NRMA
BLUE
NRMA
BLUE
NRMA
BLUE
Overview
Transforming Australia’s most trusted roadside brand into a lifestyle membership worth joining—even if you don’t drive.
With car reliability on the rise and fewer people relying on traditional roadside assistance, NRMA needed to redefine what membership meant. As Product Design Lead at Deloitte Digital, I helped launch NRMA Blue—a new membership model that shifted the brand from breakdowns to everyday value.
Integrated into the MyNRMA app, NRMA Blue brought together fuel discounts, travel perks, entertainment offers, and lifestyle savings—all in a single, easy-to-use digital experience. It was more than a rebrand. It was a reinvention.
Brand
NRMA
Agency
Deloitte Digital
Role
Product Design Lead
Overview
Transforming Australia’s most trusted roadside brand into a lifestyle membership worth joining—even if you don’t drive.
With car reliability on the rise and fewer people relying on traditional roadside assistance, NRMA needed to redefine what membership meant. As Product Design Lead at Deloitte Digital, I helped launch NRMA Blue—a new membership model that shifted the brand from breakdowns to everyday value.
Integrated into the MyNRMA app, NRMA Blue brought together fuel discounts, travel perks, entertainment offers, and lifestyle savings—all in a single, easy-to-use digital experience. It was more than a rebrand. It was a reinvention.
Brand
NRMA
Agency
Deloitte Digital
Role
Product Design Lead
Overview
Transforming Australia’s most trusted roadside brand into a lifestyle membership worth joining—even if you don’t drive.
With car reliability on the rise and fewer people relying on traditional roadside assistance, NRMA needed to redefine what membership meant. As Product Design Lead at Deloitte Digital, I helped launch NRMA Blue—a new membership model that shifted the brand from breakdowns to everyday value.
Integrated into the MyNRMA app, NRMA Blue brought together fuel discounts, travel perks, entertainment offers, and lifestyle savings—all in a single, easy-to-use digital experience. It was more than a rebrand. It was a reinvention.
Brand
NRMA
Agency
Deloitte Digital
Role
Product Design Lead
Challenge
NRMA’s traditional roadside membership was losing relevance.
New vehicles came with their own roadside plans, and younger Australians were delaying car ownership altogether. NRMA needed a compelling reason for people to stay members—or join for the first time. Our challenge was to reposition NRMA as a brand that offers real, everyday value—not just help when your car breaks down. That meant reshaping its membership model and rethinking the digital experience.
We set out to transform
Roadside-focused membership
Everyday lifestyle value
One-size-fits-all service
Tiered membership & benefits
Print, mail & phone support
Digital-first app experience
Challenge
NRMA’s traditional roadside membership was losing relevance.
New vehicles came with their own roadside plans, and younger Australians were delaying car ownership altogether. NRMA needed a compelling reason for people to stay members—or join for the first time. Our challenge was to reposition NRMA as a brand that offers real, everyday value—not just help when your car breaks down. That meant reshaping its membership model and rethinking the digital experience.
We set out to transform
Roadside-focused membership
Everyday lifestyle value
One-size-fits-all service
Tiered membership & benefits
Print, mail & phone support
Digital-first app experience
Challenge
NRMA’s traditional roadside membership was losing relevance.
New vehicles came with their own roadside plans, and younger Australians were delaying car ownership altogether. NRMA needed a compelling reason for people to stay members—or join for the first time. Our challenge was to reposition NRMA as a brand that offers real, everyday value—not just help when your car breaks down. That meant reshaping its membership model and rethinking the digital experience.
We set out to transform
Roadside-focused membership
Everyday lifestyle value
One-size-fits-all service
Tiered membership & benefits
Print, mail & phone support
Digital-first app experience
Onboarding
Onboarding
Onboarding
Process
As Product Design Lead, I was responsible for guiding the end-to-end design effort across strategy, UX, and UI. We worked in fast-paced sprints with a lean team of designers, engineers, product owners, and strategists across Deloitte Digital, Thoughtworks, and NRMA. The NRMA Blue brand identity, developed by Houston Group, provided a strong foundation that aligned closely with the experience we were designing.
