Land & property services Northern ireland
The Project
The Land & Property Services of Northern Ireland, a division of the Department of Finance, recently completed a customer strategy plan to use service design methodology to improve services for customers while improving internal processes.
The Team
My company was brought in during the middle of this strategy plan that PA Consulting was running. Working with PA, we brought a UX and service design lens to the project by focusing on customer behaviours and needs.
The process
User definition - Current customer experience research - Future state processes
Understanding the current experience
Top three personas of people who interact with the LPS
My role began by examining the current process that various people go through when they interact with LPS. I determined key personas to work from by conducting internal workshops and they included first-time buyers registering with LPS, those seeking revaluations of properties and landlords.
Research activites
Customer interviews, call-centre listening, workshops and surveys equipped us to craft user journeys, highlighting the issues that users were facing along the way. We paired this customer output with mental models which enabled us to break down how customers perceive LPS and what they are thinking and expect when they go through their respective journeys. From an organisational point of view, we created service blueprints which gave insight into the processes within LPS, and mapped this on to customer actions.. We considered front and backstage interactions and processes that happen within the LPS.
Research methods used
Analytics review
Customer interviews
Customer survey
Remote user testing
Moderated user testing
Competitive analysis
Internal workshops
Internal observation
Staff informal interviews
Call centre listening
Heuristic analysis
Current experience map work in progress
Current state mental models
Journey map
Journey map explaining the process a user goes through to get a revaluations on their rates. This map details the process, their feelings, what they are thinking and barriers in their journey.
Service blueprints
Service blueprints visualises the relationships between different service components and processes — that are directly tied to touchpoints in a specific customer journey.
Future processes
We used our research to advise LPS on how they should strive to deliver their digital services in the future. We created similar forward-looking outputs as the previous stage: for example, customer experience maps explored how our personas should ideally and realistically be interacting withLPS. This process encompassed the whole service that LPS provided and not just the website or digital touchpoints that customers may interact with.
Future state experience maps
Outcome
This project was part of the wider digital solution for the LPS, however as there is a push to integrate design thinking and service design methodologies I did have the opportunity to present our findings to a large working group. This gave me the chance to frame all of our research and out findings, whilst educating the group about service desk
