WORK

Problem Space: How might we create greater visibility of the end to end customer journey to enable customer centric decision making & prioritisation, highlighting the customer & employee experience, pain points and opportunities that could lead to increased sales and greater employee and customer satisfaction ?HOW •Leverage human centred design to conduct a deep dive into the end to end AAMI Comprehensive Motor Insurance journey DELIVERABLES Top data driven insights in this journey, why this matters Recommendations & opportunity spaces. Top human success factors of the contact centre experience, why they matter and recommendations, providing a window into this journey. Customer insights & recommendations to inform program of work & prioritisation Practical artefacts that enable customer centric decisions -Personas, Current state customer journey map, data flow map, insight cards, future concepts

Problem Space: How might we create a single end to end visualisation of the key customer pathways to be embedded across the organisation and actively share to build awareness, capture feedback, iterate and socialise to foster their usage through HCD practice? How: Assessment of the organisation's high level Customer Experience Pathways and their priority for customer experience improvements and digitisation. Achieved by leveraging HCD, contextual inquiry, staff interviews, customer journey mapping, pain point and delight moment identification, process mapping and technology overlay.

Interaction Map visualising the customer with store and contact centre staff interactions over 9 stages, capturing sentiment, pain points, channels and key actions.

Project Objective: Map 6 key Superannuation customer journeys to inform the business on current state customer experiences and inform the design of future state experiences for customers and employees.

Problem Space: How might we solve for the organisational need for digital tools and systems to enable an enterprise wide approach to customer experience design? Outcomes: Designed and delivered a Sharepoint site, prototyped a centralised repository to house design methodology and resources, to act as a single source of truth to deliver consistently great experiences effectively and efficiently. Customer Experience and digital transformation required tools and support to inspire employees and a structured enterprise approach to understanding, improving and designing ideal future customer experiences.

Design tools such as personas and behavioural archetypes have been created in various levels of fidelity, from Organisation wide Custoemr Segmentation Personas, marketing personas, project personas and how fidelity workshop personas leveraged to create empathy for those we design improved or new experiences for. The degree of ethnographic research conducted.

Proff points for employee experience = customer experience, we conducted ethnographic research around how we might lift and improve the employee experience to positively impact the customer experience.

Lead a 5 week design sprint using service design methodology to map 6 key current state Superannuation customer journeys; then digitally integrated them with business process. This ensured the organisation was documenting customer journeys in a central location that linked to other key business processes and provided further insights on the effectiveness/gaps of business processes, systems and capabilities.

A tangible tool that regularly were clreated to communicate customer insights and bring tpo life the design principles, how to apply them and evidentiary supporting research data.

A bespoke variation deliverable based on ethnographic research to highlight the pain points at each stage of the journey, what systems are at play and how the business processes, employees and technology interplay as contributing factors to the various breakage points in the journey. This was part of business analysis for requirements for an integrated MarTech Stack. Strategically it makes sense to improve business processes, systems and relationships, when introducing new software as part of a customer experience strategy.

A popular simple style of customer map that create a journey based visualisation of the actions the custoemr is taking, what they are thinking, feeling,their sentiment, what cahnnels are at play and key pain points and moments that matter in the specific journeys.

A high level view of the critical journey a marketing employee takes to deliver their work, can often traverse many business areas/units. A clear articulation of that end to end journey, using a service design approach, enabled identification of areas of business improvement, efficiency gains and key automation opportunities.