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CGU Insurance and Prime Motive have been working together for the last 3 years to create and develop award winning user experiences.

Together we have built tools which help thousands of customers everyday and envisioned the future of a customer first insurance industry.

UX Designer Cory discusses project with the Tristan, in front of a large window overlooking the leafy Melbourne CBD.

As the insurance market shifts, and users look to leverage the ever-growing digital channels to research, learn, interact and transact, understanding goals and challenges has become paramount to the success of any organisation.

With a strong history of doing business through intermediaries, CGU has looked to produce and enhance their direct offering for small businesses and personal customers.

Team discussing prototypes in front of a wall of designs

Customer insights and ideation have been the cornerstone of the ongoing work our team has created. Fast and unfiltered, the ideas morph, amalgamate and get refined until they begin to form into tangible solutions that deliver reciprocal value to the organisation and users alike.

A real “test and learn” attitude means that projects continuously evolve to deliver value in the most efficient, practical yet engaging way possible.

Wireframes of different ideas

Great products are a reflection of the team that creates and delivers them. Working with a client that truly looks to invest to support its customers, always yields positive results. Our team has worked together, led and become an extension of the broader CGU team. We have collocated to work with real customers and run continuous user testing programs to help deliver valuable results.

Project discussions between the CGU team and Prime Motive.

Evolution through prototyping.

Prototypes are indispensable when fleshing out and establishing information architecture and the flow of user interaction. Important to the process as much as the solution, both wireframes and prototypes allow for a fluid concept evolution to be visualised every step of the way. This, in turn, means that stakeholders, projects team and customers can see the project evolve and align to the desired and viable solution.

Mobile wireframes
Designers, Luke and Alex, collaborating on a design.

A cohesive, yet ever evolving brand.

The new customer first approach the business has embarked on over the last 3 years has required the CGU brand to be upgraded and refined. Our team of UI Designers has led the way in evolving the digital brand and developing a common visual language that can easily be utilised in a vast number of applications, websites and interactive systems.

Multiple mobile and tablet devices showing CGU designs on screen.
iPad in someone's hand displaying the CGU website
Desktop computer and mobile device displaying CGU and Xero project
Full site design

Nike Team

Nike Team’s Australian partner, TSA, commissioned us to help them strategise and conceptualise a brand new approach to how soccer clubs and players across the country could manage and purchase their gameday kit and training gear.

Art director Luke, studio manager Helen, and developer Libby discussing wireframes at a table.

Transparent, passionate and unifying, the tool had to embody all that local sport clubs have come to represent. A big part of the systems development centered around the logistics of how retailers, TSA and clubs would interact. The team at TSA were keen to bring a distinctive approach to the purchase journey while still making the process as easy and clear as possible. Interacting with the kit needed to feel as natural as putting in on a sunday morning.

Director Brendan looking at Nike Team research displayed on a wall.

The team’s first priority was to put together an overall user and application strategy that allowed for a fluid experience between team, clubs and retailer. The system needed to allow each club to deliver a bespoke yet structured narrative to everyone using the system. In turn, each player needed to have control over all necessary options so they could self serve with confidence.

Nike Team project strategy slides.
Director Valentin discussing concepts in front of a wall of Nike Team research

Leveraging the Nike Team brand.

The UI needed to carefully blend the strong Nike style with the raw, sometimes lacking, local club brand. All club players wear their colours with enormous pride. The design of the application needed to be true to this without reducing the overall experience.

As our concept work came to an end, TSA’s and Nike’s work was just beginning. Launching big, audacious, applications is the same as those winter training sessions, never easy, but the only true path to success.

Two iPads displaying different Nike Team screens.
Nike Team design on iPad
Nike Team ordering process step 1
Nike Team ordering process step 2
Nike Team ordering process step 3
Nike Team ordering process step 4
Nike Team ordering process step 5
Nike Team ordering process step 6
Person using Nike Team purchase process on an iPhone


Incycle approached us with the challenge of translating their breakthrough financial technology into a simple and intuitive user experience. From the ground up, across branding and interaction, users needed to feel in control while being clear on every step of the process.

Designer Alex presenting designs to the team

Our team was responsible for managing and gathering customer insights, persona development, creation of interactive prototypes, user testing and developing user interfaces as well as standard compliance interaction development.

As we began to speak to customers, the overall theme quickly became apparent; Small business owners were “doing great” but where struggling to “keep the lights on.” Cashflow was their primary issue.

The majority of businesses were happy to tap into a support framework that could help them cover eventualities, as long as they felt in complete control and the process was transparent.

Prime Motive team discussing prototypes in front of a wall filled with design and notes.

Key to Incycle’s strategy was to resonate with the right customer. They were clear on who they wanted to attract to their application. Considered and responsible small businesses that were looking to get support the few times “money in/money out” did not line up.

To establish how and when to best support users, the team tested a vast array of low fidelity prototypes. This quick touch, informal engagement allowed us to get a sense of their behaviours and gave us an opportunity to capture the subtle insights of their interactions.

Incycle user journey

Prototyping helped us put together the complex workflows and experiment with layout, form and end to end user journeys. As the multiple variations where created, it allowed the team to test hypothesis and explore length, structure and nuanced activity for the user experience journeys. Testing was done with a sample of participants that reflected the key personas created.

Incycle mobile wireframes

through design.

The Incycle product needed to create a distinct UI personality that could grow with the product yet not make it feel too generic. The interface and experience had to represent the values of the organisation and reassure users or the simple and transparent process. Key to this assurance was to strongly display trust through transparency and support through empathy.

