Design Thinking at Transport for NSW


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The Brief

The Brief

Symplicit partnered with Transport for NSW to bring Design Thinking into their internal culture.

After the successful launch of TfNSW ideas hothouse in 2016, Symplicit partnered with Future Transport’s innovation team to develop an incubator program that utilized design thinking methodology and lean double-diamond approach. The goal was to create an intensive, repeatable design thinking innovation program that would take TfNSW innovation ideas from problem to refined prototypes and introduce staff to the design thinking methodology.

The vision for the program was to provide customer-led value propositions and validated proof-of-concepts to help demonstrate the value of both the proposed ideas and the incubator initiative’s ability to deliver viable, feasible, quick-to-market solutions.

Our Process

Symplicit took Transport for NSW teams through a 2-week design process.

The teams began by exploring the problem space and identifying opportunities through interviews with transport experts and staff. We also explored the day-to-day experience of using public transport from the customers perspective with further interviews, group discussions and observational research. This led to identifying key customer segments and journeys.

The teams then moved into generating customer-centric solutions and co-creating concepts with an idea slam, sketching workshop and service design blueprint modelling. Each team then developed prototypes and conducted concept testing. Defining the product and customer value propositions.

The program culminated in a showcase of the solutions from the program to the transport experts and executive teams with the objective of choosing solutions to fund for future development.

The Final Results

The client realised that taking a customer-centred approach to future transport was essential to innovation.

The incubator participants, SMEs, managers and senior executives were excited by the program. The process and methods produced high value proof-of-concept prototypes and viable quick to market options in a short time frame. The process also resulted in inspiring internal advocates and ambassadors for the program and the design thinking process. Helping them to embed and foster a stronger, more innovative customer-centred design thinking culture within the organization.