PROJECT
App UI/UX design, iOS and Android
CLIENT
NRMA 2017
CONTEXT
Previous to the engagement, NRMA was struggling to improve engagement and use of current member benefits. Deloitte Digital was engaged help design a new member value proposition that would increase acquisition and retention through better rewarding members for their engagement and behaviour.
Using a customer first approach, Deloitte assisted the client to design and prototype a new multi-tier membership product. As part of the first release, a multidisciplinary team conducted detailed design of a mobile app experience - myNRMA. This involved developing UX and Creative designs, conducting user testing, defining content considerations, and working across multiple stakeholder groups to ensure it aligned with business requirements and was launch ready.
OUTCOME
The new member value proposition is forecasted to deliver $40 million in profit, through increased customer acquisition, cross-sell and upsell opportunities, as well as data monetisation opportunities; making it highly desirable with existing customers, and provides a platform for growth through attracting younger segments.
The clickable app prototype, and detailed creative and motion assets delivered, brought the new proposition and corporate positioning to life.
CORE TEAM
Deloitte Digital
Design: Minh Bui, Vaughan Moffit,
Experience design: Tristan Irvine, Celeste Pham, Cecilia Hill
Motion: Matthew Nguyen, Tom Ewarts
Development: Thoughtworks
Branding: Houston