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. This would then 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.

  • Drawing of a sign post with arms going left and right

    Route Inquiries to the right SME

  • Drawing of a phone with a love heart in the center

    Analyse and refine user experience

  • Drawing of a phone, tablet and desktop screen

    Customer centric interface design

  • Drawing of a mac os window with code symbols in the center

    Front-end templates for easy integration

What we did


  • Stakeholder Workshops

  • Competitive Research

  • User Journeys & Flows

  • Information Architecture

  • UX & UI Design

  • WCAG 2.1AA

  • Web Development


Fig 02: Project Responsibilities
Group of people in a meeting



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 within Australia and overseas. These insights were then used to lead the RMS stakeholder discovery workshops to establish all current and future requirements for both the RMS and their customers.

Using stakeholder workshops, desktop research and analytics, the team developed use cases, user flows and wireframes. Moderated user-testing sessions were conducted to identify issues, making sure the new solution was an improvement on the existing system. With the testing successfully complete, a modern interface and intuitive progression was designed. These were then translated into WCAG 2.1 AA accessibility compliant front-end templates and integrated with the existing website's infrastructure.

Fig 03: Workshop Participants
Feedback form component feedback type tiles step wireframes
Feedback form component select a location via a map step wireframes
Feedback form component describe the issue step wireframes
Feedback form component review your feedback step wireframes



From looking at customer feedback forms, the problem was simplifying the process of connecting the vast customer base (road, water, cycle and walking path users across all of NSW) to the 180 subject-matter experts, and getting a correct answer given the complexity of the enquiries. Helium needed to be hyper-vigilant to stay true to the vision of simplifying the form for customers and keeping the RMS data filtering and organisational structure on the back end.

Working with many stakeholders always presents challenges in getting buy-in for information hierarchy. The team needed to manage individual needs and ensure that end-user objectives were always put first.

Fig 03: Partial Form Wireframes


See It In Action

Fig 04: Feedback Form 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 the RMS's existing website. We developed the codebase so that it could be easily maintained and updated to incorporate any future back-office changes RMS would introduce.

View the RMS Feedback Form
Step where users can provide a location with their submission Fig 05: Inquiry Location Entry
Bounce Rate Reduction
Phone Call Reduction


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.

Fig 06: Dramatic Performance Improvements
"I highly recommend Helium for their high standard and professional digital work. This was a very high-profile project for the business with complex delivery and some unforeseen changes in requirements, which they handled extremely well."
Lindsay Phair Senior Digital Initiative Managers | Roads and Maritime Services