Catherine Wee

AA Singapore

The Automobile Association of Singapore (AAS) is a renowned organization that provides a wide range of services to motorists and promotes road safety in Singapore.


I collaborated with UI/UX designers (Asilah, Izi) and Chief Experience Officer (Natalie)


Mobile App & Ecommerce Website – Skubbs Company


2021 – 2022


Enhance usability and accessibility

Improve the overall user experience of AAS digital platforms, including the website and mobile app. Enhance usability and accessibility for different user segments, including members, non-members, and potential customers.


The project faced several challenges

AAS offers a diverse range of services, and organizing the information in a clear and intuitive manner was crucial to avoid overwhelming users. With the increasing usage of mobile devices, it was important to ensure that the redesigned UI/UX would provide a seamless experience across different screen sizes and resolutions. AAS needed to comply with accessibility guidelines to ensure that their digital platforms were usable by people with disabilities, considering factors like color contrast, font sizes, and screen reader compatibility.

What I Have Learned💕

To overcome the challenges

The information architecture was redesigned to categorize services and information into logical sections, ensuring ease of navigation and findability. User flows and wireframes were created to visualize the new structure.

The UI/UX was designed with a mobile-first approach, ensuring optimal user experience across devices. Responsive design techniques, such as flexible grids, scalable images, and adaptive layouts, were employed.