RMIT
RMIT
Led 2 design teams to pilot customer journeys University-wide
As part of its 2020 strategy, RMIT aimed to improve graduate outcomes by scaling Industry and Global placements. As the pilot for its customer journeys program, we used a human-centred design approach to understand key user needs and shape a sustainable service model. I led two design squads to deliver end-to-end experiences across core segments and disciplines.
Role
Service Design Lead
Company
RMIT
Location
Melbourne
“This work gave RMIT a strategic blueprint for scaling placements—aligning disciplines, driving clarity, and delivering value across students, staff, and partners.
–Project reflection journal
We delivered a comprehensive set of research, design, and strategy outputs that informed the future-state experience and guided implementation across key disciplines and segments.
Research plan
Stakeholder interviews and cross-discipline workshops
Current-state service blueprints across five disciplines
Competitor and best-practice analysis
Student, staff, and partner needs and insights
Prioritisation matrix to identify high-impact initiatives
Future-state service blueprints and conceptual architecture
Phased roadmap for implementation
Change impact assessments
Communication strategy to support rollout
“Service design gave us the tools to connect the dots, break down silos, and build a model that could truly scale and give us clarity.
–Stakeholder feedback
The problem
RMIT aimed to create a scalable model to improve graduate outcomes and grow Industry and Global placements, a key part of its 2020 strategy. As the pilot for its customer journeys program, we used a human-centred design approach to understand user needs and shape tailored solutions. I led two design squads to deliver the end-to-end experience across three segments and five disciplines.
–Team war room
The approach
We used a human-centred service design approach to uncover user needs and deliver tailored solutions. I led alignment across teams to support the rollout of customer journeys, using lean research and mixed methods, including competitor analysis and workshops across five disciplines. From discovery to delivery, we applied strategic design with ongoing stakeholder engagement throughout.
–Student study space
–Design artefacts work-in-progress
–Workshop prep
How might we increase the number of students undertaking a global experience?
–Project brief
The outcome
We co-created current-state service blueprints with stakeholders across five disciplines, then designed future-state journeys and experience frameworks informed by insights and best practice. Using a prioritisation matrix, we identified high-impact initiatives and delivered a phased roadmap, change assessments, communication strategy, and MVP architecture. We also aligned peripheral projects within the broader service design framework.
“Lucy brought clarity and structure to a complex challenge. Her ability to align diverse stakeholders, lead with empathy, and translate insights into action made this project a success from day one.
–Team feedback