Logo concepts
Art director Luke sketching logo concepts on a sketchbook.
Incycle interface design on tablet and mobile device screens.
Full Incycle homepage design
Blog design displayed on computer and tablet screens.
Incycle interface design on tablet
Custom icons designed for Incycle
Full page invoice interface design


RMIT is one of the largest universities in the country and the top Art and Design school in Australia. With a well established pedigree on innovation and entrepreneurship, User Experience is always the key discipline of everything they do.

Art director Luke and project manager Sam discussing wireframes

We worked closely with the RMIT team to get a detailed understanding of how the future students wanted to learn and explore the university and what it had to offer. Their digital platforms and on-campus events, like Open Day, were key to initial engagement and allowed students to understand and experience RMIT courses, culture, history and ethos.

To deliver a comprehensive suite of digital touchpoints, we collaborated with numerous internal stakeholders from numerous parts of the business to create a 12 month User Experience roadmap.

Photo collage of the Prime Motive team discussing prototypes

Based on our 12 month User Experience strategy, our team put together a number of initiatives which focused on engaging students across their key journey touchpoints which included the optimisation of their course pages and brand new open day digital hub. RMIT’s future students helped us define hypothesis and validate our rapid ideation, which allowed for a lean and iterative approach to both solution and delivery.


The Open Day Digital Hub became a multi touchpoint experience that allowed early registrants to get a real understanding of what to expect on the day and how to plan for it. As the day drew nearer, the hub morphed into a planning guide for the event that alerted students to everything on offer how to get the best out of the day.

From what we've delivered, RMIT saw a 34% increase in visitors compared to 2015s digital offering and a 52% increase in registrations to the event.

Tyson, the senior developer, building the RMIT program page
Open Day 2016 site designs on iPad screens
Full page design for the program page.
RMIT design on a mobile device
Full page design of RMIT Midyear 2016.

The age of the snake-oil salesman is over. You either deliver positive value into your customers' lives, or someone else will...

User Centered Experience.

Our aim is to create experiences and systems that simplify interactions yet make them exciting.

We research, hypothesise and test digital experiences that put users in complete control while keeping them engaged with your brand.

Experience Strategy

  • Customer Experience Roadmaps
  • User Experience Mapping
  • User Testing & Contextual Interviews
  • Analytics & Tracking Plan
  • UI Wireframe Design
  • Rapid Prototyping
  • Accessibility Compliance

Experience Design

  • Design Research
  • Userflow Development
  • Persona + Archetype Studies
  • IA/Content Strategy
  • UI Prototype Design

Digital Creative & Art Direction

  • Creative Ideation
  • Digital Art Direction
  • Interaction Design
  • Digital Brand Enhancement

Interaction Design

  • Front End Development
  • Interactive Design
  • Backend Integration
  • Front End Framework Development
Team discussing sketches on a whiteboard.

Digital Product Design.

With a focus on compelling user experience and the manipulation of best of breed technology, we help our clients create products that improve their customer’s lives.

From the idea and strategy to final execution and market release; our experience helps support start-ups and enterprises alike, by combining lean methodologies with robust processes to give products the best opportunity to succeed.

Product Ideation & Strategy

  • Lean Production Roadmaps
  • Business Analysis
  • Competitor Analysis
  • Requirements Gathering

Product Validation

  • Customer Pilot Programs
  • User Testing and Focus Groups
  • Executive and Investor Comms
  • Market Validity
  • Financial Modeling

Product Branding

  • Product Brand Development
  • Creative and Art Direction
  • Lean Brand Identity
  • Styleguides and UI Kit Development

Product Development

  • Prototype Development
  • Technical Infrastructure
  • Technical and Development Build Implementation

Product Growth and Marketing

  • Marketing Production
  • Search Optimisation
  • Ongoing Support
A person testing a mobile app concept on devices.

Technology agnostic, with all the right experience.

The right technical implementation is essential to deliver on a user centered experience.
Our technology strategy is independent of any specific system affiliation and focused on best of breed implementation. Our team has built the knowhow to work within the parameters of your current technology stack or help you develop a viable solution.

Tyson, our senior developer, working at his desk.
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Prime Motive is a User Experience and Digital Product agency based in the heart of Melbourne. We plan, create and grow, authentic digital experiences for brands that are looking to have a positive impact in their customers lives.

Our studio manager, Helen, reviewing designs on a table.
Our director, Valentin, speaks to our office manager in front of her computer.
Tall, smiling Tristan in internal discussions.
Cory presents UX concepts displayed on a wall to Helen.
Directors, Brendan and Valentin, stand against a brick wall and stare seriously into the camera.
Our senior developer, Tyson, stands next to a plant and smiles.
Alex and Cory in discussion in front of a large window.
Art director Luke, reviews designs with developer Libby.
Developer Libby listens attentively to the studio manager Helen.

We work with brands that work for their users.

CGU logo
RMIT University logo
Nike Team logo
Wesfarmers logo
Allianz logo
IAG logo
Incycle logo

We work with companies of all shapes and sizes from all walks of life. If there’s a project that you think we would be a good fit for, get in touch. If you're not sure, get in touch anyway. We can shed light on the process.


Level 30, 35 Collins Street

Melbourne VIC 3000


We are always looking for new talent to join the team. Self-motivated, solution seeking individuals that are looking to do great work, get stuck in to help our clients tackle their challenges. If you think you have something to offer, get in touch.