Case studies


The Brief

From 2012 to 2015 we worked closely with Telstra to help this major Australian company better understand its service experience and improve advocacy.


Working as a partner with Telstra’s Design Practice, we created and implemented a rigorous CX (customer experience) framework. Telstra applied it to help them:

  • Benchmark and track customer feedback and metrics over time, to identify gaps in the customer experience, monitor changes and recognise successesof the business of the biggest risks to advocacy and the mitigation required
  • Understand results and prioritise actions from ongoing CX research and testing activities

Ultimately, the framework enables Telstra to drive better business outcomes by understanding their customer needs better than ever, improving experiences, and ultimately measuring success.

Case study (Telstra)

The Brief

In the context of a changing and highly competitive education sector, Swinburne University of Technology had identified the need for a digital strategy to support the transformation of its website.


We were able to create personas with accompanying future state user journeys to support Swinburne’s view of how people could (or should) interact with their online channels. The resulting Digital Strategy and Roadmap contained recommendations relating to content, information architecture, features and functionality, social media and collaboration. We designed wireframes to show the new information architecture and built clickable prototypes to enable us to test interaction design concepts. The Digital Services team has applied the Digital Strategy and Roadmap to the website transformation and have progressively applied the proposed information architecture across the website in a phased approach.

Project: Swinburne University

The Brief

Eighteen month after launching its new website, RAA recognised that the site was not meeting its full potential in helping deliver on the strategic plan. The team was keen to understand issues standing in the way of members and other users of their website being able to more easily ‘self serve’.


It was clear that members value the “human touch” services of the RAA and being a part of a local organisation. We grouped our Future State Recommendations into themes that mirrored RAA’s business strategy, to help them prioritise different ‘pain points’ and to support the internal adoption of the initiatives. The roadmap included recommended projects to increase engagement with members, to adopt staff training programs for content and usability, and introduce personalised content for members.

Project: RAA

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