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EMPATHISING WITH CUSTOMERS
The core principle of Human-Centred Design is empathy. The goal of empathy is to understand the customer’s perspective – experience the customer’s world, ‘stand in their shoes’ to understand their experience with MDS, their needs, problems, hopes and fears, motivations, aspirations and even emotions.
As part of the Design research, we engaged with participants and families from a mixture of Centre-based, Mental Health and Pathways to Employment programs.
We conducted ethnographic observations including twelve empathic interviews and three focus groups. We primarily leveraged open ended questions to explore key interview themes in order to understand the ‘system’ and uncover customer insights to illuminate opportunities for MDS to improve the customer experience and achieve new growth. Below are the themes and indicative questions that were covered during the empathic interviews.
PARTICIPANT JOURNEYS
THE MEANING OF ‘SUPPORT’
DECISION MAKING CONSIDERATIONS
THE VALUE OF MDS TO THEM
EXPECTATIONS OF MDS
UNDERSTANDING OF MDS, ITS PROGRAMS AND NDIS
COMMUNICATION REQUIREMENTS AND EXPECTATIONS
PERSONAL GOALS
Commercial in confidence
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