+61 3 9412 7000     hello@carterdigital.com.au


One of Asia Pacific’s top innovative and most influential user experience agencies. People first. Design later.

Discovering new journeys — Driving over 2 million member experiences

"We're so lucky to have the skills of James and crew, thank you for the for all your support, guidance, good design and UX."

Alison Dean, Head of Digital Strategy and Membership


A genuine member focused organisation. RACV are far from simply a Roadside Assistance business they are widely known for; The Club offers an extensive range of benefits including insurance, home assistance, travel and accommodation for its members. It also provides up-to-date information about cars and fuel prices.


Given the diverse range of the organisations offering, we had to understand its structures, business priorities and varied audiences. The entire spread of services provided needed to be easy to navigate for anyone visiting, allowing the user to access information most relevant to them. The customer analytics revealed a wide-range of devices are used to access content, with increasing patterns of information accessed via mobile.

By orienting the architecture toward a thematic approach, we were able to reflect on the various categories of services and organise them by the Club visitors, Members and New visitors, to enable each audience to locate and interact with categories of interest, quickly across both desktop, tablet and mobile.


Working extensively with RACV we conducted user research at every stage of each project, extensively testing key information architecture patterns, interactions via prototype testing and iterated on any resulting insights. As a result of this testing a thematic, user lead approach was adopted. “We’re here for you, and how can we help you find what you need?” was the order of the day.

A synthesis of information collected in the UX work conducted, and gleaned knowledge from the current membership benefits member, delivering a wider understanding for ordering information and presented a content framework and information architecture process. 
The new digital asset balances the needs of both members and acquisition of prospective newcomers to the RACV brand across its services. With one touch calling for significant numbers on mobile, through to extensive information about all products and services available via any device, the site is a product of consideration of user and organisational requirements at every step.


  • User Experience (UX)
  • Information Architecture (IA)
  • User Testing
  • User Interface Design (UID)
  • Interaction Design
  • Responsive Design
  • Creative Direction
  • Digital Strategy
  • Digital UI Asset Guide
  • HTML Development
  • Adobe Experience Manager Consultation
  • Acceptance Testing

Complete thematic focused home page
Scalable design framework
Mobile first ux approach
Custom iconography design
Modular design systems

Who are Carter?

Principals, James Noble & Paul Beardsell, are regarded as industry leaders in user experience solutions. At Carter we design beautiful user experiences to enhance digital products and service offerings. We use visual design cues to tell stories. Our approach derives an understanding of your business, its identity, and creative strategy.

Digital experiences are only as good as the technology driving them. Carter innovate with ever changing internet ready devices, pushing digital innovation to further enhance online user experiences.

At Carter we understand client goals, which enables us to identify the right creative strategy and direction that engages your target audience with your product or service offering. Be it online strategy, web site design or application development; we come well-dressed for all digital storytelling.

A carbon neutral studio

Carter's fine folk sit at recycled timber desks, type on keyboards powered by rechargeable batteries, walk on carpet made from recycled tyres and plastic bags. They breathe air created by an in-office garden and drink tea heated by an environmentally-friendly kettle. These ‘Digital HTTPsters’ hold meetings within a den of recycled paper accordion walls that weave throughout the studio.

When it’s time to leave, the crew grab their bags from upcycled lockers that once lived at a nearby AFL Club. They flick the switch on low-energy lights powered by 100% carbon-offset energy. Journeying home, they walk, ride and catch public transport.

Principal, James Noble, hand-crafted the furniture from recycled timber, layered and sealed using biodegradable glue. Now that’s commitment. 

UX Melbourne website design and development
Digital strategies and UX creative solutions.
Award winning UX agency in Melbourne
Think of creative user experience as ergonomics for your eyeballs.

Our Services

Speaking 19 languages and hailing from 11 countries, we produce the highest possible user experience for your business and target audience. Our creative thinking and innovation enables us to solve complex problems and provide effective global digital solutions.


- Your Vision -

It all starts with a discovery session where we will chat about your vision, requirements and expectations for your digital presence.

  • User experience (UX) recommendations
  • Technical and Information architecture (IA)
  • Digital marketing strategy
  • Content strategy
  • Customer experience 
  • Competitor research and analysis


- It's Alive -

Translating your creative ideas into workable concepts, crafting the user experience, building strong, lasting solutions.

  • Creative direction
  • Information architecture
  • Digital strategy
  • Service Design
  • Wireframing & user experience
  • Concept design


- Lift Off -

We architect and develop, optimise the experience, test and launch. We then analyse, act on results and offer ongoing support.

  • eCommerce development
  • Third party API intergration
  • Search engine optimisation
  • Data & Analytics
  • Social media integration
  • 1 on 1 Training

Want to get started?

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