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Customer Experience Design
Creating citizen-centered experiences
Virginia’s then-Secretary of Technology, Aneesh Chopra, (later Chief Technology Officer in the Federal Office of Science and Technology Policy) had the dual goal for state government agencies to drive better customer experiences while also enhancing productivity in state services delivery. The Virginia Employment Commission (VEC) presented an excellent opportunity to accomplish both goals through receipt of funding of $45 million from the Federal Labor Department to revamp its basic information technology (IT) systems.
A Request for Proposal (RFP) was under development but Chopra was skeptical that the full range of customer profiles and respective needs was being represented in the evolving software development requirements. His philosophy was that understanding and communicating desired customer outcomes rather than prescribing simple technical requirements would unleash unbounded creativity among VEC system integration vendors for delivering innovative and efficient responses to their upcoming RFP for the $45 million development effort. The client needed a customer-centered approach to reframe the challenge.
Motiv’s team went to work to understand the range of stakeholders in the agency’s system. Over thirty interviews were conducted with executives, employees in field offices and call centers across the state as well as a range of citizen types to develop a broad perspective of goals and priorities for the new IT system. Interviews and field research was synthesized; customer archetypes were developed along with their respective customer journey maps for how they used the system and what changes would improve their experiences. The culmination of the effort took place in a facilitated workshop that included key stakeholders in the development of the new IT system where innovative service concepts emerged to suit the needs of the citizen archetypes represented.
Motiv’s innovative process enrolled key stakeholders with initially disparate interests to work together towards a common goal. The research and workshop developed and refined key use case scenarios with several supporting potential solution concepts per scenario. These became an integral part of the RFP submitted to vendors who would be responsible for IT system optimization efforts. Key legal and operational opportunities were identified that had broad implications for statewide consideration. The team piloted a new innovation process for the State of Virginia which has been hailed by Chopra as a best practice for productivity enhancement as well as customer centricity at the state, and now, federal level.
|Becoming More Innovative||Creating Citizen-Centered Experiences|
|Getting Design to Thrive
||Improving the Grantee Experience|
|Finding the White Space||Building an Innovative Pipeline|
|Mastering a New Market Segment||Aligning for Success
PDF version: Creating Citizen-Centered Experiences
Our work often reveals specific segmentation models that inform strategies for how different types of customers will experience an offering.