Customer Feedback Channels IA

Project context

Transport for NSW is the government agency responsible for managing the transportation system in the state of New South Wales, Australia. It oversees the planning, development, and operation of all modes of transportation, including roads, public transit, and active transportation. Its goal is to provide safe, efficient, and accessible transportation services for the people of New South Wales.

TfNSW requires a new taxonomy to assist back office teams who process, route and categorise customer feedback cases raised via and other channels. The project has two goals: to replace the existing taxonomy, which is cumbersome and no longer fit for purpose; and also to provide customers with a more logical way for categorising their feedback on

TfNSW engaged external consultants from Salesforce to develop a first draft of the taxonomy. This work involved extensive stakeholder engagement to ensure the taxonomy was comprehensive and met the needs of the business, in particular to ensure it would be robust enough to support accurate routing of customer feedback cases.

Handover from Salesforce

Salesforce handed over the first draft of the taxonomy model to the Product, Experience & Design (PE&D) team. Salesforce provided two versions of the model: a more minimal Option A and a more detailed/comprehensive Option B.

The PE&D team’s brief was to refine the taxonomy with further internal feedback, but more importantly to test the model with external participants and produce a customer-tested version.

After handover, the PE&D team made minor changes to the taxonomy to incorporate internal feedback. The taxonomy was also conceptualised as an information architecture during this phase to reflect stakeholder guidance. Option B was decided upon as the version to test, as internal testing of Option A revealed it did not provide enough information to build a case for back office teams to then be able to assign the case to the correct team.

Tree Testing via Optimal Workshop

PE&D conducted A/B testing of two versions of the more detailed version of the model (Option B).

The testing involved a cohort of 140 participants, recruited from Askable, who completed a tree test in Optimal Workshop.

Testing Results

The results are recorded here in Dovetail - analysis of each task completed in the test are saved as notes, while summaries of findings are published as insights.

The updated version of the model incorporating test insights is available in Miro here.

Next steps

With initial customer testing of the taxonomy / IA complete, PE&D have handed the project over to the Customer Journeys UX team (led by Dave Gross) to deliver the UX and UI designs in collaboration with other stakeholders.