Celia Delaney
Client: Small Business Victoria
Agency: Portable
Location: Melbourne
Date: 2020

The Challenge: Small businesses in Australia have been through a lot in the last few years. With a devastating bushfire season followed by a global pandemic, the outlook for many businesses has changed dramatically since Small Buisness Victoria first designed their business tracking tool. We were asked to uncover the changing needs of business owners in Victoria, and report how the business planning and tracking tool can be upgraded to better serve small businesses in this very different landscape.

The Work: I worked alongside another strategist to interview a wide range of business owners from across Victoria to learn about how thier goals, priorities and business plans had changed, as well as the tools they use, and thier appetite for risk, over the last 2 years. After creating a series of user stories, we worked with a small XD team to redesign parts of the tool, editing content and features to support businesses who might be pivoting, closing, or rethinking thier offer.

The Impact: Small Business Victoria are implimenting changes recommended by our team before launching thier planning tool this year. 



Client: Registery of Births, Deaths and Marriages
Agency: Portable
Location: Melbourne
Date: 2020

The Challenge: When a person dies, there’s a lot of work to do. As well as organising a funeral, burial or cremation, and dealing with the estate, somebody needs to inform all organisations that the person was a customer of, that they have passed away. This can be labour intensive, and difficult for a grieving loved one to take on. The Registery of Births, Deaths and Marriages piloted a new scheme ‘Notify Others’ to try and streamline this process by removing the need for a death certificate. We were asked to evaulate the effectiveness of this pilot.

The Work: I was the principle strategist on this project, interviewing funeral directors, service providers and family members who had taken part in the trial. The pilot had a very low uptake, which made this project challenging as the insights uncovered could not be verified with a large group of users. However, we delivered a comprehensive report back to BDM with our findings, recommendations, and insights into why uptake of the pilot was significantly low.

The Impact: The evaluation report will help to inform initiatives in other jurisdictions. After the pilot had started in Victoria, early work began in New South Wales to define a national death notification service, which BDM Victoria is helping to collaborate on.

To read a full article I have written about this project, see here