The Department of Workplace Relations (DWR) recognised that their digital platforms weren’t as user-friendly as they could be, and saw an opportunity to streamline the digital experience by implementing an enterprise channel strategy.
xAmplify partnered with the Department and impacted agencies such as Services Australia to document current channels and identify opportunities for improvement. We conducted a detailed analysis of the education, skills, and employment sectors to create a prioritised strategy that boosts user productivity and enhances their experience with the Australian Government. Through extensive consultation, we developed a comprehensive view of user interactions and outlined a future state vision and transformation roadmap.
Our approach to the work was highly structured and inclusive of multiple viewpoints.
- We conducted a thorough review of existing business and technology strategies, engaging with stakeholders across the Department and portfolio agencies.
- We identified strategic outcomes and business benefits to develop channel principles, which informed the creation of a future state vision and roadmap.
- By collaborating across program areas, we established a repeatable framework for describing the user experience, reinforcing the change narrative.
- To minimise barriers and change fatigue, we implemented gradual step changes across key programs, enhancing customer journeys.
The Power of Collaboration
Our project delivery approach was rooted in transparency and collaboration. We provided detailed descriptions of services and clearly outlined the Department’s obligations, establishing trust through absolute transparency over costs and efforts.
By working ‘in the open,’ we encouraged team collaboration and a sense of shared ownership. We identified key skill gaps, designed tailored uplift sessions, and delivered hands-on coaching and mentoring to the Department’s ICT leadership team, enhancing their capability now and into the future.
This approach not only improved the Department’s ability to implement the strategy effectively but also fostered long-term partnerships built on mutual trust, empowerment, and shared success.
The Benefits we Delivered
The Channel Strategy earned formal endorsement from the Chief Digital Officer, providing a robust framework for high-level discussions with the Secretary and Minister’s Office about the Department’s digital transformation goals in skills and employment. This framework is essential for ensuring aligned and informed conversations with all stakeholders.
Thanks to xAmplify, the Department better understands its customer segments and the challenges they face with existing programs. A customer-centric approach has been established for designing service delivery channels, giving early visibility of the impacts of changes across the program portfolio. Plus, a repeatable assessment framework is now in place to evaluate all customer segments, identify key attributes, and pinpoint opportunities to enhance the user experience.
