Mauricio Perez HCD Portfolio

Hola, I’m Mauricio
HCD Service Design Strategy / CX / UX
Acompani // Mauricio Perez
mo@acompani.com.au // 0405 419 059

Acompani//Human-CentredDesignStrategy/UX/CX/ServiceDesign
Human-Centred Design approach
I am a Human Centred Designer which means I
help your organisation put humans and their
contexts at the centre of your products and
services.
Whether it be Service Design, User or Customer
Experience, we can agree it’s an important thing
to get as right as possible.
However, this is more of a balancing act than a
hard principle and being flexible and patient is
key as well.
2
Human
Desirability
Organisation
Viability
Technological
Feasibility

Simple design process
3

ALIGN DISCOVER DESIGN TEST ITERATE
I like to take on a simple design process but sometimes, we need to get the strategy
aligned to the customer needs and do some research before the brief is defined. So
discovery of finding the real problem is actually very important.

๏ Double Diamond
4
LO
O
K
IN
G
O
U
T
LO
O
K
IN
G
IN
LEA
R
N
IN
G
HMW
OPPORTUNITYAREAS
DEFINING
SUCCESS
PRIMARY
RESEARCH
EMPATHISE/PROBLEMDEFINITIONS/CONTEXTS
SEVERITY/JOURNEY&SERVICEMAPPING
SECONDARY
RESEARCH
ALIGNING
GOALS
EX
PER
IM
EN
TIN
G
IN
SIG
H
TS
ITER
A
TIN
G
TESTIN
G
IN
N
O
V
A
TIN
G
CREATE
CREATE
PROTOTYPE/TEST/LEARN/PIVOT/ITERATE
BACKLOG/PLAN/BUILD/TEST/ITERATE
BUILD/TEST/ITERATE
RELEASE
EVALUATIONIDEATION
ACTIVITY DISCOVER
FINDING THE RIGHT PROBLEM DESIGN THE RIGHT SOLUTION
DEFINE
PHASE
DON’T KNOW
COULD BE
DO KNOW
SHOULD BE
QUESTION,
CHALLENGE
THE CLIENT BRIEF
UNSTRUCTURED
RESEARCH
FINDINGS
FINAL BRIEF
HOW MIGHT WE
PROBLEM STATEMENTS
ANSWER
PRODUCT
SOLUTION
IDEAS
HYPOTHESIS
SOLUTIONS
RESEARCH SYNTHESIS IDEATION IMPLEMENTATION
DESIGN DELIVER
A B
DESIGN THINKING LEAN START-UP AGILE
DOUBLE DIAMOND DESIGN PROCESS
Human Centred Design Strategy

Defining & Aligning
5
Success is not delivering a
feature, it is learning how to
solve a customer’s problem.
That’s where my workshop
planning and facilitation skills in
HCD Strategy can come in
handy!

Before I start any project, I
like to get a definition of
success from stakeholders
and teams.This can be done
either individually or as a
workshop.
Stakeholder facilitation
6

When we want to find out more
about our customers, we need to get
out of the building and understand
their needs and contexts in relation
to the services that we provide.
We can observe their environments,
emotional states, cognitive abilities
and behaviours. More importantly, we
can understand the why’s.
Qualitative
research

