CONNECTING CUSTOMERS, COMMUNITIES

AND EMPLOYEES TO AUSTRALIA POST’s BRAND          

I was lucky enough to be asked to establish a new function         within the marketing team with the aim of answering the           questions “what does the brand actually stand for?” and           “how do we bring the brand to life across every interaction?”.       Using an end-to-end human centered design approach to           understand the problem, I worked top down and bottom up     across every business unit from C Suite to frontline to form        a ‘coalition of the willing’ and co-create the strategy.

   

Having established a working group of 12 fearless leaders         together we co-designed, developed, tested and                         implemented solutions – a set of principles, interactive               workshops, capability toolkit, Universal customer journey           map and compelling stories to help everyone connect to           the brand cause.

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       Delivered​

• Full Brand Experience Strategy to increase brand health metrics, customer satisfaction scores and workforce engagement. 

• Workforce activation campaign and comprehensive people leader toolkit to drive behavioural change. Focusing on 1 or 2 small actions that make a big difference to customers, 90% of participants said the “moments that matter” idea had increased engagement and positive action

• Moments That Matter program adopted nationally across 30 Delivery Centres; 8 Post Offices and Licenced Post Offices across 5 States and Territories as well as forming part of the Customer Contact centre plans for Q3 (Jan-April 2020.)

 

 

 

 

 

 

DESIGNING THE FUTURE OF A

NATIONAL RETAILER

 

Over a period of 6 months, we used a human centred design     approach to define the role and relevance of this national           retailer in people's lives. Together with 2 fabulous CX                   designers and 3 colleagues from Craig Walker design agency     we embarked on an extensive research program across 4             States to understand the needs of employees, consumers           and small business in metro, regional and rural locations. Our     research findings together with market scan and ‘stakeholder     lightning talks’ were synthesized down to 6 problem spaces.       60 stakeholders and 2 days of working studios generated a         volume of fresh thinking and new ideas that informed the           future vision and 3-5 year roadmap.

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• A future vision, set of principles and 3 short films bringing     the vision to life.

• Robust set of 7 service concepts with 21 components plus    recommended implementation plan. 

• Discovery Pack and Vision Playbook documenting the           approach, research insights and recommendations. 

• Engaged 100 Enterprise stakeholders to ensure buy-in and   overall project success.

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Working as a senior service designer alongside the Agency Director we used a human-centered approach to redesign the employee experience for this much loved public service organisation. 

It was an absolute privilege to lead the research and hear first hand from frontline employees, HQ staff, friends, family and the broader community across the State of Victoria to understand more deeply what people loved about their role, the organisation and what would make everyone’s lives even better. Collaborating closely with the client team, and 30 stakeholders from across the business we made sense of 1167 data points, generated 74 ideas, identified the “wow” moments that matter most – all the elements needed to define the aspirational future state experience. 

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       Outcome

• The final collective result: a playbook, introduced by the CEO, with all the research, principles, priority concepts and a roadmap to achieve an enhanced future Employee Experience. 

• One client team equipped with new capability and the confidence to continue to test, learn and implement experiences for years to come.