Designing for everyone: An NBN case study

How do you build a single customer-centric solution for every home and business in Australia – that’s 11 million premises and 22 million users – all with differing needs? Using lessons from her time at NBN Co, Katrina will share her experience applying design methodology to evolve customer experiences and product design, and the principles that guided the first evolution of their user equipment.
By Katrina Harrison, NBN Co.
Presented at Customer Exprience 2013

Transcript

1. This document sets out NBN Co’s proposals in respect of certain aspects of the National Broadband Network. The contents of this document represent NBN Co’s current position on the subject matter of this document. The contents of this document should not be relied upon by our stakeholders (or any other persons) as representing NBN Co’s final position on the subject matter of this document, except where stated otherwise. NBN Co’s position on the subject matter of this document may also be impacted by legislative and regulatory developments in respect of the National Broadband Network. UNCLASSIFIED | © NBN Co 2013 Designing for Everyone An NBN Case Study Katrina Harrison – Customer Focused Design Manager Customer Experience Australia Conference, May 2013 - Twitter: @trinaharrison
2. UNCLASSIFIED | © NBN Co 2013 Page 2 The  Brief   A  bit  about...   Insights   Understanding   Principles   The  Solu8on   Lessons   Learned   What is it? A once in a generation upgrade of Australia’s telecommunications infrastructure. A wholesale-only, open access network that is being built to bring high speed broadband and telephone services within the reach of all Australian premises . Connecting: Technology: •  Up to 93% of premises: Fibre to the Home •  7% of premises: Fixed Wireless or Satellite Our Customers: Telephone & Internet Service Providers
3. UNCLASSIFIED | © NBN Co 2013 Page 3 By  the  end  of  the  Fibre  rollout…     But  just  18  months  ago...   A  bit  about...   Insights   Understanding   Principles   The  Solu8on   Lessons   Learned   The  Brief   ? 13 million premises 250,000km of Fibre speeds 1GBPS
4. UNCLASSIFIED | © NBN Co 2013 Page 4 It’s a cracker! It is less expensive, faster, more reliable… The speed just hits you in the face! It has really increased my ease of use of the internet – I find that I am using it more and more The speed and reliability are second-to-none Don't want to go back to ADSL or Cable ever again Future potential of service is exciting - will be a must have for most households A  bit  about...   Insights   Understanding   Principles   The  Solu8on   Lessons   Learned   The  Brief   These statements are from some of our end users. Of course, end user experiences may vary and will depend on a number of factors including the quality of their equipment, software, in-premises connection and the broadband plan offered by their ISPs
5. UNCLASSIFIED | © NBN Co 2013 Page 5 A  bit  about...   Insights   Understanding   Principles   The  Solu8on   Lessons   Learned   The  Brief  
6. UNCLASSIFIED | © NBN Co 2013 Page 6 A  bit  about...   Insights   Understanding   Principles   The  Solu8on   Lessons   Learned   The  Brief   I  didn’t  expect  so   much  equipment   How  do  I  figure  out   where  it  all  gets   plugged  in?   It’s  a  bit  bulky   The Problem Frame: What can NBN Co do to increase user satisfaction during the installation of the NBN, particularly in relation to the user equipment? It’s  not  very  user   friendly  
7. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   Insights   Principles   The  Solu8on   Lessons   Learned   The  Brief   Understanding   Page 7 It’s  hard  to   get   informa8on   on  the  whole   journey   Users Focus groups with consumers User- generated content Document reviews Installer shadowing SMEs It’s  a  bit   disappoin8ng   I’ll  put  it  in   my  garage   Who  is  installing  it?   Can  I  tell  them   where  I  want  it?   Put  it   outside   Whirlpool   Blogs   TwiKer   I    wouldn’t  need   the  baKery   backup,  so  I   wouldn’t  want  it   installed  
8. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   Insights   Principles   The  Solu8on   Lessons   Learned   The  Brief   Understanding   Outcome: Emerging themes Page 8 Who is our User? Needs and expectations The context of their environment Their relationship with NBN at different stages The role of other stakeholders External influencers Information Processes Relationships Home Environment Role of Technology Personal Context
9. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   Principles   The  Solu8on   Lessons   Learned   The  Brief   Understanding   Insights   It’s not just another utility Users expect to have a say in the appearance of the equipment inside their home "   Location "   Aesthetics "   Expectations "   Information & messages "   Usability and interaction Page 9 1 2 3 Choice Vision of the future Sources of truth/trust
10. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   Principles   The  Solu8on   Lessons   Learned   The  Brief   Understanding   Insights   Page 10 Installa8on  &  Ac8va8on  
11. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   The  Solu8on   Lessons   Learned   The  Brief   Understanding   Insights   Principles   Page 11 Quick wins   Information & messages- sources of truth   Expectations Addressing ‘Choice’   Location   ‘Optional’ Battery Redesign & Building a ‘Vision’ "   Usability and interaction "   Aesthetics
12. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   The  Solu8on   Lessons   Learned   The  Brief   Understanding   Insights   Principles   Page 12 5 Principles Aesthetics/ Impact Usability Safety Integrated Solution Appropriate for everyone
13. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   The  Solu8on   Lessons   Learned   The  Brief   Understanding   Insights   Principles   Page 13 Aesthetics/ Impact Usability Safety Integrated Solution Appropriate for everyone 5 Principles
14. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   Lessons   Learned   The  Brief   Understanding   Insights   Principles   The  SoluBon   Page 14 Cover Outside Box Redesign the equipment Extended bracket Enclosure Enclosure Enclosure (Final Solution) Method 1 Method 3 Method 5 Method 4 Method 2
15. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   Lessons   Learned   The  Brief   Understanding   Insights   Principles   The  SoluBon   Page 15 FROM....   TO....  
16. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   Lessons   Learned   The  Brief   Understanding   Insights   Principles   The  SoluBon   Page 16 For  me,  I  am  just  glad  to  have   the  fast  internet.  I  don’t  care   what  it  looks  like.  The  value  of   the  case  is  more  of  a  safety   thing;  I  think  that’s  what’s   important.   I  can  see  this  going  in  every   home  and  it’s  just  there  on  the   wall,  you  wouldn’t  noBce  it.   The  cases  aren’t  as  small  as   the  bits  on  their  own  but  at   least  it  is  all  combined  and   Bdy.  
17. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   The  Brief   Understanding   Insights   Principles   The  Solu8on   Lessons   Learned   journey... nd eat Page 17 The Brief Understanding Insights Principles The Solution Continuous Improvement
18. UNCLASSIFIED | © NBN Co 2013 A  bit  about...   The  Brief   Understanding   Insights   Principles   The  Solu8on   Lessons   Learned   Page 18 Change  takes  8me...   and  persistence   Be  the  champion  of   your  design   principles  and  use   the  voice  of  your   customer   ...and  everyone  loves     baked  goods!   Trust  in  the  process   Don’t  underes8mate   the  power  of  the  liKle   wins   Don’t  forget  about  the   big  picture:  our   objec8ves  and  mission  
19. UNCLASSIFIED | © NBN Co 2013 Page 19 Thank  you...   Katrina Harrison (@trinaharrison)   Customer Focused Design Manager