Case Studies

During this project customer behavioural traits were aligned and expanded upon as part of the operating behavioural segmentation, which was informed by the Westpac Team. The channels included in-branch, online, through the app (using gamification and nudges), and over the phone. 

Platforms underpinning this work can be view here in the comms strategy design using Sales force and Adobe. The front end UX and design for gamification/health check of KYC data hygiene for customer input. Service Design Led UX for fail pathways. 

The team ideated to convert as many customers as possible to be KYC/AML compliant. The success factors across the Customer Journey Phases identified as Aware, Engaged, Committed, and At Risk / Exit.  A Comms matrix, across behavioural segments, was used to show the reusability of Comms, and how they might differ dependent on use cases. During the roadmap session for in-branch customer experience the following overarching milestones were captured: Self-Service using IDV, with the goals of “get” Amber, and “get” to Green. Ultimately the Branch experiences the team mapped were Digitally focused (Self-Service) for less foot traffic in-branch. Additionally, the team deep-dived into common branch service requests (Withdrawals) to identify opportunities to prompt staff and customers toward desirable outcomes. To accomplish the recommendations: mock-ups, prototypes, and flow diagrams/Information architecture (UX) representing all  systems/process uplift to influence behaviour were created to manage the strategy toward compliant KYC data across Westpac's customer accounts. 

All co-creation and mapping were created in Miro and Axure.

The project started with the discovery phase to work through all documentation across channel for the Broadband service with a focus on Fibre as a product. The discovery phase was documented using Miro and Confluence to create a library. The next phase was to map the current state of front and back of house experiences, software, platforms, and channels. The current state mapping led to creating research for internal interviews with staff and in-branch teams. The next phase was call centre research to map the triaging of customer calls to better understand where the pain points were in the journey. The following phase was to talk to customers direct who were long term, short term or churn customers. These phases helped to map current systems and reveal unknown areas of systems and service. To identify the opportunities for the CX/UX teams internally at Vodafone to create a roadmap of initiatives to help improve customer experience, and lower churn rates of customers. The project workshops, research interviews and mapping were conducted in Miro, and using reporting, video reels and other artefacts to help define the over all project. A large service design blue print was created that incorporated large data research supplied via the vendor Mckinsey. Episodic service design maps were created also to dive deeper into details across the customer phases. Please view the Miro slides below for an overview of this project.

More examples of research here >

Discovery interviews for research purpose among a patient cohort for feedback on using weight loss products. Patients that have experienced medical weight loss programs that provide valuable insights into the goals, needs, gains, and pains of patients.  The research revealed digital features and solutions to help future scale of patient digital experience and service design.

A shortened version of research report 

The research helped to inform an internal workshop with the client to empathy map a patient profile of what is known of the current patient end-user, and to map the business goals, pain and opportunities.

• Survey design
• User-testing coaching
• Research for patient sample
• Service Design - user-journeys - 3 experiences: Dr, Nurse and patient - below is an example of the journeys (detail will not be visible due to business IP privacy).

More examples of mapping experience here >

User-testing, UX expert reviews, competitor analysis and research across Education, Fintech, Telco, HR, Agriculture, Government and Software. Using an array of standard techniques and metric scales. More examples of proof of concept and user-testing here >