JORDANA GLOBERMAN

Robotic Process Automation Delivery for Service Canada Call Centres

Problem

I was hired to develop a user-centric delivery model for rolling out Robotic Process Automation in Service Canada call-centres across the nation, to alleviate strain caused by an influx of calls during the pandemic and support Canadians in need.

Role - Manager of UX & Strategy

While managing a UX & Strategy team, I created the development & implementation strategy for the project, established and maintained relationship with partners and stakeholders, designed research activities, led analysis, and managed a team of designers.

Team

Me + 1 senior designer, 1 junior designer/researcher, 5 project partners.

We partnered with the operational branch of the call centres, Deloitte, and two other functional areas of our team (IT build & IT maintenance teams).

Context & Approach

 

The Accessible Canada Act (ACA) is legislation intended to promote greater accessibility in industry. All federally regulated industries, from banks to airlines, must comply with it. It covers 7 domains, from Communications to Physical Space and is intended to serve employees and customers of federally regulated industries. Under the act, industries are asked to create annual accessibility plans, consult with persons with disabilities on these plans, and demonstrate progress. Legislation isn't specific, but regulatory guidance is there to make it tangible. The team developing guidance for the act hired the ESDC Lab to ensure guidance was co-created with users. At the time, our team, the ESDC Innovation Lab, was the Government of Canada’s largest Innovation Lab. Comprised of designers with experience in experimentation, service design and systems analysis, we focused on results-driven projects that improved the lives of Canadians. From November 2019 until March 2020, we worked directly with representatives from every federally regulated industry, accessibility experts, and users with diverse accessibility needs to co-create prototypes for accessibility plans, accessible workshops, and supports within industry for greater accessibility. We conducted a literary review, interviewed 22 specialists and users, and facilitated accessible design workshops in 3 cities across Canada.

RPA.jpg

Tools

 

  • Digital Transformation Leadership

  • Generative and Evaluative Surveys

  • Co-design

  • Graphic Facilitation

  • Affinity Mapping

  • Performance Metrics

  • Analytics Collection & Analysis

  • Remote Ethnographic & Contextual Inquiry

  • Remote User Testing

  • Collaborative Analysis

  • User-led Change Management

  • Behavioural Science

  • Capacity Building

A series of collaborative workshops were used to identify automation opportunities, develop an operating model for RPA and cocreate supports for new users. Workshops leveraged service design techniques and graphic facilitation. Additional engagements with users were designed to support adoption and change management, materializing in the development of desired tools, including a digital information hub, training videos and visual one-pagers.

The new operating model identified automation opportunities from several ongoing touchpoints with users, used ethnographic research to triage these opportunies, and tools such as Process Mapping and Service BluePrints to design selected automations. A design management system was implemented to validate design choices with the user, pilot designs and ensure continuous improvement of automations based on user-feedback. RPA adoption increased dramatically as automations continued to provide time savings - some bots saved nearly 20 minutes of time per call.

 

Traditional co-design activities aren't accessible; we needed to adapt ours and test them extensively with persons with disabilities before the workshops. Our Montreal workshop was bilingual, with two sets of interpreters. Activities like scenario development and journey mapping became facilitated conversations with the support of interpreters and assistive technology. We doubled the time required for each exercise and practiced them extensively. We iterated on designs several times before the workshops and it paid off.

A photo of seven people sitting around a table in discussion. One person is interpreting. Another man walks by in the background.

Participants told us these were the most inclusive events that they had been a part of, and were moved. It went a long way to build trust in government.

Recruiting participants challenging. My colleagues and I spent days on the phone trying to convince industry reps to take two days from work to attend sessions. We also recruited at a local conference. We found users with disabilities by looking for regional service providers and using a snowball sampling approach. Procuring services to support the workshops was sometimes challenging. In Vancouver, we spent weeks looking for support personnel with skills in AAC. In the end, we managed to reach our target participation of around 40 people per workshop.

My intention with these workshops was to provide as accessible and inclusive an experience as possible in order for capacity building to be part of the experience. Through these workshops we were not only learning what persons with disabilities expected from federally regulated industry; we were showing industry reps what persons with disability expected from them. It was very effective.

I also wrote a survey for those who couldn't attend the workshops. TD's Innovation Lab participated in our research through a focus group too.

 

As project lead, I designed the strategy and activities for the project as whole, and led the delivery of each project milestone. I also managed client relationships. This project involved a lot of risk and, especially in a government context, this never goes down easy. I spent late nights working with clients to explain the design process, protect its integrity, and strategize risk mitigation. In addition, I also managed relationships with other departments and regulatory agencies whose work overlapped with ours.

A graphic recording illustration of a conversation. Thematic sessions include Planning Process, Feedback Loops, Accessibility Plans and Prioritization Process, as well as a the pillars of the Accessible Canada Act.
Graphic recording from our Toronto workshop

Result

 

The output from our workshops, interviews and surveys was iterated into several paper prototypes, including:

  • Model accessibility plans

  • Frameworks for leading accessible workshops (including resources for budgeting and recruiting participants, and the plans for the workshops we developed)

  • A proposal for a repository of accessibility experts, individuals with lived experience, and organizations representing persons with disabilities

  • A requirements list for an online hub to support accessibility among federally regulated industry

  • A journey mapping tool to support federally regulated industry

These prototypes were given to our client, the Accessibility Secretariat at ESDC, to inform their regulatory guidance and future standards. The process of co-creation with users with disabilities ensured these prototypes went beyond compliance, to be more in line with the desires of users with accessibility needs. Participants praised the workshops for being the most accessible approaches they had experienced; as a result, the workshop design was also shared with federally regulated agencies as a prototype of an engagement format that they could use to be compliant with the new Act’s demand to engage persons with disabilities on all Accessibility planning.