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 mirror their organisational structures and processes into their customer interactions, which can lead 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.Launch Site
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.
Route Inquiries to the right SME
Analyse and refine user experience
Customer centric interface design
Front-end templates for easy integration
User Journeys & Flows
UX & UI Design
NSW DIGITAL DESIGN SYSTEM
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.
A SIMPLIFIED SYSTEM FOR A DIVERSE DATABASE WITH COMPLEX INQUIRIES
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.
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 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
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.