SEA

Problem

Business problem: The existing provider platform did not effectively support the delivery of SEA services. Much of the service delivery occurred outside the system, often relying on external tools and platforms, which created significant administrative burden both within and beyond the system. Additionally, there was limited visibility into which aspects of the SEA service delivered the most value to participants, as well as a lack of clarity around any existing issues across the service.

User problem: Providers and Participants often lacked a clear understanding of the individual SEA service offerings, which contributed to fragmented and inefficient delivery.

The Hypothesis

How might we better improve the SEA service experience for both Providers and Participants, that also takes advantage of the new platform capabilities, so that we may better support current and future project delivery. 

What we wanted to learn

We set out to understand the current SEA service delivery experience, identify key challenges, and explore opportunities for improvement. Our key research goals included:

1. Understanding the current experience

   • Identify why the existing platform does not fully support Providers and Participants.

   • Determine which parts of the SEA service could be transitioned online.

   • Uncover key pain points experienced by both Providers and Participants.

2. Exploring Provider workflows

   • Map the current process for delivering each service.

   • Understand how Providers decide which service to book Participants into, and at what stage.

   • Identify the value each service provides to Participants.

3. Testing proposed designs

   • Assess whether the proposed workflows align with existing Provider processes and goals.

   • Validate through usability testing that the designs effectively support Provider workflows.

4. Identifying opportunities

   • Highlight existing pain points within the platform.

   • Uncover opportunities to improve efficiency, usability, and the overall service experience.

The Approach

I led user research with Providers of the Self-Employment Assistance (SEA) program to understand the current-state service experience for individuals seeking to start or grow their business. This included conducting in-person interviews across Australia (WA, QLD, VIC, and NSW) to uncover Provider pain points and opportunities for improvement.

The research findings and insights were consolidated into a detailed report with recommendations to guide future enhancements to the case management portal and inform policy considerations. I collaborated closely with UX Designers to ensure insights were translated into actionable design outcomes.

1. Research Planning and Approvals

   • Secured research and internal approvals.

   • Developed a comprehensive research plan outlining goals, methodology, and budget.

2. Discovery and Engagement

   • Conducted discovery sessions with DEWR Provider Leads to understand program operations, processes, and pain points.

   • Designed and launched an opt-in survey within the Provider Portal to recruit SEA Providers for both virtual and in-person research.

3. Field Research and Interviews

   • Scheduled and conducted online and in-person interviews across NSW, QLD, WA, and VIC.

   • Captured insights on Provider workflows, challenges, and service delivery experiences.

4. Usability Testing and Analysis

   • Facilitated usability testing sessions to evaluate proposed designs and their alignment with Provider needs.

   • Synthesised findings into a high-level research report with detailed insights and recommendations.

The Impact

Developed a set of targeted recommendations to enhance service delivery and improve the overall SEA program experience for both Providers and Participants.

1. Improve Visibility

   • Increase visibility of new referrals within ESS.

   • Enhance transparency across the participant lifecycle, enabling Providers to track progress at each stage.

2. Strengthen Participant Engagement

   • Reduce administrative burden for both Participants and Providers to enable more meaningful engagement.

   • Introduce improved system alerts and notifications to encourage timely participant actions and ongoing engagement.

3. Enhance Compliance Support

   • Ensure the system effectively supports both Providers and Participants in meeting compliance requirements.

   • Improve communication and guidance to Providers on what is required to remain compliant.

4. Build Confidence in Data

   • Improve the perceived accuracy and reliability of data to increase trust and engagement with the platform.

5. Identify Opportunities for Service Enhancement

   • Highlighted aspects of the service that could be transitioned online for greater efficiency.

   • Defined the perceived value of each of the six SEA service offerings from both Provider and Participant perspectives, identifying clear opportunities for improvement.

Why it Matters

The business was unaware that Providers were relying on external systems to deliver SEA services effectively due to limitations of the existing platform. This reliance created inefficiencies and affected participants’ ability to smoothly onboard into the program. The research uncovered these challenges, leading to quick wins that improved current service delivery and informed future policy and platform enhancements.