Deliverables
01
Scope & Prioritisation
02
Journey mapping
03
End-to-end UX flows
04
Prototyping & validation
05
UI design for iOS & Android
06
NRMA Blue design system
Process
As Product Design Lead, I was responsible for guiding the end-to-end design effort across strategy, UX, and UI. We worked in fast-paced sprints with a lean team of designers, engineers, product owners, and strategists across Deloitte Digital, Thoughtworks, and NRMA. The NRMA Blue brand identity, developed by Houston Group, provided a strong foundation that aligned closely with the experience we were designing.
Deliverables
01
Scope & Prioritisation
02
Journey mapping
03
End-to-end UX flows
04
Prototyping & validation
05
UI design for iOS & Android
06
NRMA Blue design system
Process
As Product Design Lead, I was responsible for guiding the end-to-end design effort across strategy, UX, and UI. We worked in fast-paced sprints with a lean team of designers, engineers, product owners, and strategists across Deloitte Digital, Thoughtworks, and NRMA. The NRMA Blue brand identity, developed by Houston Group, provided a strong foundation that aligned closely with the experience we were designing.
Deliverables
01
Scope & Prioritisation
02
Journey mapping
03
End-to-end UX flows
04
Prototyping & validation
05
UI design for iOS & Android
06
NRMA Blue design system
User testing & insights
We ran moderated usability sessions with 52 NRMA customers across key stages of the design process.
What We Learned
Members weren’t aware of all the membership benefits
Users found the app useful but overwhelming in parts
Members wanted savings they could use frequently
Many relied on the app during travel or outings
Older members were more tech-savvy than expected
Value of membership wasn’t always clear
How we responded
Surfaced key offers upfront and throughout the app
Simplified navigation with clearer content grouping
Prioritised high-value offers on the home screen
Built-in travel guides and nearby offers
Improved accessibility, contrast, and tap targets
Included savings summaries and custom benefits
User testing & insights
We ran moderated usability sessions with 52 NRMA customers across key stages of the design process.
What We Learned
Members weren’t aware of all the membership benefits
Users found the app useful but overwhelming in parts
Members wanted savings they could use frequently
Many relied on the app during travel or outings
Older members were more tech-savvy than expected
Value of membership wasn’t always clear
How we responded
Surfaced key offers upfront and throughout the app
Simplified navigation with clearer content grouping
Prioritised high-value offers on the home screen
Built-in travel guides and nearby offers
Improved accessibility, contrast, and tap targets
Included savings summaries and custom benefits
User testing & insights
We ran moderated usability sessions with 52 NRMA customers across key stages of the design process.
What We Learned
Members weren’t aware of all the membership benefits
Users found the app useful but overwhelming in parts
Members wanted savings they could use frequently
Many relied on the app during travel or outings
Older members were more tech-savvy than expected
Value of membership wasn’t always clear
How we responded
Surfaced key offers upfront and throughout the app
Simplified navigation with clearer content grouping
Prioritised high-value offers on the home screen
Built-in travel guides and nearby offers
Improved accessibility, contrast, and tap targets
Included savings summaries and custom benefits
MEMBER EXPERIENCE
Our goal was to redefine what it means to be an NRMA member—not just someone with access to roadside assistance, but part of a broader ecosystem of everyday value. By integrating rewards, travel tools, and digital convenience into a single experience, we created a platform that offered utility, discovery, and relevance in members' daily lives.
EXPERIENCE PRINCIPLES
01
Make the value obvious: Users should see their savings, perks, and benefits clearly—without digging.
02
Reward exploration: Encourage members to discover and engage with new offers and categories.
03
Feel like one NRMA: Create a unified experience that seamlessly blends rewards, assistance, insurance, and travel.
