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Helping the Government making it easier to start and grow businesses

Government NSW, Australia
April 2018 - August 2018 

Project

CX foundations and vision 

Easy to Do Business program is designed to make it easier for small business owners to conduct business and set up an enterprise in NSW, Australia. Our objective was to set foundations for CX and Product teams to work together, and to establish a roadmap of innovation online and offline.

 

The project showed the value of experience strategy informed by intensive customer research. The customer journey work helped policymakers to reframe the problems, as our design process contributed to policy change proposals. The customer-centric opportunities defined the innovation roadmap for the digital product and the customer service/ support team.

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Methodology for CX and Product Collaboration

The NSW Government extended the Easy to do Business program to tradespeople, builders and developers involved in New Housing Construction. My project objective was to understand the experience of starting, running and growing/adapting a Housing Construction business in NSW and to design a future state experience that will address pain points and needs across the customer journeys.

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The customer centred artefacts, will inform a future state service blueprint with these audiences.

Research

We conducted 32, one-hour in-depth interviews. The CX and Product teams attended each interview and we captured video footage for the majority of participants. To bring our insights to life we created video highlights and shared them with the larger team. 

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We analysed the research with the view of the customers across the journey stages and touch-points leading to clear direction on how friction points can be addressed. Then, created the Behavioural archetypes as another means to understand our customers and to inform the CX, and Marketing teams to craft a better strategy for their audiences. 

 

We distilled the customer journey stories into seven different Personas; where each Persona represents motivations, behaviours and challenges specific to a stage in their business lifecycle (e.g. start, run, grow, adapt). Personas by stage helped the Product team narrow down their focus and gave them a starting point for a digital prototype. 

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Service blueprint

Below blueprint shows a Builder's business phases, events, and setbacks with associated touch-points, their wants/needs with prioritised pain points to solve for.  The current state journey maps (for Builders and Tradespeople) gave the teams a  clear direction on how friction points can be addressed. 

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We facilitated several ideation workshops with Product (Digital), Customer Service, and the CX Team, to identify opportunity areas, concepts or solutions to current pain points of the customers. Below is an example outcome collating the ideas. 

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We created "Experience Principles" for the Easy to do Business program that we were all aligned with. The principles are also used as a checklist to evaluate whether a planned service/ technology/ product meets the requirements of an ideal experience for business customers. 

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What we learned

  • The process of building new homes is full of uncertainty and unexpected obstacles. Regulatory barriers make it riskier, longer, and more expensive, which has consequences for housing affordability.

  • Tradesmen and Builders are facing many challenges and constraints in their careers and the Government majorly contribute to this complexity. 

  • Our design process will encourage the Government policymakers deeply understand the root causes of what they are looking at and, if necessary, to reframe the problem. 

 

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