Reimagining AA Ireland’s Digital Experience

AA Ireland is one of Ireland’s leading insurance providers, offering AA Membership, Car, Home and Travel Insurance.

They wanted to make theaa.ie the first port of call for customers throughout their lifecycle. To do this they needed to deliver a better experience online and increase lead generation for their portfolio of insurance products.

WONDR was tasked with reimagining AA Ireland’s digital-experience, to design their new website, creating a seamless customer journey. The mission was to implement tangible improvements at the heart of every page and journey.

WONDR worked closely with the AA Ireland’s Digital Team to put a plan in place to deliver tangible results via an enhanced user experience. The approach needed to be cost effective while delivering a website that would efficiently scale with AA Ireland’s growing range of products in the years to come.

From initial concept designs through to launch in May 2022, the project took 5 months to execute.

Designing specifically for Irish insurance customers was at the heart of the outcome from the workshops. We knew the AA Ireland website needed to live true to the brand ethos of ‘yellow and black, we’ve got your back’. And at all points in the digital experience, the user journey should be focused on the customer.

We needed to ensure that whether their customers were digital natives or novices, the website met the needs of everyone.