Customer Experience - New Value Creation - Build Capability

Creating a positive digital experience for customers of The Victorian Government

Enabling the Government to design and deliver better information and services for their customers.


The Victorian Government Digital Engagement team engaged Huddle to help deliberately differentiate their service experience while creating operational efficiency. The challenge—to enable Government stakeholders to design and deliver better information and services.

In 2014, the Victorian Government released the ICT Strategy and Digital Strategy that focused on improving the customer experience through the use of digital channels first. In order to achieve the goals in this strategy, the Digital Engagement team asked Huddle to help them better understand their customers and how to use a more customer-centred approach to the design and delivery of Government information and services.

They also wanted to drive promotion of an enhanced cross-departmental and customer-collaboration approach to the design of information and in the way the team will operate across Victorian Government agencies.


Huddle ran both customer and organisational research phases. Huddle worked closely with Victorian Government stakeholders to gather both customer and organisational insights to build a service design toolkit. Design techniques such as customer journey mapping and scenarios, iterative prototyping, organisational interviews and generative workshops were used to gather the information needed for the project.


The outcome for the Digital Engagement team was a greater understanding of Victorians’ needs and behaviours and of how the design and delivery of information and services needed to be improved. Alongside this, cross-departmental stakeholders collaborated to learn an d iterate service design tools enabling greater customer-centricity in the future. 

The Digital Engagement team now have an understanding of how they can create more positive experiences for their customers, the tools they need to start this process and a common language with which to talk about customer-centred service delivery.

“... not only have you delivered a great piece of research... you have helped start pushing the change in hearts and minds.”

Vic Government