The user journey for a company investing in the UK is complex. As well as the cultural and language considerations, there are many other services that users have to navigate, from setting up a bank account to getting a visa.
We started the project by running a roadmapping workshop with key stakeholders in DIT to agree a vision for the project and shape the strategic focus of the work. At the time, DIT were planning a global marketing campaign to attract foreign investment and the workshops helped separate the service from the marketing campaign.
For the first round of user research, the dxw team talked to senior staff across the investment teams at DIT. We also spoke to a number of DIT staff in overseas locations including China, the US and Australia, as well as regional investment partners in the UK.
As ever, we maintained a strong focus on user needs. After the initial stakeholder interviews, we concentrated on people who had recently invested in the UK. We conducted a series of interviews with Japanese, US and Australian businesses to understand how they navigated the complexity or investing in the UK.
Based on the interviews, we conducted a series of workshops with DIT including co-design, user journey mapping and persona development. The outputs of these workshops gave us a series of ideas to test in code and we produced a series of prototypes that DIT took into an alpha project to test. An alpha service is now being developed by the product team as part of the global Invest in GREAT campaign.