Archetypes & Personas
8
WAYS TO SATISFY
NEEDS VS ENTITLEMENT
Rebecca
BACKGROUND
Rebecca very recently left her abusive
partner after a domestic violence incidence.
She cannot go to her family home as it is
not safe. She was only able to take a few
things with her (clothes and phone) and
could not safely return to her own home to
collect her belongings.
She wants to speak to a counsellor and find
some short term housing whilst she finds
her own place again.
Rebecca would also like access to an
employment network so she can apply for
full time work and get back on her feet.
COMMON SCENARIOS
PAIN POINTS
▪ Anxiety attacks
▪ Complex procedures
▪ Access to Housing officers
NEEDS
▪ Counselling
▪ Emergency temporary housing
▪ Work or Income
✓ Application status tracking and housing
details
✓ eAppointments and callback
✓ Community guidance and engagement
channels in areas with housing
availability
✓ Online chat support for housing
applications
✓ Support pathways and referrals to
services in her area
✓ Temporary accommodation matching
✓ Access to specialists in Access and
Demand
✓ Offline guidance, reminders and actions
for entitlements and service applications
✓ Public Wifi Hotspots and charging
stations
ENTITLEMENT
BELOW NEED
Sense of entitlement
is below
eligible needs
SELF-RELIANT
Motivated to seek out information
HELPLESS
Don’t know where to start
ENTITLEMENT
ABOVE NEED
is above
eligible needs
AGE | Status
20 Need emergency housing
I can’t think properly
when I’m in distress…
TECHNOLOGY
NOVICE TECHIE
She tries to call the
Housing Call Centre
to follow up on her
emergency housing
request and is put
on hold for an hour,
by which time, she
is out of credit
Rebecca goes to
the local library to
access power and
free wifi to find a
shelter and finds a
emergency housing
number
Rebecca wakes up
at dawn to hide her
tent under the
bridge so as not to
draw attention from
the community
Rebecca is hungry
and sits for hours at
the local shopping
mall begging for
money to buy food
and phone credit
“ ”
Device usage
!
"
1
LITERACY
5
PREFERRED PROVIDER INTERACTION
FACE TO FACE VIRTUALVOICE
5
WAYS TO SATISFY
Kirra
BACKGROUND
Kirra is a single mum in her early 20s living
as a social housing tenant in Redfern.
Although she lives alone with her 4 year old
daughter Kirra has good family support
within the area in her indigenous
community.
Kirra has a high school education and
struggles to keep her rental account in
credit and falls into rental arrears frequently.
She has an ongoing leaking bathroom sink
which was not fixed by the last contractor.
COMMON SCENARIOS
PAIN POINTS
▪ Poor maintenance
▪ Being put on hold on the phone
▪ Pushy behaviour from strangers
▪ Technical jargon
NEEDS
▪ Cultural family support
▪ Entitlement education
▪ Health support
▪ Home maintenance
✓ Easy read language
✓ Culturally aware communications
✓ Support pathways and referrals to services in her area
✓ Empathic account notifications
✓ Contextual guidance, reminders and actions for entitlements and maintenance
✓ Maintenance request and status
✓ Feedback and comments
ENTITLEMENT
BELOW NEED
is below
eligible needs
SELF-RELIANT
HELPLESS
ENTITLEMENT
ABOVE NEED
is above
eligible needs
AGE | Status
30 Social Housing Tenant
TECHNOLOGY
NOVICE TECHIE
Kirra goes to the
housing office
reluctantly as she is
not fond of people
being rude to her
Kirra tries to follow
up on the phone
about poor repair of
a leaking sink in her
bathroom
Receiving an arrears
notice and trying to
understand the
credits, debits and
balance
Frustration grows
being told that her
repair request will
have to wait until an
unknown future
point in time
Being around my friends
and family is everything…“ ”
Device usage
!
"
#
1
LITERACY
5
FACE TO FACE VIRTUALVOICE 9
WAYS TO SATISFY
Anibel
BACKGROUND
Anibel is from a non-english speaking
background. Retired and living in Social
Housing on 2nd floor unit of a apartment
block. Suffering from arthritis, he is
anxiously awaiting a transfer to ground floor
while he waits for his elective knee surgery
procedure.
He like to stay in touch with people
interstate and overseas and is usually
frustrated with the staff and systems in the
“Housing Commission”. He prefers face-to-
face as he perceives he can follow up
anything with the name of somebody he
spoke to.
COMMON SCENARIOS
PAIN POINTS
▪ Chasing service requests
▪ Access to offices
▪ Absence of issue escalation
process
▪ Stressful interactions
▪ Heavy data websites
NEEDS
▪ Transfer to accessible housing
▪ Nuisance reporting
▪ Maintenance follow-ups
▪ Face to face interactions
✓ Accessible content
✓ Contextual overseas / interstate travel
notifications
✓ Community news
✓ Transfer / Swap Matcher
✓ Community guidance and engagement
channels for transfers
✓ Transfer status tracking and housing
details
✓ Account notifications for transactions
✓ Maintenance request and status
✓ Contextual guidance, reminders and
actions for entitlements and
maintenance
✓ Easy ways to Keep-in-Touch and find
contact numbers
ENTITLEMENT
BELOW NEED
is below
eligible needs
SELF-RELIANT
HELPLESS
ENTITLEMENT
ABOVE NEED
is above
eligible needs
AGE | Status
80 State Housing Tenant
TECHNOLOGY
NOVICE TECHIE
FACE TO FACE VIRTUALVOICE
Anibel wants to
Keep in Touch with
FACS and engage
them about his
community needs
Anibel needs to
have maintenance
on a fence that has
been damaged
Anibel needs to find
accessible housing
before his knee
operation can take
place
Anibel wants to
make an
appointment at his
local housing office
with a Client
Service Officer
Why can't anybody tell me
when I can transfer to
another home?
“
”
Device usage
!
"
1
LITERACY
5
From the research conducted,
personas are created to help your
organisation develop empathy with
people and their behaviours, needs,
contexts and pain-points. This helps
to predict what they will do next with
our services.

