1 – Opportunity

The field of mental healthcare and support services is complex and often filled with preconceptions and barriers. My research uncovered insights from a wide range of audiences, including individuals with lived experiences, supporters, and professionals. These insights helped guide Flourish Australia in finding ways to help customers discover valuable support and improve its communication and provision of more meaningful offers.

2 – Method

The project kicked off with stakeholder interviews to gather a consensus on the company's perceived strengths and weaknesses. Through in-depth conversations with participants and a collection of submitted personal stories, I was able to identify pain points and goals throughout the customer journey. I also mapped common pathways to Flourish, including the people who may influence them, using existing data to provide a holistic end-to-end view. Since the majority of conversions occurred at call centers, I focused on mapping existing service blueprints and analyzing problem areas. I collated service instructions and interviewed service staff to assess actual call-handling practices

3 – Outcome

The project resulted in the creation of archetypes of "people who influence participants," which helped the marketing team and management improve their communication. A marketing canvas was also created to provide an overview across different groups and shape more relevant offers, content, and tonality. In addition, a CX journey map was developed to help operations understand where more data is needed to inform decisions. The service ecology visually depicted how Flourish's support works within the community, reinforcing the company's mission and values. Finally, an analysis of the service blueprint was performed, and recommendations for improving culture, technology, and process were made.

“You can start to value what’s happened to you when you use it purposefully to support someone else. It builds hope. ”

Fay Jackson, Leadership team