Helping government deliver exceptional nature-based experiences to increase tourism to the regions as part of multi-million dollar visitor infrastructure program.
Delivering an exceptional nature-based experience requires a place-based approach that spans multiple teams across several government agencies and other stakeholder groups including local businesses and tourism bodies.
We were engaged in designing a government agency’s operating model to define their role in increasing regional tourism, supporting the economy of regional towns impacted by the 2019-20 bushfires and COVID-19 crisis.
Our Process
Forming a design team of representatives from each stakeholder group, we held workshops to define customer personas and map their journey.
We helped the teams to visualise the experience in the eyes of their customers to identify challenges with the current operating model and appreciate the role that local businesses and other parties play in defining the customer experience.
This helped define the role of agency teams in the future, including an accountability framework that spanned internal and external stakeholders.
We developed a roadmap of initiatives required to transform the operating model, helping them to define how they will deliver the objectives of their major infrastructure projects.
The Results
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Staff able to visualise the experience in the eyes of their customers, to then direct improvement efforts accordingly.
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The framework acted as the North Star to guide staff on the direction of the Visitor Infrastructure Program.
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The framework helped to emphasise the importance of and prioritise critical partnerships with local businesses and other stakeholders within the region, to improve the customer experience and stimulate the regional economy.
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The framework helped to validate existing initiatives and drop those which didn't align.
