Service Blueprints | Customer journey mapping | Customer Research | Stakeholder Management | Stakeholder Workshops | Competitor Analysis | Usability Testing Management

Research Process

The research process encompassed all essential elements for a successful product/service launch, spanning from pre-mobilisation to post-launch phases.

In the initial stages, from pre-mobilisation to pre-discovery, my focus was on stakeholder engagement. I conducted workshops with key maritime stakeholders, including representatives from Maritime and Transport, product managers, technical experts, back-of-office staff, and NSW Customer and Service Centre personnel to align our objectives and define the project's scope.

Due to the complexity and comprehensive nature of the diverse licence types (e.g. general boat driving licence, private mooring licence, aquatic licence) and recognising the breadth of licence types, we diligently evaluated each to identify the most impactful focal point for our transformation efforts.

The mobilisation phase included team formation, tool selection and a planned series of workshops that laid the groundwork for discovery. In the pre-discovery phase, I gathered initial data and reviewed existing data on the current licensing process to identify baseline metrics and user satisfaction levels. I conducted detailed stakeholder interviews to understand expectations and gather qualitative insights. These interviews helped identify pain points and potential opportunities to explore.

Discovery

During the first kick-off workshop, I collaborated with senior stakeholders and team members to identify each individual's role, which helped create a stakeholder map. One significant task was identifying the various maritime licence types, business objectives, business insights, and customer insights already known. To carry out these assignments, we used Miro Post-It Notes. 

All participants shared their insights on Post-Its, revealing patterns and trends. The Post-It notes were then placed into a priority matrix and were prioritised through a voting system.

Workshops

After agreement from senior stakeholders within Maritime, the chosen licence type to focus on was the general boat driving licence application. The general boat driving licence has its own challenges, as there are three different pathways for applying for one, each with its own complexities, nuances, and systems. I organised and planned a series of workshops to conduct further in-depth analysis. 

The first session involved conducting stakeholder interviews within the general boat driving licence space to determine their expectations and requirements. A dedicated space was created in Miro to gather requirements, raise questions and assumptions, and start an initial customer journey mapping session if time permitted.

Several workshops were arranged with differing stakeholders across the Maritime eco-system from product managers, Authorised Training Providers (ATP), platform specialists to customer service reps to map out and complete the service blueprints.

Customer interviews were set up, and surveys were sent out to gather qualitative data. The data and insights from this research effort were used to build on the customer journey map. The customer interviews included previous general boat driving licence applicants, Authorised Training Providers (ATP), and 'Skippers' (boat driving instructors). This research led to the development of personas where there had previously been none.  

The team and I reviewed the paper-based application form and identified pain points and opportunities for improvement.

One of the complexities around the Boat Driving Licence application is that it is not a straight-through process. As stated, there are three different licence types (recognised qualification, Authorised Training Provider pathway, and Logbook pathway). A component of obtaining a general boat driving licence is completing the 'on water' practical part, i.e., driving a boat, and then submitting the application in person at a NSW Service Centre.

Due to the complexities of the interactions, a visual customer journey map was created throughout multiple workshops. This helped clarify the complex interactions for stakeholders, making the process more accessible and understandable.

Ideation and wireframes

Ultimately, the research would lead to digitising the general boat driving application form for recognised qualifications. Therefore, after gathering enough data and insights, my team and I sketched the first iterations that evolved into the wireframes. The flow of the customers' interactions included logging into their account, privacy collection consent, licence type application, medical disclosures, boat driving qualifications, knowledge test results, supporting documents, declaration, payment, and confirmation. 

The Department of Customer Services (DCS) has a well-established design system that was utilised during the wireframing process. A key challenge in the Licence.NSW program is that a separate division owns landing pages and pre-login customer flows. Consequently, all proposed enhancements required validation and execution by this specific team, ensuring seamless integration and compliance.

Challenges and Learnings

During the usability testing phase, my team and I faced challenges collecting accurate data while balancing privacy concerns. Additionally, obtaining consent from agencies to use customer details posed an issue. However, we were able to overcome these challenges by seeking consultation and feedback from stakeholders. As a result, we successfully addressed these issues.

Forums were created to maintain a consistent user experience throughout the program and enhance its overall design. These forums provided a platform for the Licence.NSW teams to discuss our research findings and make recommendations. The valuable insights gathered through these discussions were used to guide other product teams and ensure that decisions were based on evidence-based customer feedback.

Outcomes and Impact

• Digital Transformation: Successfully digitised the entire application process for the Recognised Qualifications General Boat Driving Licence, notably eliminating the need for in-person visits to Service Centres for application submission, saving applicants significant time.

• User Benefits: Enhanced user experience through a streamlined, intuitive digital interface that simplifies the process of applying for and obtaining a licence.

Reflections

• Successful Strategies: Using a robust design system and effective stakeholder management and engagement were crucial to the project's success.

• Leadership: This project sharpened my leadership skills and solidified the importance of agile methodologies in fostering a culture of experimentation within service design teams.

Conclusion

• Summary of Achievements: This project is a testament to the effectiveness of thorough research, collaborative design, and agile project management in achieving significant digital transformations.

• Future Directions: Potential next steps include leveraging what was learned from this maritime licence project to the other licences in the maritime portfolio. 

Feel free to reach out. I am always happy to discuss potential opportunities. Find me on LinkedIn or email me directly.

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