Journey Maps
9
FindSearch
Browse latest
movies to watch
Search Google for
keywords: foxtel,
guide, movies,
australia
Movie evaluation
Userneeds
Movies watched
Foxtel Movies
Home
Remote recording
Membership
rewards and prices
Contentforuserneeds
SEO
▪ Improve SEO from Page Rank 4
▪ Make clear what service this is for
non-subscribers
▪ Navigational feedback needed (e.g.
showing where you are in the site).
Movie Search
▪ Implement Foxtel Movies search with
faceted results to include sort and
filter and enhance exploration of
related titles, actors, directors, sub
genre
▪ Auto-complete function in search
field for popular movie titles.
▪ Replace A-Z Movie page with
recommendation engine strategy
Content hierarchy
▪ Make the Movies guide top of content
hierarchy
Recommendations
Findability Movie evaluation
Genre in navigation
Personalisation Evaluation
Is it worth keeping
Foxtel?
Upgrade
Upgrade my
subscription
Perso
Online upgrade
Browse popular
movies to watch
Is it age
appropriate?
Have we seen this
movie?
Am I on the right
website?
What user star
rating is it?
What movies have I
missed?
What reviews have
been written for it?
Movie exploration
When is this movie
showing?
Record this movie
Add this movie to
my watch list
I want to explore
other movies like
this
I want to explore
other channels
movie guides
I want to set a
reminder for when
this movie is on
Browse movies by
genre
What movies are on
later?
What movies are on
now?
I want to sort /
filter results by
channel, genre,
rating, recent,
popular
Search Foxtel
Movies for titles,
directors, actors
Is it worth
upgrading?
Share
review
wa
I want to know
what my friends are
watching
Rate /
m
Make it easy for me
to choose what I
like
A-Z Movie Guide
Foxtel Movie search
with auto-complete
Foxtel Movies
Home
Movies Guide
Recommendations
Faceted search
results
Hero carousel
"New" carousel
Age classification
Movies Guide
Reviews
Ratings
Watchlists
Reminders
Watchlist sharing
I want to know
what my friends
have rated &
reviewed
Rating & review
sharing
"Related" carousel
Cross channel
guides
Upgrade free trial
I want to know
when new movies
are out
Email subscription
Re
R
Rating
s
Downgrade my
subscription
Online downgrade
Credibility
▪ Implement social friends, audience and critics movie ratings,
reviews to verify the quality of each movie.
▪ Facilitate conversation with movie experts and celebrities
▪ Clear labelling for User feedback on problem types, ideas and
research opportunities
Usefulness
▪ Implement watch lists and the ability to share them. Also a way
to mark movies as watched. Ideally, this should happen
automatically if a user chooses to record remotely.
▪ Reminders of when movies are showing
Navigation
▪ Broad and shallow IA with genres not titles in movies
Exploration
▪ Avoid user dead-ends
▪ Facilitate deep exploration with related and relevant content
Retention & conversion
Retention and Social
▪ Reward members with gamification strategies
for interaction online
▪ Reward members sharing activities within
social circles with exclusivity deals. Can be
increased for premium members.
▪ Implement trial upgrades online
Usefulness
▪ Allow users to upgrade and downgrade online
PosSearch and Find Movie evaluation ConversionRetention
Post M
▪
Usefu
▪
▪
Tahlia
16 year old student
“Make it easy for me to
choose what I like”
Thinks and Feels
I want to know what my friends are
watching and have recommended so I
know what to watch when I have free
time.
Context
At home or commuting on mobile
Media
In order to illustrate the
sequence of what happens
along the customer journey,
we put together task models,
customer journeys, service
blueprints both current and
future states.

