Building Internal Service Design Capability

DIBP Capability


Proto Partners designed and delivered a 90-day workplace-learning program to help create a future state design and identify opportunities for further positive change.


The Federal Government Department of Immigration and Border Protection (DIBP) requested support to improve internal capability in the areas of customer experience and service design. They wanted to better understand customer needs and motivations to design a better service delivery model for the future. 


DIBP’s Customer Experience team, with support from Proto Partners, landed on a clear design challenge to guide a new round of human-centred research. This included a new pool of targeted NPS data, client phone interviews, customer call recordings, free-text feedback and staff interviews. After a further workshop module, DIBP ran through this research. Learnings, verbatims and insights were captured in a customer and business discovery report. A Themes Insights Platforms Solutions (TIPS) Framework identified themes and platforms for change.

A customer journey map brought this to life by tracking actions, insights and emotions by sequential touchpoint. This uncovered emotional pain-points, and what success looked like for the future state. 

The final result was identification of 20 areas for improvement. A prioritisation matrix helped identify the most beneficial and established a timeframe for implementation.


Proto Partners designed and delivered a 90-day workplace-learning program. This used various methods of delivery including face-to-face group workshop modules and live project coaching support. A number of high quality ideas for customer experience deliverables came out of this. These helped to create a future state design and identified opportunities for further positive change.

Teams increased their knowledge of the benefits of human-centred design research. They received experience in applying various research tools. They also gained experience using the new frameworks and templates to create customer experience (CEX) products.