The AA - Responsive Website
The AA is the largest seller of breakdown cover in the UK. Since 2014 The AA is a constituent of the FTSE 250 Index.
I worked as part of a large team to deliver a redesign of theaa.com. In particular, I worked on the redesign of The AA's homepage and search experience as well as component design.
I also worked with the client and development team in order to design personalisation into the content of the homepage.
After the launch of the new site, The AA's sales have gone up by 25%, a significant amount of which was attributed by our client to the website redesign.
My roles included:
- Mapping CMS (Sitecore) personalisation tools to the AA personas in order to design a personalised experience
- Designing mobile first responsive website across three breakpoints
- Working as part of a large UX and design team
- Working in an agile method
- Creating detailed functional specification documents for components and templates for off site developers
- Visit theaa.com
Homepage personalisation content based on personas
Due to the personalisation capabilities of the Sitecore CMS I was given the brief to consider the content for the homepage and how it could adapt to the user. A natural next step was to map the personas to these capabilities.
Simultaneously, it became apparent from looking at the Google Analytics that the content targeted towards inexperienced customers would perform best on the homepage. I then established a short brief for the web publishers to create content based on the personas and the capabilities of Sitecore.
Homepage wireframe
Homepage mobile design
We took a truly mobile first approach to the project, designing, prioritising and reviewing mobile designs before tablet and desktop.
Homepage desktop design
Search data insights
The data for how users were currently searching on the site helped influence the content of the primary navigation as well as the search experience.
Search results wireframe
The AA selected to use Google's custom search service. Having read Google's documentation on how to customise the service I was aware of how to design around the limitations and benefits of this service. For example we could include Google's favourable star ratings of The AA's products.
