Creating a positive digital experience for customers of the Victorian Government.
Based on the desired outcomes of new value creation and capability building, we focused on design techniques that harnessed creativity and gave a holistic understanding of the customer experience. These included:
Digital transformation is a commonly used term nowadays. It is expected that any form of digital interaction works intuitively and seamlessly. Creating this kind of smooth experience for customers requires a great deal of thought and understanding of how and why customers use particular products and services. This is intensified and made more complex for government departments. They cater to a vast range of customers with varying levels of knowledge and accessibility.
In order to achieve the goals in this strategy, the Digital Engagement team hired Huddle to help them better understand their customers and introduce a more customer-centred approach to their information and service design. The team wanted to deliberately differentiate their service experience while creating operational efficiency. AKA Create more for less.
They also wanted to drive promotion of enhanced collaboration between departments and with customers.
Huddle ran both customer and organisational research phases. We worked closely with Victorian Government stakeholders to gather both customer and organisational insights to build a service design toolkit.
The Digital Engagement team experienced how human-centred design is used to deepen their understanding of Victorians’ needs and behaviours. This gave them key insights into how the design and delivery of information and services needed to be improved.
Coupled with this, collaboration amongst stakeholders in government departments increased with the common goal of applying service design tools to enable greater customer-centricity in the future.
The Digital Engagement team now has an understanding of how they can create more positive experiences for their customers, the tools they need to start this process and a common language with which to talk about customer-centred service delivery.
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