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.
As cars became more reliable and younger Australians delayed car ownership, NRMA needed to redefine what membership meant. Traditional roadside assistance alone was no longer enough to stay relevant.
As Product Design Lead at Deloitte Digital, I helped launch NRMA Blue, a new membership model that shifted NRMA from breakdown support to everyday value. Integrated into the MyNRMA app, NRMA Blue brought together fuel discounts, travel perks, entertainment offers, and lifestyle savings in a single, easy-to-use digital experience.
This was more than a rebrand. It was a reinvention of what it means to belong to NRMA.
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.
As cars became more reliable and younger Australians delayed car ownership, NRMA needed to redefine what membership meant. Traditional roadside assistance alone was no longer enough to stay relevant.
As Product Design Lead at Deloitte Digital, I helped launch NRMA Blue, a new membership model that shifted NRMA from breakdown support to everyday value. Integrated into the MyNRMA app, NRMA Blue brought together fuel discounts, travel perks, entertainment offers, and lifestyle savings in a single, easy-to-use digital experience.
This was more than a rebrand. It was a reinvention of what it means to belong to NRMA.
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.
As cars became more reliable and younger Australians delayed car ownership, NRMA needed to redefine what membership meant. Traditional roadside assistance alone was no longer enough to stay relevant.
As Product Design Lead at Deloitte Digital, I helped launch NRMA Blue, a new membership model that shifted NRMA from breakdown support to everyday value. Integrated into the MyNRMA app, NRMA Blue brought together fuel discounts, travel perks, entertainment offers, and lifestyle savings in a single, easy-to-use digital experience.
This was more than a rebrand. It was a reinvention of what it means to belong to NRMA.
Brand
NRMA
Agency
Deloitte Digital
Role
Product Design Lead
Challenge
Making membership relevant in a changing world.
NRMA’s traditional roadside membership was losing relevance. New vehicles often included roadside assistance, and many people were driving less or not at all. At the same time, expectations for digital experiences were rising. The challenge was to reposition NRMA as a brand that delivers real, everyday value, not just help in moments of breakdown. That required reshaping the membership model and redesigning the digital experience to support it.
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
Making membership relevant in a changing world.
NRMA’s traditional roadside membership was losing relevance. New vehicles often included roadside assistance, and many people were driving less or not at all. At the same time, expectations for digital experiences were rising. The challenge was to reposition NRMA as a brand that delivers real, everyday value, not just help in moments of breakdown. That required reshaping the membership model and redesigning the digital experience to support it.
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
Making membership relevant in a changing world.
NRMA’s traditional roadside membership was losing relevance. New vehicles often included roadside assistance, and many people were driving less or not at all. At the same time, expectations for digital experiences were rising. The challenge was to reposition NRMA as a brand that delivers real, everyday value, not just help in moments of breakdown. That required reshaping the membership model and redesigning the digital experience to support it.
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
Designing the full membership experience.
As Product Design Lead, I guided the end-to-end design effort across strategy, UX, and UI. We worked in fast-paced sprints with a lean, cross-functional 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. This allowed us to focus on clarity, usability, and value rather than reinventing visual language.
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
Designing the full membership experience.
As Product Design Lead, I guided the end-to-end design effort across strategy, UX, and UI. We worked in fast-paced sprints with a lean, cross-functional 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. This allowed us to focus on clarity, usability, and value rather than reinventing visual language.
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
Designing the full membership experience.
As Product Design Lead, I guided the end-to-end design effort across strategy, UX, and UI. We worked in fast-paced sprints with a lean, cross-functional 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. This allowed us to focus on clarity, usability, and value rather than reinventing visual language.
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 to understand behaviour, needs, and expectations.
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 to understand behaviour, needs, and expectations.
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 to understand behaviour, needs, and expectations.
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 roadside assistance, but part of a broader ecosystem of everyday value. By bringing rewards, travel tools, and digital convenience into a single experience, we created a platform that delivered utility, discovery, and relevance in members’ daily lives.
EXPERIENCE PRINCIPLES
01
Make the value obvious: Members should see savings, perks, and benefits clearly without digging
02
Reward exploration: Encourage discovery of new offers and categories
03
Feel like one NRMA: Unify rewards, assistance, insurance, and travel into one experience
04
Designed for everyone: Ensure accessibility, clarity, and ease of use across all ages
MEMBER EXPERIENCE
Our goal was to redefine what it means to be an NRMA member. Not just someone with roadside assistance, but part of a broader ecosystem of everyday value. By bringing rewards, travel tools, and digital convenience into a single experience, we created a platform that delivered utility, discovery, and relevance in members’ daily lives.
EXPERIENCE PRINCIPLES
01
Make the value obvious: Members should see savings, perks, and benefits clearly without digging
02
Reward exploration: Encourage discovery of new offers and categories
03
Feel like one NRMA: Unify rewards, assistance, insurance, and travel into one experience
04
Designed for everyone: Ensure accessibility, clarity, and ease of use across all ages
MEMBER EXPERIENCE
Our goal was to redefine what it means to be an NRMA member. Not just someone with roadside assistance, but part of a broader ecosystem of everyday value. By bringing rewards, travel tools, and digital convenience into a single experience, we created a platform that delivered utility, discovery, and relevance in members’ daily lives.
EXPERIENCE PRINCIPLES
01
Make the value obvious: Members should see savings, perks, and benefits clearly without digging
02
Reward exploration: Encourage discovery of new offers and categories
03
Feel like one NRMA: Unify rewards, assistance, insurance, and travel into one experience
04
Designed for everyone: Ensure accessibility, clarity, and ease of use across all ages
THE HUMAN STORY
“I signed up for the movie tickets, but I ended up saving on fuel and my holiday too.”
— NRMA Blue Member
THE HUMAN STORY
“I signed up for the movie tickets, but I ended up saving on fuel and my holiday too.”
— NRMA Blue Member
THE HUMAN STORY
“I signed up for the movie tickets, but I ended up saving on fuel and my holiday too.”
— NRMA Blue Member
REFLECTION
NRMA Blue was not just a product update. It reshaped the relationship between NRMA and its members.
We helped a century-old organisation evolve by focusing on its human purpose. Helping people move, save, and feel secure. By leading with clarity, accessibility, and trust, we delivered a digital experience that genuinely changed what it means to belong to NRMA.
REFLECTION
NRMA Blue was not just a product update. It reshaped the relationship between NRMA and its members.
We helped a century-old organisation evolve by focusing on its human purpose. Helping people move, save, and feel secure. By leading with clarity, accessibility, and trust, we delivered a digital experience that genuinely changed what it means to belong to NRMA.
REFLECTION
NRMA Blue was not just a product update. It reshaped the relationship between NRMA and its members.
We helped a century-old organisation evolve by focusing on its human purpose. Helping people move, save, and feel secure. By leading with clarity, accessibility, and trust, we delivered a digital experience that genuinely 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.
