Transforming User Experience: RAC and Telstra Purple's Collaborative Digital Journey

The opportunity

Striving to continuously improve its user experience, the Royal Automobile Club of Western Australia (RAC) decided to digitise a range of its products and services including insurance, travel services and finance. This led to their engagement with Telstra Purple, Australia's largest technology services business, to help scale up the RAC Experience Design team.

The key objective was to work together, create and deliver an industry first, online self-service insurance policy cancellation experience for its members, offering two more digital products and collaboratively coach Human-Centered Design and Agile ways of working.

The solution

To comprehensively understand the RAC's business and digitisation demands, we collaborated and integrated with their existing team structure. This enriched the engagement process and aligned our team to RAC’s goals instantly.

Telstra Purple’s engagements followed four clear phases:

• Framing

• Discovery

• Delivery

• Measuring

During the Framing phase, we ran a series of structured and targeted research activities to explore opportunities and blockers through a variety of research techniques.

For us, it's not about 'wowing' the client only at the end. It is about creating moments of delight throughout our entire engagement and offering opportunities for collaboration. We achieved this by visualising our research, sharing low fidelity mockups early and continuously playing back our research findings.

We appreciated the fact that RAC did not design in siloes and recognised how pivotal it was in shaping the outcomes for their users.

The outcome

With delivery underway, at the time of rolling off, the team’s seamless handover ensured the momentum and clarity created throughout the phases. Th team also hired a new UX designer and helped onboard them to the project.

Now, with a prioritised and elaborated backlog, the delivery teams can deliver designs iteratively and confidently. As the technical feasibility of the design was thoroughly explored throughout the discovery phase, there has been limited story churn or rediscovery and the development team is very engaged thus far.

Our ways of working for this project was a fresh take on its previous collaboration with RAC. Last year, we completed the redesign and development of the Motorcycle Insurance quote-to-purchase experience, following similar discovery activities and delivery support. In the 10 months since the product was launched, Motorcycle Insurance has become one of RAC's top converting products online resulting in an increased market share.

We are excited to support RAC Insurance with their design-led digitisation journey and proud of our collaboration with the business.