RAC

UX/UI eCOMMERCE

Agency
McCormack & Morrison

Role
UX/UI and Lead Design

Overview

This project involved the redesign of the RAC website, from early concept work through to the design of all core page templates.

The site needed to support a wide range of services including breakdown cover, insurance and member benefits, while remaining clear, trustworthy and usable for a broad audience.

2012-2014

Research and insights

Research was carried out with the RAC data team, using customer data to define key personas such as everyday motorists, commuters, families and long standing members. This was supported by analytics review and common UX activities at the time, including content audits and journey mapping.

Wireframes and an Axure-based prototype of the buying journey were tested with users to validate structure, flow and key decision points before moving into full design.

Design work

I led the design from initial concepts through to full page templates. Wireframes and prototypes were used to validate decisions early, with visual design applied once the foundations were agreed. The final design balanced usability with a strong, recognisable brand presence, ensuring the site felt authoritative but simple to use.