NRMA website redesign
Continuous improvement of the NRMA retail website experience and implementation of brand redesign
NRMA Insurance is one of Australia’s largest general insurers, specialising in motor and home.
Challenge
How might we ensure everyone visiting the NRMA retail website feels the brand promise of ‘help is who we are’.
Objectives
Implement the updated brand styling to the digital environment.
Simplify website interactions.
Increase information transparency.
Create consistency across the website experience and collaborate to align the brand customer journey across touchpoints.
Deliver on NRMA’s brand promise of ‘help is who we are’.
My role
Senior UI Designer
Duration
2020 – 2022, 18 months
Team
I was part of the central delivery team working in an agile framework with a UX designer, content producers, copywriters and developers.
Managing multiple initiatives and priorities
I had dedicated time towards ad-hoc UX/UI design and updates as required, while leading longer term initiatives towards developing the NRMA digital brand style guide and retail design system. I also contributed patterns and styles to IAG’s global design system Chroma, and mentored more junior designers.
Outcomes
Digital brand style guide
Creation of the business case for a digital brand style guide team and leading the definition and publication of foundation styles. This has evolved into an ongoing piece of work.
UI component library in Figma
Defined global design styles, components and patterns, simplifying developer and producer workflow and improving consistency, while adding meaningful use of design variance.
Re-designed page templates
Updated page templates for key business pages including product categories and payments pages. The redesigned CTP payments page resulted in a 9.2% uplift in payment completes.
Pattern efficiencies
Clear patterns and component documentation to utilise content producers for common templates, like product pages, while maintaining design consistency.
AA accessibility
All updated designs meet AA accessibility standards in the UI and we work with developers to constantly improve accessibility across the site.
UX/UI continuous improvement
Updated ad-hoc pages and flows across the NRMA website including appointment booking, finding your nearest branch and product segment pages. Often these pages rely on legacy technology and inflexible systems making progress incremental.