An indispensible driving companion

Problem

How can we get Lloyds Bank customers, who are The AA’s biggest business-to-business customer, to use more AA services, through a mobile app?

If we can achieve this, the AA can save money by reducing calls to their call centre.

Solution

This was a pitch, but the AA wanted a written submission, known as a ‘Response for Proposal’ (RFP). The RFP included; the proposed delivery solution, research insights, project timings and estimates.

I was the Creative lead on the project and helped to put together a strategic response for the AA.

Research

Why buy or own a car, when you can use public transport, Uber or car sharing services, especially in urban environments?

The Sharing Economy offers alternatives to owning a car

Why buy or own a car, when you can use public transport, Uber or car sharing services — especially in cities?

Users now expect mobility as a service

Across the transportation industry new players have shifted user expectations. Users no longer only want to just get from A to B, they wants all of their transport needs to be taken care of, in one mobile monthly bill. New services such as Whim, offer just this.

Defining a new proposition

We defined a new app proposition, based on our research and understanding of the current Lloyds Banking app and AA apps. To provide value to the user, the new proposition did not rely on the Lloyds Banking app or the main AA app to work.

Results

Monitise Create won the pitch.

Monitise Create were appointed lead mobile digital agency by the AA.

One of the first things we were asked to do, was to run a workshop with around 35 AA staff. The purpose of the workshop was to introduce the AA to user-centred design techniques. An external perspective really helped them.