DOING
NEEDS
FEELS
PAINS
COMMS &
TOUCHPOINTS
STAFF
EXPERIENCE
SYSTEMS
POS
(POINT OF SALE)
CRP
PORTAL
GOVERNANCE
IDENTIFY
CONTAINERS
CONFIRM
COUNT
IDENTIFICATION
IF $83 +
CASH OR
SCHEME ID
WATCHING TV VISITS
WEBSITE
SIGN-UP SIGN-IN DOWNLOAD SCAN
CONTAINERS
FIND REFUND
POINTS
DRIVE-IN AND
UNLOAD
AWARENESS OF
SCHEME
LEARNS ABOUT
SCHEME
CONVERTS AND
ACTIVATES
REGISTERS
DETAILS
ADOPTS
BEHAVIOUR
COLLECTS
CONTAINERS
FIND CRP
LOCATIONS
TRANSPORT
CONTAINERS
DEPOSIT
CONTAINERS
CONFIRM
CONTAINERS
IDENTIFY
MYSELF
REFUND FOR
CONTAINERS
CONTAINER
REFUND POINT
COUNT
CONTAINERS
CONFIRM
COUNT
COMMS
CAMPAIGN
CFC WEBSITE
POINT OF SALE
ID
CONTAINER
ELIGIBILITY
EMPLOYEE
SET-UP
POS
SET-UP
ENTER COUNT
AND TYPE
ISSUE RECEIPT
TO CUSTOMER
REFUND
CUSTOMER
IDENTIFY
CUSTOMER
OPEN SHIPPER
UNIT
DIRECT
VEHICLES TO
BAYS
MOVE
U
CES BLUEPRINT : CURRENT STATE OCTOBER 2019
Becoming
aware of
scheme
Finds website
useful
Ho hum -
Boring sign-
up forms
Log in with
my password
Install the
App and
sign-in
Scan
Containers
with App
Waiting for
operator
Cannot find
CRP with
faulty maps
Count does
not meet
expectation
Privacy feels
invaded with
ID check
Getting paid
Containers
not eligible
Ambiguity
causes
confusion
and distrust
Poor street
signage
Queues to
drive-in
Unpleasant
smells
Procedure
not intuitive
Explaining
container
ineligibility
POS search
is difficult to
find and use
POS search
does not
display type
Inconsistent
activity
Ask customer
for Photo ID
Print receipt
from POS
Pay customer
cash or via
Scheme ID
Relo
an
Sync delays
Complex
procedures
Lack of
system
feedback
Poor error
feedback
System
instability
Poor error
handling
Poor
feedback
notifications
Gloves
interfere with
interaction
Restart App
procedures
unknown
Repetitive
set-up
process
10
Service Blueprints
Service blueprints illustrate
the customer front-end
touch-points and what back-
end systems and processes
are there to support that
service along the customer
journey.
They can be used to
illustrate current state as well
as desired future states.

