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Creating confidence for drivers, now and for the future

Designing an easy-to-use renewal journey which supports millions of drivers across the UK renewing their breakdown cover digitally. 


UX/UI designer


January - February 2023

(2 months)


Figma, Miro, Teams


•  Content designer

2x Testers

• 2x Developers 

• Product owner

• User researcher

• Scrum master


The AA is best known for its breakdown assistance service, which provides roadside assistance to members who have broken down while driving. In addition to breakdown assistance, the AA also offers a range of other services, including car insurance, travel insurance, route planning, vehicle inspections, and vehicle repair and maintenance.

In this project, I optimised the user experience and improved the conversion of the renewal journey solving key user and business needs.

The problem

In short, the breakdown cover renewal  journey was under performing only converting at 25%. The journey had significant usability issues hindering the user experience.

The goal

The goal was to increase the breakdown cover conversion journey (50%) by providing a better, more engaging and seamless customer experience. An easy-to-use Breakdown Journey available to customers trying to renew their Breakdown cover digitally. 

My role

I'm the product designer for this project. I was responsible for the production of ideas and concepts by creating engaging digital user experiences and delivering against key user needs and business goals. I collaborated with the content designer, testers, developers, product owner, user researcher and scrum master throughout this project.


I spent time in the beginning, speaking with BA's and PO's to boost my knowledge of the business and the industry. In addition, I set up a kick-off session with the stakeholders to get to know them briefly and also for them to outline their measure of success and goal for the renewal journey. This session was valuable because it gave me expert knowledge in different areas and created an environment for them to communicate. Moreover, I did research into users’ mental models at renewal along with their needs, expectations and pain points to optimise the overall AA renewals experience.

Shortly after I did an end-to-end evaluation of the  journey. Using Google Analytics I discovered which pages weren't performing the best referring to the completion rate as a key metric.

Completion rates of pages in the renewal journey (Google analytics)

Prioritizing the problem

Existing research highlighted the problems on each page. I spent time understanding existing insights and socialised those, then synthesised them with the team to align on the most valuable problems to solve.

Problems identified by page

As a squad, we used the Cynefin Framework to prioritise the problems and understand the complexity needed to solve them. The Cynefin framework is a problem-solving tool that helps you put situations into five "domains" defined by cause-and-effect relationships. The approach was to tackle the problem that would result in the most value for the user and the business. The problem with the most dots is prioritised and carried into the sketch phrase.

Cynefin framework
Value matrix



Members aren't ready to commit to the "checklist" on the Policy Page as they need a clear understanding of their policy details before doing so, so would exit the funnel.

Order of the journey

Information shown on the cover details page is needed earlier in the journey along with more detail about the policy.

This information is what customers expect to see at the start of the journey. Seeing it would give them confidence to continue with a digital renewal.

Cover options aren't clear

 Customers would abandon the digital funnel so they can validate what they mean either by phone or online.

Top problem - Members aren't ready to commit to the "checklist" on the Ready to renew Page as they need a clear understanding of their policy details before doing so, so would exit the funnel. 

Checklist on the ready to renew page.jpg

Problem statement

Problem statement.jpg

Ways of communication

Ways of communicating were set up upfront with an update weekly with the team leads. It was important to keep those in the loop regularly informed. Being transparent about the design decisions being made and involving stakeholders in the decision-making process as much as possible helped build trust and alignment among all parties.

Sketching ideas

We have prioritised the main problem, the next step was to come up with ideas. Crazy 8’s is a fast sketching exercise that challenges people to sketch eight distinct ideas in eight minutes. I lead the workshop to drive alignment, clarity and shared understanding. The team came up with 8 unique sketches focusing on the prioritised problem. The purpose of this session is to ideate initial solutions to the user problem resulting in users completing the ready-to-renew page. We went into a dot vote. The problem with the most dots is sketched and carried into Figma. 



Understanding legal requirements

We spoke with compliance to understand the bits of the current design we can change from a legal perspective. It was good to know we could remove the checklist completely and create content that will better the user and increase conversion. The content was edited to deepen customer engagement and reduce confusion.

Early designs

In part of each iteration, I attempted to surface the customer policy details. Being as creative as possible I experimented with the best way to display policy details on the page considering technical limitations and simplicity.

Early designs .jpg

Testing design changes

To validate our designs we conducted unmoderated user testing. We've tested the prototype with 5 participants all being existing AA breakdown cover members. Our driving force was always the voice of the customer and using their insight to build better, more usable experiences

User testing.jpg

Team objective: Increase overall conversion in the digital renewal journey for breakdown cover

Project objective: Redesign the ‘Ready to renew’ page in the journey to give customers confidence in the proceeding, due to having enough information and removing friction caused by the current checklist. The desired outcome is to increase step conversion by 5%, and therefore overall conversion.​

Key 3 findings learned from user testing

1 / Clear understanding of assumptive content

The assumptive compliance copy doesn't cause users to hesitate in proceeding with the renewal journey​.

2 / Descriptive CTA labels

Most users aren't confident to proceed without the price. "There's no price, it's sort of the unknown for me... that would stop me."

3 / Snappy policy details

Some participants felt the policy details were not overwhelming and found it useful " It's perfect... you want a snappy picture of what's included."

Final Designs

The new ready to renew page

The new design solves the problem compellingly providing clarity and assurance so that the user feels confident proceeding down the journey.

Ready to Renew Before and After Page2 (1).jpg


During the design process, I ensured that accessibility guidelines were continuously considered and kept in mind. I used the Colour Contrast Checker Figma add-on to ensure accessibility guidelines were met. My main goal was to meet WCAG 2.1 AA guidelines and strive for AAA wherever possible.

In addition, I practised using a voice-over on the journey to make sure the headings and text were read out correctly and also in order. 

Working with my content designer we removed the text 'RENEWAL ONLINE' as this was repeated across several different pages and doesn't successfully communicate to the user what step of the journey they are on. As a result, we created new page titles (newH) focusing on it being clear and concise.

New_Mobile_Ready to renew page.jpg

What we learned

The development team took a month to prioritise this in their backlog. This led to a delay in development. Going forward we will inform the platform team in advance of their involvement.

TheAA announced Publicis Sapient will be our new technology company. This led to a transition between the old and the new. Onboarding new members to the team and knowledge sharing took time.


Due to a delay in development design hasn't gone live yet. Coming soon.

Future steps

We are taking an iterative approach meaning we constantly making improvements to the user experience based on user feedback.

Thank you for reading through! Hope you enjoyed learning about my design process.

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