Service NSW Finance Companion
The ‘tell us once’ solution for people facing financial hardship
The Challenge
The Challenge
Role
Product Designer
Role
Product Designer
Timeframe
December 2022 (2 weeks)
Timeframe
December 2022 (2 weeks)
Tools
Figma, Illustrator, Canva, Miro
Tools
Figma, Illustrator, Canva, Miro
Many government agencies offer support for financially vulnerable customers. However, these services often require them to repeat their complex, traumatic situations. The lack of standardised definitions and processes for financial hardship makes accessing services time-consuming and burdensome. Consequently, customers struggle to prove eligibility, and access support services.
Many government agencies offer support for financially vulnerable customers. However, these services often require them to repeat their complex, traumatic situations. The lack of standardised definitions and processes for financial hardship makes accessing services time-consuming and burdensome. Consequently, customers struggle to prove eligibility, and access support services.
Service NSW came to us to provide recommendations to the problem with the question,
How might we develop a ‘tell us once’ solution that helps customers to understand, navigate and apply for financial hardship supports in a timely, fair and trusted way?
The Solution
A digital portal that makes it easier for customers to find and access financial aid across different channels through an archetype-based system, without even having to tell their story on first interactions. The portal is accessible to different agencies and maintains standardised criteria for financial hardship.
Background
Background
The project was a university collaboration with our partner Service NSW in a 2 week intensive sprint. I worked in a transdisciplinary team as the designer, collaboratively researching, identifying and creating our recommendations. I was also solely responsible for the conceptualisation to presentation of our front-end customer vision solution.
The project was a university collaboration with our partner Service NSW in a 2 week intensive sprint. I worked in a transdisciplinary team as the designer, collaboratively researching, identifying and creating our recommendations. I was also solely responsible for the conceptualisation to presentation of our front-end customer vision solution.
More than 888,000 people in NSW live with significant economic disadvantage – living below the poverty line, representing 13.3% of the total NSW population (NCOSS, 2019).
Assessing the definition of financial hardship
Assessing the definition of financial hardship
Research: Partner Discussion
Research: Partner Discussion
One of the underling issues with Service NSW’s current finance support agencies is the lack of a standardised definition for financial hardship. We discussed their evaluation of the term and their vision to gain an understanding of the customer’s situations, especially when evaluating criteria for our ideating stage.
One of the underling issues with Service NSW’s current finance support agencies is the lack of a standardised definition for financial hardship. We discussed their evaluation of the term and their vision to gain an understanding of the customer’s situations, especially when evaluating criteria for our ideating stage.
Customers facing either temporary or persistent hardships requires the solution to be adaptable to short-term and long-term support.
Insights from background
Insights from background
Research: Report Analysis
Research: Report Analysis
I investigated the data provided by Service NSW reports which focused on both customer and government research, and summarised my findings to identify the potential areas to intervene and improve.
I investigated the data provided by Service NSW reports which focused on both customer and government research, and summarised my findings to identify the potential areas to intervene and improve.
Understanding the customers' situations
Understanding the customers' situations
Research: User Personas
Research: User Personas
To help understand real customers’ needs, experiences and goals from their perspective, I drew from the customer and NGO interviews conducted by Service NSW. From there, I created user personas to guide my decision making for evaluating where to focus my ideation.
To help understand real customers’ needs, experiences and goals from their perspective, I drew from the customer and NGO interviews conducted by Service NSW. From there, I created user personas to guide my decision making for evaluating where to focus my ideation.
Customers want a streamlined process for navigating financial support in a centralised hub in which they can share their personal information they give consent to use.
Sharpening our focus
Sharpening our focus
Research: Insight Synthesis
Research: Insight Synthesis
Consolidating all of my research and understanding of the problem revealed two major points for intervention; customer vision and agency coordination.
Consolidating all of my research and understanding of the problem revealed two major points for intervention; customer vision and agency coordination.
*Due to shared IP and the purposes of this case study, this is all I can show for the agency coordination component of the solution.
