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Visualising Community Experiences

Article by Ryan Malcolm

“Visualising Community Experiences”, a research project by CDI and led by Swinburne’s Dr Christopher Waller, explored innovative methods of visually representing community voices and views to City of Boroondara Council managers and staff. By visually depicting the 9 most common life events experienced by the Boroondara community, the project will enable Council staff to develop a deeper understanding of their community and the steps they undertake while navigating these events, as part of the Council’s Customer Experience Improvement Strategy. 

The CDI research team conducted two co-design workshops with Council staff, as the targeted end-users of “Voice of the Customer” (VOC) data. These workshops allowed researchers to interpret the way staff engage with existing VOC data and provided the necessary insight for the CDI research team to innovate in their mapping approach. As a result, the CDI designed 9 Customer Life Event Guides that convey VOC data in an accessible visual format and promote a more customer-centric approach towards Council service design for the Boroondara community. 

The final outcome, released early in 2018, is realised as 9 Customer Life Event Guides depicted in the form of two information visualisations.  The first is a customer-centric diagram that shows steps taken to navigate each life event and incorporates pain/delight point scales. The second is a supporting reference table that assists in comparing the functional and emotional goals and pain/delight point details for each step of the life events.

(Customer life event guide depicting priorities when moving house.)


Dr. Christopher Waller

Dr Christopher Waller is a lecturer in Communication Design at Swinburne University as part of the Department of Communication Design and Digital...

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Dr. Simone Taffe

Simone Taffe is an Associate Professor in Communication Design at Swinburne University, with a wealth of knowledge around co-design and branding and...

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Assoc. Prof. Kurt Seemann

Associate Professor Kurt’s research focus is the relationship between people, technology and the environment as a complex adaptive system. The...

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