CX Research & Design
The existing Digital Identity Exchange experience has several shortcomings related to onboarding new customers and reusing an existing identity. Our task is to create an experience that introduces and supports the use of Digital Identity effectively.
Final recommended experience
Over five rounds of design iteration and testing, our focus was to repair an existing experience that left many customers with little understanding or trust in Digital Identity and its benefits.
To validate our hypotheses, rapid prototypes were developed for each round of customer testing. We recruited 12–14 participants from diverse national demographics for each round.
Regular interviews and testing with real customers captured valuable feedback that informed insights and allowed us to iterate the customer experience. This process helped us identify and address various emerging pain points and challenges related to service design strategy, interaction patterns, and technical limitations.
Customer Journey Mapping
Customer Interviews
Prototype Testing
myGov > Digital Identity Service & System Map
Regular customer interviews and testing captured valuable feedback that informed iterative improvements to the customer experience.
Initial insights led to exploring multiple options for a tutorial to onboard new users and improve access to helpful resources. We identified terminology and assumptions around mental models as the primary source of pain points, shifting our focus to UX content development to better communicate the benefits and use cases of Digital Identity.
The outcomes of our testing validated most of our hypotheses, uncovering valuable insights for our final recommendations to Services Australia:
1. Optional Tutorial Focused on 'Why'
New users lacked understanding of Digital Identity, its benefits, and its security. Testing demonstrated the value of a simple tutorial to help users grasp the purpose and advantages of Digital Identity.
2. Better Access to Simple Help
Although a dedicated website showcases Digital Identity, it doesn't address immediate user needs. We recommended rewriting help panel content in plain language, using concise and accessible information for those with limited digital literacy.
3. Faster Re-use
Streamlining the re-use process for existing users proved crucial to driving engagement and adoption of the product.
