Supporting Aging-in-place strategies through design
The project explored the optimisation of a government agency’s housing enhancement programme to support aging-in-place, focusing on improving accessibility and user experience for seniors and caregivers. Aging-in-place strategies allow seniors to remain living in their home, even when the impacts of old age affect their mobility and mental ability.
Client
Government Agency
Industry
Public Sector
Services
UX Research & Insights, CX Strategy
The challenge
In response to the evolving needs of an aging population, HDB sought to enhance the service experience for customers applying for the EASE (Enhancement for Active Seniors) programme by developing an omni-channel strategy with a digital-first approach.
Having defined and mapped out their ideal customer journey across various service touchpoints, HDB engaged PSYKHE to define a service blueprint focused on key areas of opportunity, ensuring a holistic framework that considers the backstage actions such as processes, data and tools for seamless implementation.
The goal was to build and operationalise a Hassle-Free, Intuitive, and Assuring service experience for key customer groups, making the EASE application process more accessible and user-friendly.
The approach
We engaged relevant stakeholders through a series of interactive and collaborative sessions to:
1. Capture, refine, and align on the backstage processes, tools, and teams required to deliver an ideal customer experience
2. Identify key areas of opportunities for further innovation and optimisation, with insights for other service journeys.
Establishing the baseline blueprint
We began by reviewing key stages of the ideal customer journey to identify and outline the critical backstage processes, systems, and teams required to support each step effectively.
Stakeholder socialisation and validation
To ensure alignment and feasibility, we engaged stakeholders to gather detailed feedback on the proposed processes, touchpoints, and dependencies within the service blueprint. These sessions helped identify and prioritise key areas for further exploration and refinement to achieve desired outcomes, and ensure our final blueprint would effectively address both operational and user needs.
Co-creating a refined blueprint
Through deep-dive workshops, we collaborated with stakeholders to refine and enhance the service blueprint, addressing gaps and optimising backstage processes. Insights from the workshops were consolidated to define clear action steps, ensuring a streamlined and effective implementation of the ideal customer journey.
The impact
4
Stakeholder workshops 👨
6
Focus areas 📌
1
Service blueprint 📍
When implemented, our recommendations aim to deliver a streamlined, user-centric, and operationally efficient service experience, making the EASE application process more accessible and intuitive for seniors.
Through comprehensive stakeholder engagement and co-creation workshops, critical backstage dependencies were identified and refined to support a smooth implementation, and ensure the sustainability and scalability of proposed enhancements.
By aligning digital and analogue touchpoints, the service blueprint provides a clear roadmap for optimising service delivery, ensuring a Hassle-Free, Intuitive, and Assuring experience for residents.
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