50% decline in the number of new complaints Introduced 25 innovative customer journeys 14% increase in subscriber growth

Embedded operation and a "one team" approach

We immediately understood that, to make Optus' customer experience vision a reality, we would need to have a close and productive dialogue with their internal team. Together with our digital strategy partner Reactive, we opted to embed ourselves at Optus for the length of the project, enabling us to work hand-in-hand with them to make their aspirations tangible.

Optus and Proto team conducting a kick-off workshop

Defining customer expectations to drive an evolving customer experience

Deploying a customer experience strategy that could react to changing customer expectations, while continuing to put them at the heart of Optus' operating model, required an in-depth understanding of their motivations, values, behaviours and channel preferences.

To accrue that vital data, we conducted over 15 different types of customer research, undertaking a systematic observance of customer behaviour and building a detailed map of the customer experience.

Building data into a cohesive customer strategy

The data gathered from our research was analysed through the filter of our knowledge of human-centred service design and then distilled into a customer strategy comprised of 12 overarching customer expectations.

Moving forward, this well-defined customer strategy allowed Optus to keep the customer at the heart of their business decision-making process.

Optus graphic of data presented on an ipad

Providing a comprehensive
toolset to build a customer-led
vision of the future

In order to keep their customer strategy relevant, it was critical that Optus had the tools to evolve with the needs of their customer base and stay true to what customers wanted to experience in the future. We distilled our research down into 25 clearly defined customer pathways, further subdividing them into multiple phases, which were then simplified into steps.

By working through these simple steps, such as jobs to be done, emotional needs, and pathway inspired solutions, Optus now has the tools required to keep pace with its customers, creating new services and initiatives that will continue to delight their customers in the long-term.

Optus persona research overview by Proto

Delivering an adaptive, digitally-focused customer strategy

The results of our partnership with Optus were a resounding success. Not only were we able to deliver the 'Future State Customer Strategy' that brought Optus' vision of a digitally-focussed customer experience to life, but we also provided them with the toolset needed to keep that strategy agile and adaptive.

Our expertise in human-centred service design, ethnographic research and customer journey mapping allowed us to make Optus' aspirations tangible and guide them in creating the customer experience of tomorrow.

Optus end-to-end lifecycle customer journey map

"Proto provided us with 3 app specific personas so we can better tailor our future My Optus App experience. They delivered the insights within a really tight timeframe, using rapid customer interviews and constant check-ins with the internal team.
Our digital team now have three My Optus App personas to use when designing new features and experiences in our app. The personas are used from the beginning in Design projects and are front and centre at most ideation sessions. It has been great to see how many walls they’re plastered over at the Optus campus.
Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible."

Lucy Turner, CX Design Launch Manager at Optus

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Delivering phenomenal outcomes

“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark
Felicity Clark Customer Experience Manager

Creating empathy to deliver outstanding results

“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”

Michael Storey
Michael Storey Manager of Customer Research and Strategy at Sydney Water

Halving your customer churn

“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean
Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level

“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned.”

Matthew Liebmann
Matthew Liebmann Former Chief Operating Officer

Enabling customer-centric design

“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”

Lucy Turner
Lucy Turner CX Design Launch Manager

Exceptional prototyping

“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti
Sharon Nanetti Optimal Care Program Director

Prioritising what matters

“Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson
Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS

“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell
Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas

“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets
Coen Horrevoets Head of Product

Award-winning customer experiences

“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arni Selvarajah
Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve

“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson
Matthew Anderson Chief Operating Officer

Service innovation at scale

“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland
Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies

“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Thompson
Sarah Prescott-Thompson General Manager Shared Services

A partnership for CX

“Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you’re looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!”

Customer Experience Specialist

Unique Product Innovation

“Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.”

Anthony Justice
Anthony Jusitce CEO