Co-design sprints
11
Once we understand people and
their needs with our service, we
can start to innovate
collaboratively to solve problems
and create opportunities that will
keep humans at the centre of our
ideas, designs and solutions.

Although I can work solo, I
like to ideate with
organisations so that they
can learn to co-design
independently.
The ideas and solutions start
with a few sketches before
being evaluated
constructively by those who
have already empathised
with their customers.
Concept sketch workshops
12

Design sprints with iterative testing and learning
13
We will then take these concepts to actual
customers to get feedback of what they think and
feel, whether it fulfils their needs and more
importantly, if it solves their problem we found
from the research.
Iterative sprint
Design
TestLearn

Usability testing
14
Eventually, our concepts will be
capable of achieving the desired
results.
We may even reach a point where
we need to start enhancing
fidelity and building functionality
to ensure the service is ready for
release.

Information and user interface components
must be perceivable to user’s senses.
Perceivable
Workshop persona scenarios internally
Personas
Prototypes with people with access needs
Usability testing
Internal accessibility checking tools
Internal tools
Autism VisionDyslexia Physical HearingAnxiety Screen readers
Sketches with people with access needs
Concept testing
User interface components and navigation must
be operable.
Operable
Information and the operation of user interface
must be understandable
Understandable
Content must be interpreted by a wide variety
of user agents, including assistive technologies.
Robust
WCAG 2.1 AA COMPLIANCE
THE 4 X PRINCIPLES OF ACCESSIBILITY - PERCEIVABLE, OPERABLE, UNDERSTANDABLE, ROBUST (POUR)
COMMON INCLUSIONS
VALIDATION METHODS
REPORT, LEARN AND FIX
Learn Fix IterateReport
Accessibility & Inclusive Design Practices
15
Throughout the
HCD process, we
apply accredited
accessibility
standards and
inclusive design
practices to ensure
no human is left
behind with our
services.

HCD Maturity
16
Organisations have been
working on projects to mature
their HCD capability as they start
to understand the value of this
methodology. Let’s talk about
how we can embed a better
framework for your customers
and services in the future.
Explore Prove Grow Integrate Thrive

Case Studies
17

User Experience & User Interface Design
of the ABC’s Web Content Management
System.This responsive and inclusive
design system is now being used to
quickly and easily build and deploy ABC
websites for all Australian communities.
ABC WCMS
18
View case study

Leading various housing teams in UX for
launch of tenants MyHousing “Accounts
and Information” website and online
application forms. Management of user
research and usability testing to design
responsive websites that achieved 94%
task completion rates and a SUS ease-of-
use score of 87.4%.
MyHousing NSW
19
View case study

Creation of a POC (proof-of-concept) AI
chatbot (nibby) within two weeks for NIB using
Amazon Lex to ensure that good customer
experience for NIB customers in online chat.
Starting with a task completion score of 24% in
2 weeks improving to 70% at 10 weeks and a
steady user-rated System Usability Score of 78%
throughout, this POC was a guaranteed success
from a customer experience perspective.
Nibby - Australia’s first health insurance chatbot
20
View case study

Workshop facilitation using customer-
centric strategies, prototype design
and testing of a Proof-of-Concept
prototype that was produced in an
Agile environment for consultants
working in an international
engineering geoscience consultancy.
Project Unearthed
21
View case study

Scalamed aimed to allow patients to
securely manage their own prescriptions
through a mobile app.Through
understanding the journey from the
patient perspective, it was able to define
the app experience and secure the funding
needed to take it to the next phase.
Scalamed App
22
View case study

Chao!
Feel free to get in touch!
Acompani // Mauricio Perez
mo@acompani.com.au // 0405 419 059

Mauricio Perez HCD Portfolio

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