04
Designed for everyone: Ensure accessibility, clarity, and ease-of-use across all age groups and digital comfort levels.
MEMBER EXPERIENCE
Our goal was to redefine what it means to be an NRMA member—not just someone with access to roadside assistance, but part of a broader ecosystem of everyday value. By integrating rewards, travel tools, and digital convenience into a single experience, we created a platform that offered utility, discovery, and relevance in members' daily lives.
EXPERIENCE PRINCIPLES
01
Make the value obvious: Users should see their savings, perks, and benefits clearly—without digging.
02
Reward exploration: Encourage members to discover and engage with new offers and categories.
03
Feel like one NRMA: Create a unified experience that seamlessly blends rewards, assistance, insurance, and travel.
04
Designed for everyone: Ensure accessibility, clarity, and ease-of-use across all age groups and digital comfort levels.
MEMBER EXPERIENCE
Our goal was to redefine what it means to be an NRMA member—not just someone with access to roadside assistance, but part of a broader ecosystem of everyday value. By integrating rewards, travel tools, and digital convenience into a single experience, we created a platform that offered utility, discovery, and relevance in members' daily lives.
EXPERIENCE PRINCIPLES
01
Make the value obvious: Users should see their savings, perks, and benefits clearly—without digging.
02
Reward exploration: Encourage members to discover and engage with new offers and categories.
03
Feel like one NRMA: Create a unified experience that seamlessly blends rewards, assistance, insurance, and travel.
04
Designed for everyone: Ensure accessibility, clarity, and ease-of-use across all age groups and digital comfort levels.
THE HUMAN STORY
"I signed up for the movie tickets, but I ended up saving on my fuel and holiday too."
— NRMA Blue Member
THE HUMAN STORY
"I signed up for the movie tickets, but I ended up saving on my fuel and holiday too."
— NRMA Blue Member
THE HUMAN STORY
"I signed up for the movie tickets, but I ended up saving on my fuel and holiday too."
— NRMA Blue Member
REFLECTION
NRMA Blue wasn’t just a product update—it reshaped the relationship between NRMA and its members.
We helped a 100-year-old organisation evolve by focusing on its human purpose: helping people move, save, and feel secure. By leading with clarity, accessibility, and trust, we launched a new digital product that truly changed what it means to “belong” to NRMA.
REFLECTION
NRMA Blue wasn’t just a product update—it reshaped the relationship between NRMA and its members.
We helped a 100-year-old organisation evolve by focusing on its human purpose: helping people move, save, and feel secure. By leading with clarity, accessibility, and trust, we launched a new digital product that truly changed what it means to “belong” to NRMA.
REFLECTION
NRMA Blue wasn’t just a product update—it reshaped the relationship between NRMA and its members.
We helped a 100-year-old organisation evolve by focusing on its human purpose: helping people move, save, and feel secure. By leading with clarity, accessibility, and trust, we launched a new digital product that truly changed what it means to “belong” to NRMA.
results
1.5M+
New members joined NRMA Blue in its first year.
1M+
App downloads, with over 425,000 monthly active users.
43%
Increase in in-app engagement during the launch month.
$800
Average annual savings for active Blue members.
4.6
App Store rating from thousands of iPhone users.
4.3
Google Play rating from thousands of Android users.
results
1.5M+
New members joined NRMA Blue in its first year.
1M+
App downloads, with over 425,000 monthly active users.
43%
Increase in in-app engagement during the launch month.
$800
Average annual savings for active Blue members.
4.6
App Store rating from thousands of iPhone users.
4.3
Google Play rating from thousands of Android users.
results
1.5M+
New members joined NRMA Blue in its first year.
1M+
App downloads, with over 425,000 monthly active users.
43%
Increase in in-app engagement during the launch month.
$800
Average annual savings for active Blue members.
4.6
App Store rating from thousands of iPhone users.
4.3
Google Play rating from thousands of Android users.
