CLIENT

RACV NextGen ERA

MY ROLE

UX Design
UI Design
Strategy

SUMMARY

I led UX and design strategy for RACV’s NextGen Emergency Roadside Assistance, transitioning the product construct to a household subscription model

PROBLEM STATEMENT

RACV aimed to launch a new product construct for its Emergency Roadside Assistance offering, shifting from a traditional single-driver subscription model to a flexible, household-based one. The existing system lacked flexibility, supporting only one driver per plan, which no longer met the needs of everyday households. This was a pioneering approach in the insurance industry, and after two previous failed attempts, I was brought in to lead the UX design within the project. I worked closely with marketing, architects, BAs, product managers, and LT’s to create a solution that would enable multiple drivers and vehicles under one membership, delivering a service that the market wanted and setting the stage for a successful launch.

Project Goals

Introduce a flexible subscription model with three tiered plans

Enable plan owners to manage multiple drivers and vehicles under one subscription across the three tiers

Integrate self-serve features into the membership dashboard for streamlined account management

Implement a seamless customer referral journey, allowing automatic registration of additional drivers

Develop an OTP solution for existing Total Care Plan holders to add drivers and vehicles, ensuring a smooth transition when the new platform goes live

APPROACH

Given the complexity of this project and its previous failed attempts, I developed a project plan from the outset, outlining key deliverables, activities and stakeholder engagement strategies. This ensured alignment across UX designers, content designers, digital product owners and product managers, with structured review and sign-off stages at each phase.

I led multiple rounds of user research and testing to uncover pain points and validate key assumptions, working closely with our content designer, tech lead, BA and product managers. The goal was to deliver a seamless end-to-end solution for both authenticated and unauthenticated journeys, with account management screens that allowed plan owners to manage multiple drivers and vehicles effortlessly.

To drive adoption, I focused on clear communication of the new product construct’s value, ensuring it resonated with customers. Executive leadership walkthroughs and presentations were conducted to gain buy-in and showcase the design evolution, securing alignment at every stage of delivery.

Next evolution of ERA

On the landing page, users can easily learn how roadside assistance works, explore the different tiers of membership, and understand the benefits of each. Clear CTAs guide users seamlessly into the quote and purchase journey, all powered by Salesforce.

Research Methods

User Interviews

Usability Testing

Competitive Analysis

Surveys & Polls

Customer Journey Mapping

Stakeholder Workshops

Key Focus Areas

How intuitive is the process of adding and managing multiple drivers and vehicles?

How do users perceive the value of the new household-based model compared to the traditional single-driver model?

Is the new product construct perceived as offering greater value and flexibility than the previous single-driver model?

What level of customization do users expect when managing their account?

Are there any barriers preventing users from self-serving instead of calling support?

Customer Mindsets

On synthesising our customer research, we identified two key mindsets for roadside assistance users

The Planner

"I love how I can plan ahead and know that my family is covered."

The Planner values flexibility and control over their subscription. They want a straightforward way to add and manage family members and vehicles, ensuring coverage when needed. They appreciate clear plan structures that make it easy to adjust coverage as their household’s needs change.

The ability to manage everything in one place without worrying about unexpected gaps in coverage is essential to their peace of mind.

The Problem Solver

"When something goes wrong, I just need it fixed fast."

The Problem Solver prioritises reliability and ease of use. They want a quick, seamless way to access roadside assistance without worrying about plan details.

Their focus is on getting help when they need it, with minimal steps and no friction. A clear, intuitive process that removes guesswork and ensures they’re covered is key to their experience.

Learnings

The power of alignment

A key takeaway was the need for early and ongoing stakeholder alignment. Previous launches failed due to a lack of shared vision and customer validation, which hindered confidence in the solution and led to past pitfalls. This time, we set clear milestones, held regular workshops, and involved leadership through executive walkthroughs.

NEXT PROJECT

Lincoln Sentry