Understanding our customers: the role of research in the OneCX Program

Understanding our customers: the role of research in the OneCX Program

The OneCX Program vision is to create a more connected, accessible and inclusive future for all of NSW. To achieve this, we use research to understand our customers. We aim to create exceptional user experiences (UX) that meet customers' needs. 

The essence of great UX design lies in solving the right problem for the right customer with the right solution. Just as Henry Ford famously noted, if he had asked people what they wanted, they would have said a faster horse. Instead, he understood their underlying need. They wanted something faster and more convenient. This led to the invention of the motor vehicle. This highlights the importance of knowing who your customers are and what they need.

The power of research

The OneCX Program team works with agencies to identify who their customers are. Where required, we conduct research to better serve their needs. Research involves gathering information and data systematically to answer questions or solve problems. It's the key to understanding and empathising with our customers. We use quantitative and qualitative research methods to gather comprehensive and accurate insights.

Quantitative and qualitative research

Quantitative research involves collecting numerical data and analysing it using statistical methods. This includes experiments, data analyses and closed-ended surveys. It provides objective, generalisable results but may lack depth and context.

Qualitative research focuses on exploring experiences, thoughts, feelings, and behaviours. This is often through speaking with people. It includes interviews, focus groups and open-ended surveys. Qualitative research offers deep, detailed insights. Yet, on their own, these can be subjective and harder to generalise.

Rather than choosing one method over the other, we combine both. This helps to gather diverse findings that are both deep and detailed.

Sampling

Sampling is the process of selecting a small group of individuals from a larger population. This helps to draw conclusions about that population’s needs. For instance, if we want to understand what information and services preschool mothers use. Asking every mother would lead to accurate findings. However, it would be very expensive and time-consuming. Instead, we can ask a small, representative group to gain sufficiently accurate insights efficiently and affordably.

However, it's crucial to be mindful of the margin of error. This is the degree of uncertainty that what our sample says is true for the population. Tools like sample size calculators can help calculate this margin.

Our research methods

• Persona creation: develop detailed profiles of our key customer segments. Our research archetypes are citizens, businesses, visitors and public servants. Within these broad archetypes we have created a set of personas to represent a range of typical customers.
• Customer journey mapping: visualise the steps our customers take when interacting with our services.
• User interviews: conduct online interviews with people from across NSW to gain in-depth insights.
• Usability testing: assess how easily people can use our digital products.
• Card sorting: understand how people categorise and label information.
• Google Analytics data analysis: identify trends in how people use nsw.gov.au.
• Surveys: collect a range of insights from our customers.
• Heatmapping and session replays: observe how users interact with our digital platforms.
• Culturally and linguistically diverse (CALD) audiences: we also consider the needs for CALD audiences. Where relevant, we use in-language focus groups. Our 4 key languages are Mandarin, Cantonese, Vietnamese and Arabic.

Analyse the data to make sound design decisions

Once research is complete, we analyse the data and summarise the findings. These findings become the basis of our design decisions. 

We save all the research into a central repository. Labelled by topic, this helps other teams draw on existing knowledge. Aside from cost and resource savings, this helps to reduce duplication. 

We work with agencies to identify their customers and how to best service their needs. We design content based on the customer, and not the structure of government. Conducting research and learning about our customers, helps deliver on this focus. 

Want to learn more? 
Check out our previous blog on how our design and research teams work and learn together.