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Communication powered by Technology
Agenda
• The challenge
• Designing for Government as a human system
• Creating an inclusive, non-biased future
• Enablement through emerging tech and inclusive data
• Key out-takes
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Introductions
Simon Carter
Experience Strategy Director (AU)
Charis Kumpula
Marketing Strategy & Performance Director (NZ)
Matt Townsend
Executive Product Director (AUNZ)
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The challengeDesigning for outcomes
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We’re trying to get the best outcomes for people, but getting through to them is hard.
The challenge?
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Ignorance is no
excuse!
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We’re trying to get the best outcomes for people but, getting through to them is hard
changing their behaviour is hard.
The challenge?
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How?
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` Holistic understanding... ...build a behaviour change machine (not just a comms machine)
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` Use scalable technology to facilitate change...
...but don't marginalise the majority by aiming for 'average'
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` Use data to overcome 'one size fits all' ...and prioritise key moments to avoid drowning (and/or navigate silos)
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Holistic understanding
Change facilitation for all
Key moment prioritisation
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Systems thinkingDesigning for Government as a human system
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“Drug addiction is not the failing of an individual and no one person, no matter how tough, no matter how loving, can cure a drug addict - not even the addict.
It is only through understanding addiction as part of a larger set of influences and societal issues that one can begin to address it.”
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Context Matters!
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Components of a system =
Elements + interconnections + purpose
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Personal Barriers
Poor health and disability
Benefit System Barriers
Work-related Barriers
individual and structural
Social and Community
Barriers
Family Barriers
Mental illness and psychological distress
Learning disabilities
Substance abuse and
dependence
Attitudes
Criminal convictions
Transport problems
Caring for children
Caring for ill, elderly or disabled family
Attitudes
Domestic violence and
abuse
Geographic location
Lack of access to
social networks
Human capital deficits
Labour demand issues
Actual and perceived
discrimination
Ineffective job search
Lack of awareness
Financial disincentives to
employment
Inadequate social service support and case management
Source: Barriers to Employment among Long-term Beneficiaries: A review of recent international evidence
Susan G Singley
Designing for the needs of the human system
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Inclusive designDesigning an inclusive, non-biased future
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Experience-led Approach Problems Needs Opportunities Solutions
Explore Identi
fy Explore Identi
fy
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Search Scenarios
Quantity of Information
Getting a definitive answer Providing a user with an estimate Finding a document template Running a report Understanding an employee benefit
Analysing a range of information Educating users Interpreting a legal decision Providing a legal opinion Advising on a policy
Com
plex
ity o
f Inf
orm
atio
n
Designing for extremes
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Information
InteractionsUser
Context
Determines relevancy and permissions of information
to an individual user.
Context dictates what information is pulled and presented through the
interface based on a user interaction.
User Type Interface
Intelligence Layer
Information Journey
STARTStax DIP ESS Sitecore O365
Determines user intent and likely search
behaviours.
How the user interacts with the solution will be dependent on the information journey phase.
Experience Layer Overview
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Inclusive technologyEnablement through emerging tech and inclusive data
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Communication powered by technology
Creating moments that matter is all about communicating
meaningfully with users across all touchpoints…
…in the way users expect to interact with brands today.
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Expectations are being set cross-category. Digital is pushing the boundaries of globalisation and service delivery. Users now have global benchmarks
for how they play games, transfer money, use digital tools and apps. The benchmarks have one key trait: they are set across categories.
Industry leaders have set expectations at a level users want to see in everything they experience.
Experience trailblazers
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Trust
“Know me”
“Make it easy”
“Serve me” “Assist me”
“Engage me”
For people there appears to be a clear link between
customer experience and the trust and confidence
that government agencies and their respective
services. Where an experience is less than optimal,
the perception of lack of trust starts to emerge.
“ 85% of people believe that the quality of
their customer experience can increase or
decrease their trust in government. ”
- BCG
Anatomy of human expectations
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Customer experience led technology activates in 3 phases:
1. Define customer profiles and experiences desired along journey
2. Understands the people and processes that provide services
3. Designs technical architecture and data structure to support all
current and future experiences.
Integrating CX and Technology
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Data has a high level of interoperability with technology and
customers. It has a high level of value and comes with increased
expectations of protection but also use.
How might we use data dynamically and in real time to create
personalised communications and experiences?
Data
"Zero-party data is that which a customer intentionally and proactively shares with a brand.
It can include preference centre data, purchase intentions, personal context, and how the individual wants the brand to recognize [them].”
Forrester
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Simplify Personalise Contextualise Self Service Insight Creation Orchestration Automation
Data as an enabler
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Emerging Trends
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Employee Experience +
Customer Experience
From Communication to
Collaboration
Personalised Service Delivery
Human Experience +
Emerging Tech
Data Driven Needs Anticipation
& Actions
Human Experience Strategy
Integration of toolsContext + Insight
driven personalisation
Human Centred Innovation
Purpose Based Partnerships
Recommendations
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Key out takesCommunication with intent
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Holistic understanding Change facilitation for all Key moment prioritisation
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