The Department of Agriculture and Water Resources came to Libero with a simple problem – despite the Department’s best efforts, travellers keep bringing prohibited products (“Actionable Biosecurity Material”) into Australia by plane. Libero’s task was to understand the problem in enough detail to suggest a range of future digital projects that would change passenger behaviour.
Our user research included contextual inquiry exercises at Sydney Airport, working alongside Biosecurity, Australian Border Force and airport operations staff. With the help of translators, we interviewed passengers who had been issued warnings and fines and conducted on-the-fly experiments with disembarking passengers to understand the possible response rates to certain methods of engagement. We then validated our contextual insights against existing quantitative data, allowing us to develop a map of the problem space for passengers.
Our primary user research finding was that the problem was richly complex, with each passenger’s behaviour shaped by a unique set of prior experiences, available information, cultural imperatives, circumstantial needs and word-of-mouth influences. There could be no silver-bullet responses.
Libero developed high-level concepts for a range of projects including an online video library; a video augmented amnesty bin; social chat channels; a Quarantine microsite; a multi-agency Australian Traveller mobile app; a hyper-local seed bank program; a uniform trial; a Pacific markets education program; a seasonal product targeted exchange program; in-airport information upgrade; an Incoming Passenger Card comprehension study; a review of in-flight video and a free wi-fi service.
User Researcher, Digital Transformation Advisor, Service Designer, Solution Architect.
Dan Macfadyen, David Heacock, Philip Barnes.