My NRMA
The NRMA is Australia's leading member-owned organisation. As part of a venture squad, I delivered a completely redesigned mobile experience to redefine its membership program.
Client
The NRMA
Industry
Membership • Layalty
Service
Product Design (end to end)
Design System
Duration
9 months
About
The NRMA, Australia's leading member-owned organization with 2.7 million members, offers a comprehensive range of services from roadside assistance to travel experiences and sustainable initiatives, advocating for a better future for all.
The Challenge
The NRMA sought to redefine its membership program to better align with its evolving identity. The goal was to create a membership experience that reflected the organization's commitment to sustainability, electric vehicles, and supporting local communities.
The Process
Consultation: Conducted in-depth consultations with key stakeholders across multiple business units to identify and define product requirements
Collaborative Ideation: Facilitated diverse internal ideation workshops to foster innovation and collaboration among team members
Digital brand refresh: Undertook a research and discovery process to refresh the NRMA's digital brand and establish a scalable design system for multiple platforms
Design and Development
Iterative UX/UI Design: Collaborated closely with the Head of Product and engineering team to prioritise epics and features. Crafted, tested and delivered documented prototypes
Component library: Developed a comprehensive and accessible design system for Web and App platforms, adhering to WCAG guidelines to ensure inclusivity
Continuous testing: Conducted bi-weekly user testing sessions to gather insights and inform decision-making throughout the design process
The Outcome
Delivered a completely redesigned mobile experience.
100+ customers were involved in co-design, research, and validation sessions
300k NRMA members adopted the new mobile experience within the first month of its launch
Established a robust design system that will serve as a foundation for future Web and App platforms
