AAA partnered with BCG Digital Ventures to explore how the organization could expand beyond its traditional services and build a modern digital travel ecosystem. While AAA had a strong legacy brand in roadside assistance and travel planning, its digital offerings were fragmented and lacked a cohesive strategy for engaging a new generation of travelers.

The initiative focused on identifying new digital products that could modernize AAA’s portfolio, create new customer value, and position the organization for long-term digital growth.

Working with BCG Digital Ventures, we led the strategy, concept development, and product design for a new generation of AAA digital services.

The project began with a venture portfolio exploration where multiple product concepts were evaluated through consumer testing, market potential analysis, technical feasibility, and brand alignment. Through this process we identified Travel Scout, a road-trip discovery and planning platform, as the strongest opportunity to launch.

Our team conducted user research, developed personas and journey maps, and designed a mobile-first product experience focused on curated travel discovery, route planning, and point-of-interest exploration.

The product connected travel inspiration with practical trip planning tools, helping users discover destinations, build itineraries, and uncover hidden locations across the United States.

We designed the full product experience, including UX architecture, feature design, and interaction flows before developing and launching the MVP on both the Apple App Store and Google Play. Travel Scout became the first step in a broader roadmap for AAA’s future digital travel services.