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 as half of a two-person creative team, responsible for shaping Vixa’s voice and customer experience from the ground up.

My role included:

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

• Concepting, writing, 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, to transform connected car data into personalised stories and insights.

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