*Due to shared IP and the purposes of this case study, this is all I can show for the agency coordination component of the solution.
Reframing what it means to ‘tell us once’
Reframing what it means to ‘tell us once’
Ideation: Abstraction Laddering
Ideation: Abstraction Laddering
The biggest concern and shock to me was customers having to tell their traumatic stories repetitively as they undergo a slow progress of shifting through different agencies for different financial support. With Service NSW having several ideas already, I pursued an unorthodox route and got rid of the equation all together. Instead of telling us once, why not having to tell them at all?
The biggest concern and shock to me was customers having to tell their traumatic stories repetitively as they undergo a slow progress of shifting through different agencies for different financial support. With Service NSW having several ideas already, I pursued an unorthodox route and got rid of the equation all together. Instead of telling us once, why not having to tell them at all?
Instead of telling their traumatic story, was there a way where Service NSW could support customers without a ‘story’ to begin with?
Instead of telling their traumatic story, was there a way where Service NSW could support customers without a ‘story’ to begin with?
A generalised approach to produce specialised interactions
A generalised approach to produce specialised interactions
Ideation: Cross-Industry Innovation
Ideation: Cross-Industry Innovation
Following my approach of abstracting from the problem and it’s context, I took inspiration from different industries and their solutions.
The Sacred Money Archetypes (SMA) system by Kendall Summer Hawk is a method that helps people understand their financial behaviours and unconscious behaviours. The Myers-Briggs Type Indicator (MBTI) has been used in companies such as IBM and Deloitte as a useful tool to help new employees adjust quickly in the workplace.
Following my approach of abstracting from the problem and it’s context, I took inspiration from different industries and their solutions.
The Sacred Money Archetypes (SMA) system by Kendall Summer Hawk is a method that helps people understand their financial behaviours and unconscious behaviours. The Myers-Briggs Type Indicator (MBTI) has been used in companies such as IBM and Deloitte as a useful tool to help new employees adjust quickly in the workplace.
Implementing an archetype-based system inspired by these methods , customers without telling their traumatic story, can identify which archetype(s) resonate with their situation. These can serve as first point criteria across agencies to help provide tailored responses and subsequently direction for support while reducing emotional burden.
Implementing an archetype-based system inspired by these methods , customers without telling their traumatic story, can identify which archetype(s) resonate with their situation. These can serve as first point criteria across agencies to help provide tailored responses and subsequently direction for support while reducing emotional burden.
A customer hub for insights and reduced detail sharing
A customer hub for insights and reduced detail sharing
Ideation: Backcasting
Ideation: Backcasting
When gradual disclosure of specific details are required, customer can store their personal information to be shared with their consent seamlessly across agencies through pre-populated forms. Backing this would be a software implementation in a digital portal, such as Adobe’s Customer Journey Analytics. Harnessing the power of data, AI, and machine learning, the connecting centralised hub could provide tailored pathways for support.
When gradual disclosure of specific details are required, customer can store their personal information to be shared with their consent seamlessly across agencies through pre-populated forms. Backing this would be a software implementation in a digital portal, such as Adobe’s Customer Journey Analytics. Harnessing the power of data, AI, and machine learning, the connecting centralised hub could provide tailored pathways for support.
By empowering frontline staff with real-time insights into customer interactions and history, we enable them to provide empathetic and informed assistance. Combined, knowing common challenges associated with each archetype allows support services to anticipate potential issues and provide preemptive guidance rather than reactive.
By empowering frontline staff with real-time insights into customer interactions and history, we enable them to provide empathetic and informed assistance. Combined, knowing common challenges associated with each archetype allows support services to anticipate potential issues and provide preemptive guidance rather than reactive.
Prototyping the basic overview
Prototyping the basic overview
Design: User Flow and Lo-Fi Wireframes
Design: User Flow and Lo-Fi Wireframes
Since this was an unorthodox approach to the problem space, I rapidly mapped out and designed the process of the system.
Since this was an unorthodox approach to the problem space, I rapidly mapped out and designed the process of the system.
