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Portfolio

Customer Research

Client: BPAY (FINANCE)

Brief
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BPAY - Australia's most trusted bill payment system - wanted to leverage human centered design to drive its transformation strategy. I led the design and delivery of an Exploratory Customer Research project with the goal of engaging BPAY's extensive member base to identify opportunities to optimize service delivery and innovate on current product offerings.

Outcome

This extensive piece of work took place over 9 months and resulted in a new product offering, transformation of the Customer Service team's way of working, service delivery improvements (measured through member feedback and transaction numbers) and capability uplift for 30+ BPAY employees.

Skills and Outputs

Stakeholder Alignment -- Research Planning -- Qualitative Research -- Contextual Interviews --  Quantitative Research -- Survey Design -- Analysis and Synthesis -- Journey Maps -- Statistical Analysis -- Service Blueprints -- Storytelling -- Co-Design -- Alignment to Business Strategy -- HCD Training and Capability Uplift

Approach

Qualitative Research

  • Create research plan and protocols including consideration of non-disclosure, probity and consent

  • Create Discussion Guides

  • Conduct Contextual Interviews with 27 people across 12 Financial Institutions

  • Notetaking and transcription

  • Analysis and Synthesis

  • Journey Maps and Service Blueprints

  • Developing actionable insights

Quantitative Research

  • Fill in the gaps from Qualitative Research with targeted surveys

  • Survey Design

  • Statistical Analysis

  • Support research with in-house analytics including member transaction types, frequency, errors and support queries

  • Reports using Descriptive Statistics

Outputs and Artefacts

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  • Create a journey map to summarise the Customer Experience

  • Identify pain points and opportunity areas

  • Create 4 Service Blueprints

  • Highlight pain points in service delivery and areas for improvement

  • Report to highlight insights and opportunity areas

Engagement and storytelling

  • Creating a Movement through rhythms of regular sharing and updates

  • Weekly 15 minute playbacks to internal stakeholders and staff

  • Graphic facilitator to summarize weekly updates

  • "Walk-the-walls" tours of the Project Walls where analysis and synthesis were taking place

  • Weekly status report to key stakeholders and executive level staff

  • Detailed 30 minute playbacks at key milestones

  • Constant reiteration of the Mission Statement

  • Strategic use of illustrative graphics for engagement

Co-Design

  • Internal project team workshop to develop key insights into How Might We Statements

  • Prioritization workshops with key stakeholders to agree on the key insights to be taken forward and developed

  • 12 key insights (prioritized by key stakeholders), 43 recommendations

  • Planning a Design Studio (specialised co-design format) to re-engage BPAY member and involve them in the solution design

  • Reports, videos and graphic representation from Design Studio session

  • 2 co-designed solutions from Design Studio

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Capability Uplift

  • 3 BPAY employees trained and fully immersed in Human Centered Design (HCD) research techniques over the span of project

  • C-Level and Senior Management regularly exposed to HCD workshops and techniques

  • 30+ Customer Service team employees shifted to HCD ways of working

Project Planning and Stakeholder Alignment

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  • Identify key stakeholders and conduct stakeholder interviews

  • Collaboratively frame and scope the program of work through co-discovery workshops

  • Define goals and create a Mission Statement

  • Define target audience

  • Accommodate budgeting and time constraints

  • Establish ways of working

  • Begin recruitment

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