connected cars

Vixa | AA-X

The AA's innovation arm, AA-X, created Vixa: a connected car platform designed to simplify car ownership and help drivers understand, maintain and protect their vehicles.

I joined ahead of launch as part of a two-person creative team, responsible for shaping the product's voice and customer experience from the ground up.

My role included:

• Defining the tone of voice, value proposition, messaging framework and launch copy.

• Designing and optimising key customer journeys, including sign-up, onboarding and checkout, through iterative testing.

• Writing CRM communications across email, direct mail, push notifications and in-app messaging.

• Partnering with product, design and data teams to create the Year in Review campaign, transforming connected car data into personalised stories and insights.

• Developing editorial content to support both SEO and emerging Answer Engine Optimisation (AEO) strategies.