Considerations and addressing concerns
Considerations and addressing concerns
Design: Usability Testing
Design: Usability Testing
I tested the concept with peers and stakeholders, and the key concern raised was the potential risk of:
Stereotyping: Using human representations can inadvertently reinforce stereotypes about who experiences certain financial situations.
Lack of inclusivity: It's challenging to create a set of visuals that truly represents the diversity of people facing financial struggles.
Potential for triggering: Images of people in distress could be triggering for individuals who have experienced trauma related to financial hardship.
I addressed these concerns immediately and iterated on new archetype visuals, focusing and finalising on abstract representations.
I tested the concept with peers and stakeholders, and the key concern raised was the potential risk of:
Stereotyping: Using human representations can inadvertently reinforce stereotypes about who experiences certain financial situations.
Lack of inclusivity: It's challenging to create a set of visuals that truly represents the diversity of people facing financial struggles.
Potential for triggering: Images of people in distress could be triggering for individuals who have experienced trauma related to financial hardship.
I addressed these concerns immediately and iterated on new archetype visuals, focusing and finalising on abstract representations.
Final Designs
Final Designs
Home Page - Archetype Preview - Portal - Survey
Home Page - Archetype Preview - Portal - Survey
Design Outcome
Design Outcome
Result
Result
The team produced a digital prototype and framework, and presented our work to Service NSW. We showcased a demonstration of the archetype-based selection system and how it could be applied both online, or in Service NSW centres with front-line staff. We received praise for the unique approach for the recommendation and it’s benefit for both staff and customers.
The team produced a digital prototype and framework, and presented our work to Service NSW. We showcased a demonstration of the archetype-based selection system and how it could be applied both online, or in Service NSW centres with front-line staff. We received praise for the unique approach for the recommendation and it’s benefit for both staff and customers.
Service NSW took all recommendations from the cohort as they continue to develop their customer vision development towards 2030.
Reflecting on the project
Reflecting on the project
Tackling a challenge for Service NSW was such a great opportunity to participate in. It gave the project stakes and a sense of realism compared to standard theoretic university projects. However, it was an intensive 2 week sprint and new learnings were discovered along the way.
Working with uncertainty of our contributions
When approaching the problem, it was difficult to understand what differences or ideas myself and the team could contribute. They had their own research and preliminary concepts solutions. However, I took it as a challenge to really try to reframe how they could approach the problem and I believe landed on a surprising result.
Avoiding bias when it comes it your own idea
When I came up with the archetype-based feature for the (name of solution), like many designers, clung to the idea. But I knew the initial concept required refinement and evaluation of it’s potential and simultaneous flaws. By breaking it down further with the team and testing with stakeholders, it became more structured and practical.
Developing more in-depth information
Due to the short nature of the project, the final recommendation was focused on showing the concept and how it worked rather than the information itself. If I were to have more time on the project, I would prioritise time in researching and creating more thorough archetypes with Service NSW that properly reflected potential types of customers and their situation.
Tackling a challenge for Service NSW was such a great opportunity to participate in. It gave the project stakes and a sense of realism compared to standard theoretic university projects. However, it was an intensive 2 week sprint and new learnings were discovered along the way.
Working with uncertainty of our contributions
When approaching the problem, it was difficult to understand what differences or ideas myself and the team could contribute. They had their own research and preliminary concepts solutions. However, I took it as a challenge to really try to reframe how they could approach the problem and I believe landed on a surprising result.
Avoiding bias when it comes it your own idea
When I came up with the archetype-based feature for the (name of solution), like many designers, clung to the idea. But I knew the initial concept required refinement and evaluation of it’s potential and simultaneous flaws. By breaking it down further with the team and testing with stakeholders, it became more structured and practical.
Developing more in-depth information
Due to the short nature of the project, the final recommendation was focused on showing the concept and how it worked rather than the information itself. If I were to have more time on the project, I would prioritise time in researching and creating more thorough archetypes with Service NSW that properly reflected potential types of customers and their situation.
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