MINISTRY OF HEALTH AND PREVENTION
Transforming customer experiences one service at a time
Taking a service design approach to drive an ambitious customer experience transformation programme.
Ministry of Health & Prevention’s Customer Experience Transformation
Ministry of health and prevention needed to find better ways to improve their services and address the challenges their users were facing in using their services. They also needed to meet requirements set by the PMO in delivering government services.Working with multiple types of users ranging from health professionals, Public Relations Officers (PROs) to business owners, Tribal Experience Service Design team ran highlighted several opportunities, redesigned multiple customer journeys.
Tribal experience design team delivered multiple projects as well as a UX Ecosystem along with multiple teams in MOHAP, resulting in MOHAP being awarded with 5-star PMO rating and being removed from PMO’s list of worst government services in 2023.Our work resulted in increased customer satisfaction and reduced costs as well as MOHAP embracing collaborative ways of working. It triggered further work through a new programme of work, transforming the remaining services in other parts of MOHAP. MOHAP also began adopting a customer-centric culture through our engagement as they gained a better understanding of who their users were and their needs.
Removed from Prime Minister’s Office (PMO) list of worst government services in 2023
Delivered a UXE Ecosystem to set standards of how services should be design & delivered
Increase in Prime Minister’s Office (PMO) Rating from 3 to 5 following PMO evaluation
Delivered a new Design system to improve design consistency and set standards which was widely adopted across MOHAP
43 Services redesigned to meet user needs
Increase in customer satisfaction
Improved accessibility
Triggered a wider eTransformation programme
Setting up standards and governance
To set the standards and govern how MOHAP delivers the best customer experience, we set up a User Experience Ecosystem which was made up of multidisciplinary teams involving User Researchers, UX designers, Service Designers and MOHAP staff. We also defined the ways of working and approach to redesigning customer experiences, coaching MOHAP teams on how to deliver inclusive and user-centred services.
Redesigning key customer experience
We redesigned multiple services starting with understanding the users and their needs through various user research activities such as 1-to-1 in depth interviews, shadowing, usability testing as well focus groups. We mapped out our findings onto journey maps and service blueprints highlighting the emotional journey and the relationships between users respectively.
Through design thinking sprints, we translated problems identified in the customer experience into opportunities which were developed further into service concepts that were tested with users. Based on findings from concept testing, we iterated our designs and shaped
Service Design projects fueled a wider eTransformation programme
We began working with MOHAP in 2021 setting up the UX Ecosystem and redesigning key customer journeys. We evolved our approach and toolkits to build inhouse customer experience and service design capability within MOHAP teams. We delivered those redesigned key customer journeys, triggering further work – eTransformation programme for the wider MOHAP teams, facilitated by Customer Happiness teams.
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