service, this is not so when they use a 3rd party referred garage. There is no ETA provided on the app of when rescue will arrive.

Impact – Consequently, members are cancelling subscriptions to on-board with other service providers claiming they are disgruntled with the service they are receiving, resulting in loss of revenue. The company image is also being tarnished, a reputation built over 100 years, as some of these unpleasant experiences are being reviewed on popular review websites for prospective, and current members to see.

What We Did

We approached this project through a development process with four different phases, as shown below.


Development process


What problem needs solving, for whom, and by when

Discovery & Planning: As part of the scoping stage of the development process, AA’s vision, the background was explored.

UX Research: As part of user research, a survey was carried out to investigate user needs and pains when using the app. It should be noted UX research was initiated at each stage of the design process to ensure the proposed and implemented improvements added actual user value to the product.

UX Strategy: After understanding AA users, we formulated a strategy to produce a user-centric product. This included UX Research methods, which were implemented on each design stage in conformity with user needs.


What’s the solution, how will it be built, what not to do, and using what tools & technology.

UX Analysis: Data and insights from the scoping phase were analyzed at this stage to formulate a problem statement. We also defined which exact solution and product specification should be developed to respond to the problem statement. The tools and technologies used to produce the deliverables that answer the problem statement were identified at this stage. AA brand guidelines were followed to define product specifications.


Using the design specification mapped out in the Define stage, concepts and sketches of the solution are produced using design frameworks decided in the define stage. The solution will be wire framed and prototyped to meet user needs discovered in the scoping stage.


At this last stage, the solution is polished, tested, and perfected before handoff.

Design Frameworks

UX Design Framework

Hemmings Principles of Visual Design: These principles are forces that are used in opposition to one another to create artful use of visual tension. They consist of:

  • Balance
  • Rhythm-
  • Tempo
  • Direction
  • Emphasis
  • Ratio
  • Contrast
  • Juxtaposition
  • Harmony
  • Repetition
  • Unity
  • Variation
  • Function
  • Pattern

Some of these were used following AA Brand Guidelines to produce improvements to the application.

Project Management

6 Elements of the user design framework: To design an improvement for a user experience on the AA breakdown application, the 6 elements of the user experience design framework are to be used for project management. The idea behind this framework is that the next level on the plane cannot be worked on until the level before it has given it direction. In this instance, until it understood what changes the user requires to improve the UX of the AA breakdown app, a user journey cannot be mapped.


The design brief can be downloaded: Here

After scoping and defining the project in the Design Brief, we went into the design phase, this was documented in a digital sketchbook with,

  • Sketches for the product from user research and analysis
  • The design iterations the prototypes in XD

Here is the Sketchbook

Tools Used

  • User Research
  • Data Analysis
  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe XD