Over 15 years professional experience in the design industry including user experience design, service design, product design, design strategy and design management.
Over 10 years experience in design education including course programming, content development and delivery, and workshop facilitation.
Drive with State Transit had its inception in an innovation incubator run in partnership between Symplicit and Transport for NSW. My role in the incubator program was to lead a team of TfNSW stakeholders through a 2 week cycle of research and design activities aimed at solving a specific problem with recruitment of bus drivers for Sydney's Northern beaches region:
The first week of the cycle aimed to validate the problem statement through stakeholder workshops (including Lean Canvas and CVP Canvas activities), interviews with SMEs and potential candidates for the role of bus driver and an Observation Day at Brookvale Bus Depot:
The research led to the synthesis of clear themes that began to redefine the original problem statement and allowed the team to develop personas and map the current customer journey highlighting the pain points for customers in the application process:
By the end of Week 1 of the cycle, the team was better able to better understand the problem to be solved and redefined the problem statement:
Rapid ideation early in the second week resulted in an initial roadmap of solutions which aimed to expedite the application process through early and constant engagement with applicants and candidates:
A value proposition and a concept were developed for testing which aimed to engage candidates through new online channels by registering for an in-depot experience which would include simulated driving experience for early driver assessment and an initial job offers on the day:
Testing with potential bus driver candidates validated the solution and allowed the team to develop a more detailed roadmap and future state customer journey map:
Showcasing the proposed solutions and CVP resulted in the project quickly finding a sponsor within State Transit, leading to the formation of a project team comprised of Transport crew and Symplicit designers and developers:
Both online and offline experiences were planned simultaneously with digital channels being key to initial engagement with potential candidates. Taking the website from concept into first iteration required a structure that was optimised for search. Content had to be organised and presented around a multipage site structure while integrating third-party CRM tools:
Rapid iterations of the website design factored in responsive layouts, accessibility compliance and brand guidelines:
The Drive With State Transit website was launched in early September 2017 to support and manage the rollout of the Open Day program. The site immedicately exceeded expectations in its ability to generate leads and expedite recruitment of bus driver candidates soon after launch:
9Now is an AVoD streaming service designed and built for the Nine Entertainment Company, streaming both on-demand and live video content from TV channels 9, 9Go, 9Gem and 9Life.As UX Design Principle for Nine Digital (formerly Mi9), I managed a cross-functional design team responsible for delivering the design of the 9Now product and service across multiple platforms including web, native and connected (OTT) devices.
9Now was designed to supercede 9Jumpin, the original AVoD service for Channel 9 content that combined catch-up services with complimentary content in the form of articles, image galleries and cast profiles for popular Channel 9 TV shows.
A key problem for 9Jumpin as a product was the inconsistent user experience across platforms. This co-incided with a need to integrate broadcast and on-demand systems (along with advertising services and ratings analytics) as digital gained traction over traditional broadcast services. Design, technology and product teams collaborated to understand the challenges and opportunities in integrating broadcast and on-demand systems.
Preliminary changes to the 9Jumpin product began with an understanding of the user pain points in the iOS app. Guerilla testing with a prototype allowed the design team to validate the IA and core functional jobs of the product. The initial design principle behind the redesign was "the shortest path to watch an episode of your favourite TV show".
A major pain point for users of 9Jumpin was disruption to playback due to interstitial video advertising or failure of the video stream. This prototype prioritised a redesign of the playback experience that gracefully managed disruption with the hypothesis that by giving users a channel to immediately provide feedback in the context of disruption, not only could we capture valuable feedback to improve the service.
While this prototype was being refined, the scope for a re-design widened to include delivery of AVoD services across all major platforms and devices including iOS, Android, web, and OTT devices, with single sign-on allowing a user to move easily across platforms. High fidelity concepts of future states based on a value proposition that included live events were crucial to gaining sponsorship from senior stakeholders.
Discovery efforts gained a better understanding of how the product might be experienced across all platforms and use cases. Key design challenges included:
Themes were defined and developed to help teams manage design delivery agnostic of platform. These included: navigation, personalisation, discovery, search and watch (playback). The design team worked together with brand, product and development teams to create a design system that allowed us to rapidly prototype the experience and better understand issues with surfacing assets and data across platforms and how users interact with content.
The workflow allowed us to implement solutions across multiple streams of work, easily meeting the (somewhat aggressive) timeline that had been set for us. Post-launch, the design solution was validated as it gracefully scaled to integrate new channels and features, and analytics showed video stream targets were being met. To date, the design strategy, roadmap and back log conintues to be validated as new teams continue to deploy the designs created by the original teams.
The Future Transport Innovation Incubator was a twelve month program of incubation workshops developed and delivered through a partnership between Symplicit and Future Transport. The workshop program consisted of 2 week cycles of research and design activities that attempted to identify and solve real problems for Transport agencies by introducing agency team members to user centered design methodologies:
Methodologies covered in the workshops included landscape reviews, customer interviews and contextual inquiries, current and ideal state mapping, persona development, problem definition and opportunity statements, sketching and storyboarding, concept prototyping and testing, roadmap planning and prioritisation, and design storytelling through a final showcase presented to potential agency sponsors:
Problems addressed by teams in the program covered a broad range of issues including policy creation, regional transport, knowledgement management, cross-team collaboration, project visibility, activity based working, delegations and many more. A typical example of the types of problems examined was the following problem brought forward by Sydney Trains which related to crew rostering:
Week 1 of the sprint saw the team I was leading try understand if this was in fact a problem to be solved through a process of landscape reviews, Subject Matter Expert interviews, crew interviews and observation days with rostering officers:
This phase of discovery allowed the team to map out the key personas for train crew and rostering officers, their pain points, and the current state of their journey through the rostering process:
A week of research and analysis led to a redefinition of the original problem statement:
The team recognised an opportunity to develop a solution strategy that would maximise visibility of shift preferences for crew and thereby minimise day of operations management for rostering officers. A future state journey map was developed around this strategy:
Rapid ideation early in the second week resulted in the creation of prototypes for preference management tools and development of hypothoses that were then tested on train crew and rostering officers:
Concept testing validated the hypotheses allowing the team to build a roadmap and business case for the development of tools to help crew and rostering officers manage shift preferences:
At completion of the sprint, the research and solutions were showcased to potential sponsors for implementation of the project within Sydney Trains and was well received. The solution was handed over to the Future Transport Lean Team for further refinement and internal pitching.