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.
Building a design system
I designed and built many foundational components in Figma for the website redesign, working with our engineering team to create shared components and styles for the website.
image: example component documentation in FigmaRedesigning our insurance category pages
I did the UI design to create insurance product category page templates, including a standard header template and product card components. This allowed us to quickly migrate all insurance types into our new design style. Each page was A/B tested as part of it’s release plan, and consistently the redesigned pages performed 5-20% better in converting customers to get a quote.
Image: the motorcycle and scooter insurance page in the new template layoutAdding flexibility for product hierarchy
We then created a series of product card types based on the base styling to add more flexibility to on-page product communication while maintaining some stylistic consistency.
Image: product card base component variantsRenters insurance segment page
Our research showed that students who rent are often unsure about their insurance options.
‘Popular with students’ motivator tickets were introduced to help guide student renters.
A customer spotlight story was introduced to help contextualise renters insurance.
Image: Renters insurance product pageBusiness insurance segment page
Data analytics, as well as quantitative and qualitative testing, showed that most businesses are under-insured. We created product hierarchy for key business category segmentation to suggest the most relevant additional insurance products. The redesigned product pages and uplifted quote and buy flow resulted in a 30% increase in quote completes, and increased the average number of purchased insurance products per business customer by nearly one.
Image: business insurance products pageExpress payments
Our CTP insurance renewal page had a very high bounce rate. Research and usability testing showed that customers were unable to complete the information required to pay for their policy. Many were stuck on the first question, not sure where to find their policy number.
I worked to improve page hierarchy, reduce cognitive load by prioritising available actions, and create an infographic to help customers locate their policy numbers.
We released with an A/B test that demonstrated a 9.55% increase in payment conversions.
Image: redesigned CTP express payment pageAppointment Booking
The rules during COVID-19 lockdowns required many customers who relied on walking into a branch to discuss their insurance in person to book an appointment. Some areas had high numbers of customers who speak English as a second language and would now need to book appointments online. Some would also need to attend the appointment online. We created a new appointment booking flow with a legacy booking system and technology constraints. I worked on the UX and UI for this project, with support from external team members.
Image: the new booking flow detailing various states depending on location rules and availability of agents speaking the required languages.We created alerts and information escape hatches to guide customers through their various options and help them understand in advance how their options may be limited due to their preferences.
Image: example screens from the booking flow on desktop layoutCreating a digital brand style guide for all NRMA products
To increase brand consistency across our digital touchpoints we identified the need for a digital brand style guide to supplement our existing guidelines. I led the business case and foundational pages and style documentation for this project.
Image: example pages from the digital style guide