PROJECT OVERVIEW
In a 12-week service design sprint, our team collaborated with Service NSW to enhance the digital customer experience, focusing on enabling seamless transactions and improving the overall usability of their website. The project aimed to transform key service journeys, making them more intuitive and efficient. This initiative was part of a larger effort to transition Service NSW to a "digital-first" model, providing accessible and streamlined services to the public.

THE CHALLENGE
Service NSW, a central hub for government services in New South Wales, faced the challenge of optimizing its digital platform to better serve its users - specifically to bring MyRTA services online. The existing website navigation and transaction flows were complex, leading to user frustration and high call centre volumes. Our task was to identify key pain points and redesign the user experience to be simple, consistent, and user-centric.
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OUR APPROACH
A 12 week fully immersive sprint onsite with the Service NSW team grounded in a five phase methodology: Generate, Define, Fabricate, Iterate & Document.

Generate: We began with an extensive discovery phase, conducting a thorough review of existing analytics, performing accessibility and usability audits, and analyzing heat maps of the Service NSW homepage. This was complemented by in-depth customer development interviews & surveys (end users) who were engaged both online & at physical serviceNSW centers, as well as stakeholder co-design sessions, to build a comprehensive understanding of the user context and pain points.
Define: The insights gathered were synthesized to define clear design principles and customer personas. This allowed us to map out current and future state service design blueprints, illustrating the complete end-to-end journey for key transactions like "Renewing a Driver's License." The focus was on creating a shared understanding of the problems to be solved. A large portion of this work was completed onsite at ServiceNSW in a war room created to ensure stakeholders were fully engaged for the 12 week sprint. 
Fabricate: With a clear direction, we moved into the prototyping phase. We developed wireframes and interactive prototypes for a new website navigation system and redesigned transaction funnels. This included a complete overhaul of the driver's license renewal process, focusing on a simplified, step-by-step journey.
Iterate: We conducted multiple rounds of user testing with the prototypes, gathering feedback to refine and improve the designs. This iterative process ensured that our final solutions were not only functional but also intuitive and genuinely helpful to the end user.
Document: All findings, designs, and recommendations were meticulously documented to provide a clear roadmap for implementation. This included detailed service design blueprints, brand/UI guidelines, wireframes, customer journeys and a comprehensive transaction funnel analysis in the final presentation deck