User Centered Design in Victorian Government

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Jithma Beneragama Director - Digital Engagement Department Premier & Cabinet, Victoria

@JBMelbs

DESIGNING BETTER GOVERNMENT INFORMATION AND SERVICES

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•Source: dilbert.com

SERVING THE CUSTOMER WITH EMPATHY

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SHARING THE JOURNEY

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THE APPROACH

Stakeholder interviews

Observing cultural probe

Analysing cultural probe

Involvement in workshops

Refinement of insights

Involvement in workshops

Involvement in jams and production

Development of tools

Victorian Government Involvement

JAMS & PRODUCTION ORGANISATION DESIGN WORKSHOPS

CUSTOMER DESIGN WORKSHOPS

ONLINE CULTURAL

PROBE

IMMERSE & AUDIT

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OUR FINDINGS

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DEMOGRAPHICS DO NOT DICTATE BEHAVIOUR

CUSTOMERS USE DIGITAL FIRST

CUSTOMERS ARE OUTCOME FOCUSED

KEY CUSTOMER INSIGHTS

CUSTOMERS ARE EMOTIONAL ABOUT GOVERNMENT SERVICES

PEOPLE ARE TIME POOR

PEOPLE UNDERSTAND GOVERNMENT DIFFERENTLY

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NOT PERSONAS, NEEDS STATES The research has shown that demographics do not provide a reliable indication of how customers behave during their interactions with government. Thus, typical personas are not a useful tool for designing new services.

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

Customer 1

Customer 2

Customer 3

Customer 4

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THE CUSTOMER JOURNEY

There are three different types of journey that the customer encounters when interacting with Government. customers’ needs in each type of journey are different. For us to provide the best possible customer experience, we must understand the needs of customers within these journeys and purposefully design for them.

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In the customer journey with Government information and services, there are six need states where customers display similar behaviours. Primary channels, secondary channels, associated pain points and behaviours in the transition between these channels can be identified according to the specific need state a customer is in.

THE NEED STATES

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DESIGN PRINCIPLES

Use these design principles to guide the design or innovation of information and services. Developed in response to the research into customer journeys and need states, the principles are relevant across all Government Departments and teams. All principles are of equal importance

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BUILDING A CUSTOMER-CENTRIC ORGANISATION

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THE SYSTEMS

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FROM LITTLE THINGS BIG THINGS GROW

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INTERNAL DESIGN SPRINTS

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CITIZEN CO-DESIGN

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INDUSTRY COLLABORATION

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OUR TOOLS

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THE TOOLS

Journey Mapping

Ideation Framework

Evaluation Framework

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REFERENCE CARDS

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The full suite of tools and supporting research can be accessed at:

http://www.vic.gov.au/blog/manuals-tookits/designing-better-

government-information-and-services/

DOWNLOAD OUR TOOLS

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Thank you

@JBMelbs

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