the brief

Since we launched the AA Driving School site in 2004, their business, their competitors and the way people act online have all changed enormously.

Our 2007 brief was to create a new driving school site which uses all the AA brand strengths to set them apart from other driving schools and help them realise the potential of a sophisticated CMS allowing pupils to book and pay for lessons and instructors to manage their diaries online.

our solution

A user centred approach gave us valuable insight into the motivations of learners and instructors. We tested a whole range of creative treatments, from the corporate AA look to a hard-edged youth oriented approach. That testing culminated in a radical new online identity where a group of illustrated characters reflect the process of learning to drive.

Results

• The site has yet to go live, but in testing was loved by users of all ages
• Driving School and AA.com delighted with new approach

If you like this, look at our UCAS work