Evaluation of the Ride Transit Program, a program that gives low-income Edmonton residents access to a subsidized transit pass, which increases access to opportunities.

Internal Clients: Edmonton Transit Services, Citizen Services

Users: low-income transit riders, front-line staff, social agency staff

• Planned, conducted, and advised on usability studies involving users (recipients of subsidy, social agency staff), employees (Citizen Services staff, City of Edmonton) and the business (Edmonton Transit Service) across different stages of the user journey:

  • Contextual Inquiry: invited users to be interviewed after interacting with the Edmonton Service Centre regarding the transit pass

  • Behavioural Observation: at Edmonton Service Centre to observe touchpoints between applicants, users, and employees when applying for the subsidized transit pass

  • In-person Interviews: Terra Centre, Big Brothers Big Sisters (BCGBigs)

  • Heuristic evaluation: on the graphical user interface of check-in kiosks located at the Edmonton Service Centre where users can apply for the subsidized transit pass

  • Facilitated group discussions: with various transit user segments to gather qualitative feedback, including newcomers (Multicultural Health Brokers), and AISH recipients

• Analyzed qualitative and quantitative data collected to develop user personas and report on recommendations for service enhancements, successfully resulting in approved municipal and provincial program funding

Development of 8 customer journey maps in alignment with 10 City Operations services to visually communicate key customer insights to support program leaders in customer understanding and decision making, and ultimately enhancing customer satisfaction. 

Internal Clients: City of Edmonton Fleet and Facility Maintenance Service, Waste Services, Parks and Roads Services, and Edmonton Transit Services

Users: Internal operations staff, Edmonton residents

• Provided oversight and coordination between the vendor and City Operations services to plan and conduct discovery phase activities, including persona development workshops, experience mapping workshops, and 1-on-1 customer interviews

• Facilitated internal kick-off sessions, initial discovery workshops and lessons learned meetings for cross-functional teams to integrate business objectives into the research activities

• Provided oversight for customer journey maps (visual artifact) by developing the creative brief and requirements. 

• Analyzed research and communication strategy to report findings to business areas and internal clients

• Consult with digital services and production teams to plan the implementation of service enhancements based on findings from customer journey mapping

Envisioned future customer journeys with the implementation of smart (digital) fare system for Edmonton Transit Service, including policy and change management adaptations, to drive user-centric service design.

Internal Client: City of Edmonton Transit Service

Users: current and future transit riders

• Assisted in the development of transit rider (user personas), and mapping of current and future state customer journeys by facilitating and mentoring cross-functional business areas (using proprietary materials from hired consultants)

• Moderated discussion forum to gather citizen insights regarding current state journeys and the change management of future state journeys

Assessed Customer Experience Management within City Operations across 5 branches to gain baseline insights on the efficacy of its approach in advancing business performance.

• Planned and executed a Customer Experience Management Maturity Assessment (using a close-ended survey) and 1-on-1 interviews involving business leaders

• Reported on findings which evaluated the maturity of business areas based on CX competencies and ability to practice customer-centric research activities

Assess internal waste management at the City of Edmonton and business areas impacted by policy changes in line with the 25-year strategic outlook for Waste Services.

Internal Client: Waste Services

Users: City of Edmonton Staff

• Planned, coordinated, conducted and analyzed surveys and phone-interviews across 77 sections of 36 branches

• Analyzed qualitative data to develop user profiles as a representation of user needs and to report on findings