Designing Better Digital Health Experiences for all Australians

The ADHA operates in a complex ecosystem of government, regulators, clinicians, healthcare providers, health funds, technology suppliers and citizens, amongst others. All players in the ecosystem are ‘customers’ of ADHA - people and organisations that may directly or indirectly benefit or be impacted by ADHA's activities - and the challenge existed in designing services in the face of these competing needs and values that also holistically and comprehensively considered them.

We developed a CX Toolkit that equipped The ADHA to apply a customer-centric lens to all their initiatives. It provides an enduring framework for empathy-building, idea generation, idea qualification, and experience design. The artefacts in the CX Toolkit were based on attitudinal and behavioural insights uncovered through deep, empathetic research with consumers of healthcare services and healthcare professionals. They were tested within ADHA teams to ensure they would meet each team’s unique needs, priorities and ways of working so the entire ADHA now and in the future improve the quality of its digital experiences for all Australian citizens.

The CX Toolkit laid the foundation for The ADHA to become more customer-centric and enabled it to scale the Experience Design team from 6 to 20 with structure and speed. In 2020, the new CX and Service Design capability equipped and enabled The ADHA’s COVID Response supporting the Department of Health (DOH) national vaccine rollout. The CX Toolkit has changed the way ADHA thinks and works. It exists at the heart of The ADHA Design System and has equipped the Agency to transition effectively from technology, compliance and regulatory-focussed to customer-focussed and build CX maturity.

Included in the CX Toolkit are artefacts that equip and empower The ADHA in the holistic, strategic and sustainable design of its services now and into the future. The artefact ‘Customer Experience Principles’ is articulated from the perspective of the organisation, healthcare providers, and different customer segments and guides both current and future service and product design. The ‘Customer Ecosystem Map’ informs holistic conversations around who services seek to serve, who they impact, and the benefits for all involved through visualising the players in the ADHA ecosystem. The ‘Consumer & Healthcare Provider Task Model’ ensures that customers, clinicians and healthcare providers achieve their goals when accessing healthcare services through a comprehensive overview of their Jobs to Be Done to be considered in design.