Overview
When digital services aren’t intuitive, costs rise quickly. Confusing user journeys push people towards costlier assisted channels, inflate support demand, and delay the benefits of digital transformation. Globally, poor user experience is estimated to cost organisations over US$1.4 trillion each year through rework, inefficiency, and lost trust (Adobe Cost of Missteps report, 2024). Every unclear step, missed interaction, or frustrating process has a measurable financial impact — from higher contact-centre spend to reduced digital uptake.
The UX Masterclass is an intensive one-day program designed to help professionals understand how UX and Service Design directly influence organisational performance. You’ll learn to connect design quality to real business outcomes, measure cost impacts, and build the case for investment in citizen-centred design. Through practical exercises, you’ll tackle real service pain points and leave with the skills to influence change across teams and stakeholders.
Transform your approach to service delivery. Join the UX Masterclass and discover how better design lowers costs, strengthens trust, and delivers better outcomes for your organisation and the people you serve.
Who Should Attend?
This masterclass is designed for APS 4–APS 6 / EL 1 professionals (or state, territory and local government equivalents) who are responsible for improving digital services, customer experience, and service delivery in government. Ideal for participants who: - Want to deepen their understanding of human-centred design and user experience - Contribute to service design, journey mapping, or user research - Are involved in digital transformation, modernisation, or innovation initiatives - Seek practical tools to capture, communicate, and improve citizen experiences - Aim to elevate the UX maturity of their organisation and embed user-centred thinking
UX, CX, and Service Design practitioners and managers
UI/UX Designers
Digital Transformation, Innovation, and Product teams modernising public services
Policy, Program, and Project Officers embedding user-centred design in delivery
Communications, Engagement, and Change Management professionals shaping citizen-facing experiences
Officers responsible for usability, accessibility, and trust in digital services
Learning Outcomes
By the end of this course, you will be able to:
Comprehensive Understanding of CX: gain a holistic view of customer experience, understanding its importance and impact on business success.
Learn the Fundamentals of UX: understand the core principles of User Experience, including usability, accessibility, and user-centred design.
Service Design Principles: learn the key concepts of Service Design, such as service blueprinting, journey mapping, and touchpoint analysis.
Integration of UX and Service Design: Understand how UX and Service Design work together to create seamless and engaging customer experiences.
Understand the importance of User Research: capture and represent the customer's experience so that key stakeholders can see the need for your customers' context.
UX Methodology Toolkit: Through hands-on activities and case studies, you will apply your real-world scenarios to identify opportunities for enhancing your customers’ experience. Come prepared with your customers’ pain points and areas of focus that you’d like to address and improve.
Online Training
UX Masterclass
Session details
- Build the capability to design digital services that are intuitive, accessible, and cost-effective.
- Learn how strong UX and Service Design principles improve efficiency, reduce rework, and lift citizen satisfaction.
- Gain hands-on experience with tools such as journey mapping, service blueprinting, and prototyping.
- Translate design insights into measurable business outcomes and stronger stakeholder buy-in.
- Strengthen your agency’s commitment to human-centred design and drive lasting service transformation.
No previous experience necessary
Key Sessions
A Holistic View of CX
The Experience Ecosystem: Understand the nested hierarchy of experience design: User Interface (UI) sits within User Experience (UX), which is contained inside Product Design. Product Design sits within Service Design, all of which operates under the overarching canopy of Customer Experience (CX).
Fundamentals of UX Design
Interface vs. Experience: Distinguish between designing the tangible visual interface (UI) and orchestrating the underlying behavioural journey and emotional experience (UX).
Service Design Basics
Orchestrating the Ecosystem: Learn how to plan and organise an organisation's internal resources, its people, processes, and props to directly shape the customer journey.
Design Thinking
The Double Diamond Framework: Navigate the iterative, non-linear design thinking model split across the Problem Space (Discover and Define) and the Solution Space (Develop and Deliver).
Roles and Responsibilities
- The Experience Design Family: Define the distinct responsibilities, tasks, and boundaries across evolving design roles.
- Strategic Stakeholder Management: Learn to map organisational influence and govern communication streams using Mendelow’s Power–Interest Matrix and project RACI charts.
Methodologies Toolkit
- Understanding the user: The Empathy Mindset; Internalise the foundational rule, you are not the user, and master how to author a structured, objective Research Plan.
- Capturing the Experience: We will cover how to map out and visually communicate a user's end-to-end journey, emotional highs and lows, and step-by-step product interactions across multiple channels.
- Creating the Solution: Focuses on transitioning from problem definition to rapid concept generation, teaching you how to build a massive volume of ideas to lower product risk before committing to design choices.
- Prototyping and Testing: Covers how to build interactive models of your designs and run structured usability evaluations with real users to catch and fix flaws before writing code.
UX Maturity of your organisation
Design and distribute cross-departmental surveys to accurately diagnose an organisation's current design culture and process maturity.
Impact of AI
Explore how AI is transforming workflows. It covers the transition from traditional, static interfaces to dynamic, AI-driven personalisation, the automation of repetitive wire framing and prototyping tasks, and the use of predictive analytics for user research
Conclusion and Q&A
Take these methodologies back to your organisation, challenge assumptions, and design with purpose.
Meet Your Facilitator
Carmine Mastrantone
Design Research Leader and Mentor
With over 18 years of diverse professional experience, I have honed a deep expertise in design research and user-centred design (UCD) methodologies. My journey has equipped me with the skills to lead and inspire successful teams and individuals. Building on this foundation, I have dedicated myself to devising and facilitating UX training programs, successfully completing over 50 mentoring sessions to help designers excel in their careers. Professionally, I have played a pivotal role in establishing new design research and experience design teams from the ground up. These roles have involved imparting essential skills and guidance to effectively apply UCD methodologies. I have been fortunate to receive recognition for my work, winning a Good Design Award for design research in 2023. This accolade is a testament to my dedication and expertise. I am passionate about sharing my practical experience and look forward to guiding my upcoming course participants in transforming UX design and research theory into impactful real-world applications.
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Join this training for professionals working within the Public Sector
Regular
Ends 28 Jul
$A 1195
per person + taxFor group or payment enquiries or custom training solutions, please contact [email protected]
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