
The AA
Website and app
MY ROLE
UI
AREAS COVERED
Mortages, Insurance, Route Planner, Hospitality and Driving School
AWARD
Winner of UK Sitecore Ultimate Experience
Driving Digital Transformation for The AA
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Challenge
The AA embarked on a digital transformation programme lead by Rufus Leonard agency to boost demand for products, enhance customer experiences, and extend brand reach with a refreshed, customer-focused approach.
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Solution
As part of the design team, I contributed to:
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Creating car and home insurance page templates and bespoke components.
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Designing the AA’s iOS and Android apps for breakdown service requests.
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Enhancing usability for the traffic news and route planning browser app.
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Leading the redesign of the hospitality pages, aligning with new brand guidelines to deliver an engaging and modern aesthetic.
Results
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The rebranded website won the UK Sitecore Ultimate Experience Award.
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Achieved a 24% increase in online traffic and a 15% boost in revenue.
This project demonstrated my ability to design impactful, user-centred solutions that drive measurable business success and elevate brand presence.




