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
   

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   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
   

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   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
   

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   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
   

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   A  bit  about...   Insights  
   Understanding   Principles   The  Solu8on  
   Lessons  
   Learned  
   The  Brief  
   

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   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  
   

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   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  
   

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   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
   

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   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
   

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    A  bit  about...   Principles   The  Solu8on  
    Lessons  
    Learned  
    The  Brief   Understanding   Insights  
    Page 10
    Installa8on  &  Ac8va8on  
    

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    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
    

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    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
    

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    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
    

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    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
    

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    A  bit  about...  
    Lessons  
    Learned  
    The  Brief   Understanding   Insights   Principles   The  SoluBon  
    Page 15
    FROM....   TO....  
    

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    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.  
    

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    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
    

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    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  
    

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    Thank  you...  
    Katrina Harrison (@trinaharrison)  
    Customer Focused Design Manager
    

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