Challenge

In early 2014 DNA, a customer experience and innovation design company based in Wellington and Auckland, New Zealand was commissioned by Immigration New Zealand to conduct in-depth user research and redesign their information service website (www.immigration.govt.nz/). The DNA team had to confront internal perceptions around their customers and turn an extremely complicated set of rules and information about visa eligibility into new and positive experiences for customers. The aim was to help customers navigate these complexities by showing them only relevant options based on their current situations. 

Outcome

The new Immigration New Zealand (INZ) website has been completely redesigned to be customer centric and is built around six customer motivations: Visit, Study, Work, Live Permanently, Joining Family or Starting a Business. It has been built on the primary principles of clarity, reassurance and transparency. One of the key tenets of the design is to allow users to explore and compare options for both current and potential future situations. The challenge for the project team was to offer customers a range of experiences. It had to balance offering clear and credible information for customers going through a visa application while at the same time projecting aspirational and guiding aspects to customers looking to migrate for lifestyle reasons.   

Downloadable Resource

DNA created a very detailed journey map for each of their personas illustrating their complete experience of the service, starting from the triggers to their decision to apply for a visa, to how they might investigate their options to applying online and the post experience. Anja is a twenty year-old student from Hamburg, looking to study computer graphics in Wellington. This map showed her journey mapped against a timeline and how she might feel at different times of the service experience.