Customer Typologies

Client

NZ Transport Agency

Key skills

• Facilitation

• Prototyping

• Storyboarding

• Stakeholder Management

The challenge

Increase staff focus on customer outcomes.

The approach

A set of 7 customer typologies were identified and developed through an iterative process of customer research, testing and prototyping. They were based on the different aspects of customers and then merged through observation of customers and feedback from staff.

The outcome

These typologies were a tool for gaining empathy with the customer and understanding their needs. They were used within projects, design sprints and when training people new to the organisation.

Highlights

Helping to lead the shift towards a strong customer focus

Key collaborators

Daniel Whiting - Service Design

Ethan Amundsen - Graphic Design