As the Government modernizes its benefits and services, they seek to understand the experience and pain points of citizens today. Knowing the citizen's needs across all channels and touchpoints, Service Owners can strategically and systematically design better programs and policies to deliver benefits that meet the needs of people. We provide research and mapping of client experience and artifacts that tell the client story to inspire the desired impact. 


Focusing on a specific government benefit, we developed a research and client engagement plan to draw out insights across the services and benefit delivery continuum. The plan focused on conducting primary research with citizens and front-line staff who see and hear first-hand the experiences of clients while serving them. A stakeholder plan engaged key teams across the department who brought their own perspectives and provided deeper insights from a policy and program lens. 


Our first step was to bring together partners and stakeholders who needed to be at the table in order to help set the agenda and focus for the transformation. With guidance from this group, we established a research plan and conducted interviews with clients and frontline staff. Subject Matter Experts (SMEs) were involved throughout the process to clarify and provide context. The result was a clear mapping of the client journey across the benefits and service delivery continuum, with pain points identified and validated for selection by senior leadership to move forward with. 

Value delivered

Visual artifacts mapping the end-to-end experience, pain points, and interactions of clients and staff along the benefits and service delivery journey across multiple channels.

Infographic, translating citizens experience into data insights to support and validate research findings and aid digital storytelling.

Decision making framework, with research backed recommendations for senior management to select key pain points for transformation.

Ready to create impact?

Contact Us

Urooj Qureshi

Principal, Design Centered Co.

"My team and I look forward to having the opportunity to guide your organisation deliver value."

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+1 613-663-2930