Rural Assistance Authority
RAA wanted to use human-centred service design to address the challenge of designing and delivering a solution that will be an integrated, digitally enabled disaster response and application service.
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My role: UX lead
Project: Service design
Customer centric service design to reimagine the loan and grant process.
Creating a uniting experience vision
The experience vision was co-designed with the client to provide direction for the future of RAA. The experience vision underpinned all decision making in so that all services and products aligned to business goals.
Collaborating on a vision that inspires
Empathy building
Based on customer interviews, behavioural personas were created to evoke empathy for the key customers that require loans and grants. We looked to map motivations, emotions, and their core needs.
Highlighting customer needs
The customer interviews allowed us to deep dive into the overall needs of users, from website usability right through to the product and service quality. All of these key insights were communicated in a research report using Miro.
Designing the future state for grants and loans
![[INT] RAA Future state planning v2 (1).jpg](https://static.wixstatic.com/media/c01b1c_a9eaec2e4af64fb3bc27cd12caebc442~mv2.jpg/v1/fill/w_1416,h_462,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BINT%5D%20RAA%20Future%20state%20planning%20v2%20(1).jpg)
Prioritising the work
Due to the number of activities required to develop the future state, each item was prioritised based using the effort / impact matrix, as well as Mckinsey's three horizon's model.
![[INT] RAA Future state planning v2.jpg](https://static.wixstatic.com/media/c01b1c_ffd9bda13cac46cdabf911631bbb0622~mv2.jpg/v1/fill/w_676,h_455,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/c01b1c_ffd9bda13cac46cdabf911631bbb0622~mv2.jpg)
Making a plan
With opportunities prioritised, we set about creating a roadmap of the activities required to fulfill the future state. Each activity was sequenced based on a logical chronological order and dependancies.
The process
1 / Discovery
Stakeholder workshops
Understand the current front-house and back-house activities.
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Desktop research
Reviewing current data and past research completed.
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Comparative analysis
Evaluating competitor and comparator experiences for inspiration.
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Customer interviews
Define customer behaviours, needs and motivations.
2 / Define
Experience vision
Creating a vision to underpin decision making for future products and services that are customer focused.
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Personas
Documenting insights from customer interviews to create empathy.
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Current state maps
Overview of the current state to pin point pain points, gaps and areas that work well to retain.
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Future state service blueprint
Identifying the ideal journey that a customer would take through the RAA products and services.
3 / Planning
Prioritisation
Reviewing the effort and impact of opportunities identified in the blueprint.
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Transformation roadmap
Providing a path for the roll out of prioritised opportunities.