LINH NGUYEN
Digital Product Designer

MOVING SERVICES RESEARCH

MOVING SERVICES RESEARCH

PROJECT DETAILS

Australia Post is the largest postal service provider in Australia. The Trusted Solutions Centre was the innovation hub at Australia Post, where our remit was to find opportunities to diversify Australia Post's offerings beyond postal services. The Trusted Solutions Centre consisted of different areas of focus, including Moving Services, which provided products and services that help consumers to move house.

MOVING SERVICES RESEARCH

PROJECT BRIEF

The Trusted Solutions Centre already had two successful products and services in the Moving Services area: Change of Address Notification, and Mail Redirection and Hold. I was tasked along with a researcher to help find more opportunities in the Moving Services area by conducting discovery and desirability research.

TEAM

  • Researcher
  • Product owner
  • Head of Product

CONTRIBUTIONS

  • Discovery research and contextual enquiries
  • Synthesis and analysis
  • Archetype creation
  • Customer journey mapping
  • Visual design of artefacts

DESIGN PROCESS

1. EMPATHISE

Given the large scope of Moving Services, to help focus our research, we gathered various stakeholders at Australia Post to conduct an assumptions and hypotheses workshop. Each participant was instructed to write down as many assumptions and hypotheses on post-its about the process of moving home, and together everyone prioritised which were the most important assumptions and hypotheses, and which were the least important.

We then wrote a research plan and script for customer research, and contracted an agency to conduct the recruitment of participants.

MOVING SERVICES RESEARCH
MOVING SERVICES RESEARCH
MOVING SERVICES RESEARCH
2. DEFINE

After completing the interviews, we conducted a round of affinity mapping to draw out themes and insights about the participants' experiences with moving house.

MOVING SERVICES RESEARCH

ARCHETYPES

By synthesising the notes, we found two main archetypes: Rushed and Non Urgent movers.

White boarding the two customer journey maps

White boarding the two customer journey maps

CUSTOMER JOURNEY MAPPING

We then created customer journey maps for both archetypes.

I then designed the customer journey maps in Sketch

I then designed the customer journey maps in Sketch

We also identified a subgroup within the Rushed Mover archetype: The Inexperienced Mover, in which their journey is documented in this journey map

We also identified a subgroup within the Rushed Mover archetype: The Inexperienced Mover, in which their journey is documented in this journey map

RESEARCH REPORT

Based on the findings, we created a research report. I then designed the research report in a 33 slide Keynote to present to stakeholders.

MOVING SERVICES RESEARCH
MOVING SERVICES RESEARCH
MOVING SERVICES RESEARCH
3. LEARNINGS AND RESULTS

Ultimately our team decided the opportunity areas were not strong enough to pursue. None of the participants were very receptive to any of the ideas suggested in the interviews as their responses were mostly indifferent. We saw this as a positive, since this meant we would not be spending time and resources pursuing opportunities that had little desirability.

Being tasked with such a broad area to research was daunting at first, but working closely with product owners, product managers and stakeholders helped narrow the focus. This was also one of my first forays into service design, and laid the groundwork for how to conduct discovery research, contextual enquiries, archetype creation and customer journey mapping. It helped me think more holistically in future projects, thinking outside of a customer's interaction with a product and more broadly about what else they are thinking, feeling, and doing.