The AA online customer contact UX

content design | copywriting | customer experience | ux copy
Redevelopment of online information to make it easier for customers to find and understand key contact options.

Joe, from the start, showcased his deep knowledge and passion for all things content. His copywriting showed creative flair and Joe also thought about the science of content. He used his knowledge of SEO, UX and analytics to produce digital journeys that worked hard for customers. Joe is an asset to any content team, I would hire him again in a heartbeat.

— Helen Andreou

Head of Customer Experience, The AA


The existing customer help section had yet to be migrated into the new website’s design patterns and components.

This also presented an opportunity to improve the quality and usability of existing content, whose wordy and static nature made it difficult for users to quickly scan and navigate to the contact information they needed.

With longer-term automated solutions such as chatbots in mind, the organisation wanted to begin moving toward a more dynamic and structured approach to responding to common customer queries online.



We worked closely with the customer contact centre to review all existing contact information.

This helped us to identify critical user need gaps and opportunities in existing contact information coverage.

From there, we began mapping out a new ‘stepped’ user journey, whereby contact options were grouped into customer-centric topics and sub-topics that correlated with the most common contact centre questions.

A mix of relevant contact details and supporting content from elsewhere on the website was compiled together into a set of content assets that would act as interactive responses to each line of customer enquiry.

A spreadsheet was born.


Planning and collaboration of content production and page build, courtesy of a Trello board.



Customer-centred groupings of top questions and support topics provided a far more intuitive and interactive journey through relevant contact options and information.




Interested in working together?

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