Rufus Leonard London

ABOUT

The AA published over 60 mobile applications to cover the wide range of products and services that they offer. Across the board they suffered from low engagement levels, and a severe lack of repeat usage.

They invited Rufus Leonard to look into how they could improve the customer experience and maximise the investment already made.

We reviewed the existing usage data and identified the features and utilities that customers found most useful and created a new ‘hero’ app, which combined the most valued into one making it the ideal driving companion.

This was all delivered using an iterative delivery methodology, with co-located teams between Rufus Leonard and the AA, in just 8-weeks end to end.

The app surpassed all expectations resulting in over a 100% increase in users reporting breakdowns through the app, doubled their registrations, and rating and rankings also saw a massive surge at launch. One area of success in particular was the fuel price data, which saw visits increase by 113%.

The great results were complimented by an independent award accolade when Autoexpress selected it as Recommended Motoring App in February 2015.

MADEIT CREDITS

Project featured: on 23rd April 2015 Contributor:

Rufus Leonard has been a Contributor since 22nd January 2020.

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Driving effective change at pace

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