The focus was on designing products that would be useful right now and also remain relevant in the long term, reducing friction across the user journey. We connected with customers and staff directly with dedicated user tests and by listening in at call centres. These sessions fed into pre-launch product iterations and allowed us to add ideas to the icebox for future releases. By tuning into customers and stakeholders to understand and forecast their needs, we were able to pair user frictions with business strategy. Future relevancy was baked into the products we worked on from the very beginning.

Understanding a product happens much more immediately when it’s in a stakeholder’s hand, especially when compared to digesting a deck. This meant quick conversations could happen in the corridor, rather than the conference room, generating excitement and anticipation around what could be delivered. To wrap up what we created, we delivered an internal campaign to broadcast the AA’s digital experiences across the wider business, showcasing and elevating the work of the CX team. Because of the interactive and visual approach to our outputs, many were shared between teams and went 'viral’ inside the organisation, gaining visibility at the highest levels of the company for key projects.