The AA smartphone app

brand voice | copywriting | product copy | ux copy | ux design
UX worsmithery in support of a better app user journey and tighter product marketing messaging.


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

Helen Andreou, The AA


Early iterations of The AA smartphone app had been well received. But it needed a dedicated UX and marketing copy resource to:

  • get product proposition and benefits messaging up to scratch and on song
  • achieve closer alignment between the app’s interface copy and the company’s new brand tone and voice
  • improve overall clarity and usability of critical app journey touchpoints—such as quickly reporting a breakdown (quite important in, you know, an emergency).

That’s where I came in.


First, I gave the end-to-end app journey a once over, producing an initial set of copy and UX considerations.







Then, we rolled all those recommendations up into app release sprints, using one of the most elegant UX design tools there is… a big ol’ spreadsheet.



I also weighed up the existing app product page on the main corporate website.


And wireframed out some ideas on how to zhuzh it up.



Plus, App Store copy. Because: important.



Better messaging and promotion of app.



Better app user experience.



Marked improvement in app store ratings and reviews, from average star rating of just over 3.0, to over 4.0 in less than a year—standing at 4.8 today.


Interested in working together?

Contact me

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