Feedback Form
With an organisation as large as Road and Maritime Services (RMS), it can be a challenge to make sure customer’s needs are always put first. Government agencies can project their organisational structures and processes into their customer interactions, leading to customer confusion and slow response times from staff. When a customer contacts the RMS, they’re typically looking to solve a single problem as quickly as possible.
Improve a customer experience
The primary objective for this project was to review and improve the RMS customer feedback form. The client wanted to improve the user experience and have customers find the information they’re looking for in as few clicks as possible. The goal was to reduce the number of inbound phone calls to the call centre, directly reducing operational costs.
The undertaking was huge: Over 100,000 annual inquiries, needing to be addressed by one of 180 subject matter experts (SME) within the organisation.
Route inquiries to the Right SME
Analyse and refine user experience
Customer centric interface design
Front-end templates for easy integration
Responsibilities
Stakeholder Workshops
Competitive Research
User Journeys & Flows
Information Architecture
UX & UI Design
WCAG 2.1AA
Web Development
Workshop
Collaboration and user-testing to future proof the solution
Helium conducted an audit of the existing form and workflows, as well as looking at comparable sites both within Australia and overseas. These insights were then used to lead RMS stakeholder workshops, to establish all current and future requirements for RMS and their customers.
Helium undertook stakeholder workshops, desktop research and analytics, to developed detailed use cases, user flows and wireframes. Moderated user-testing sessions were conducted to identify issues, ensuring that the new solution improved on the existing system. With the testing successfully completed, a modern interface and intuitive flow was designed. Designs were translated into WCAG 2.1 AA accessibility compliant front-end templates, which were then integrated with the existing website's infrastructure.
A Simplified system for a diverse database with complex inquiries
A main challenge of the project was simplifying the process of connecting the vast customer base (water-way, road, cycling and walking path users across all of NSW) to the 180 subject-matter experts, and then surfacing accurate information given the complexity of the enquiries. Helium needed to be hyper-vigilant to the vision of simplifying the form for customers, and keeping RMS data filtering and organisational structure hidden behind the scenes.
Working with many stakeholders presented challenges in getting buy-in on information hierarchy. The Helium team needed to manage individual needs and ensure that end-user objectives were always put first.
See it in action
A new form, integrated into an existing website, that’s easily adaptable for the future
Helium delivered a standalone customer feedback form that could be integrated into RMS's existing website. Helium developed the codebase to be easily updated and maintained, to incorporate any future back-office changes RMS might introduce.
An efficient feedback form can reduce costs across the board
Data and analytics show a decrease in bounce rate of 31.5% across the Contact pages and a 40.6% reduction in users going to the Phone Contacts page to log their feedback. This in turn has reduced the impact to the call centre.
