- Enable the AA sub-brands and businesses to strongly communicate their messages on the shared website without dilution or a battle with the site 'chrome' and generic furniture.
- Take a mobile-led approach to the design and user experience to cater to the fast-growing mobile usage.
Implement a consistent off-page navigation experience which is consistent for both mobile & desktop users. This gave the AA and their businesses the opportunity to communicate their design & message using the full real estate available in a browser window.
The site design won a Best Awards pin; the revised interface has strongly supported the ongoing increase in mobile traffic and has improved conversion. The businesses continue to work with us to leverage the design potential afforded by the approach.