90 Days to develop and activate an Innovative Value Proposition

A fresh and more relevant
approach to parking

If you have a car, you need a space to park it. That seems like a simple proposition on the surface, but our ideas on what a parking service can and should be have moved on quite a bit since the first Model T rolled off the line in 1908.

Our Parking Client has always had one eye on the future, part of their mission statement is to identify opportunities to develop a fresh and more relevant approach to car parking. But, to do that, they needed clarity on what exactly their customer’s considered to be “fresh and more relevant”.

Providing that kind of clarity and linking businesses with precisely what their customers really need is at the heart of our service design. So, when they asked us to help them form a seamless, ideal parking experience, we turned to their customers to define what ideal really meant to them.

Man using parking website

Clarity as a Driver for Positive Change

Leaps of faith are all well and good, but when it comes to creating a design-forward customer experience that our clients can really align behind, we’ll take reliable customer-driven data any day.

In our experience, most companies want to invest in a better experience for their customers, but in a market crowded with competitors, and with only limited capital to invest, a lack of clarity can see those aspirations grind to a halt.

After all, no-one wants to be the first to step off the edge.

How often do companies find themselves pushing in the wrong direction, driven by assumptions and inertia, rather than customer truths, and investing programs and tech that nobody asked for?

The reason our CX designs are so successful is that they are built on a bedrock of customer needs and stakeholder input, unified by comprehensive and insightful research techniques.

That’s why our first step in working was to communicate with key stakeholders through kick-off workshops and stakeholder interviews to define the challenge, identify the initial hurdles to overcome and absorb their insights to guide our research.

Use cases image stack

Amplifying the Voice of the Customer

Having distilled our Parking Client’s four decades of experience in providing innovative parking solutions into a deeper understanding of the challenges at hand, we turned to their customers to provide the verbatims needed to build a solution.

We took deep dive into how their customers perceived the current parking experience for customers and its shortcomings through data-mining NPS surveys, customer interviews, online customer surveys, and shadowing customer service staff.

That raw data was then processed in actionable insights that combined their expertise and perspective with moments of truth from their customers.

By amplifying the voice of the customer through in depth-research, we provided the clarity of purpose they needed to make business decisions with complete confidence.

Ideal journey booklet mock up

We put you in the driving seat of your Customer’s Experience

As part of creating a clear CX vision that would align and guide behaviours to inspire, we needed to build the customer’s needs into the foundations of every decision they made.

Our job would be a lot easier if concise customer-based research could uncover that perfect future-proof truth that could drive decision making for all time, but customers are people, and people change.

To make sure the customer’s needs stayed at the heart of their drive for the perfect parking experience, we created four customer-led need states, that summarised the reasons behind why certain users lean toward the different kinds of parking options.

Alongside those need state, we produced four complementary enablers that would inform the content and functionality their parking offers.

Rather than locking into a single static strategy, these needs states provide a flexible base that can be updated with customer feedback and adapt to changing customer preferences.

Our enablers were combined with customer-led and customer-validated user stories that further connected staff with their customers while also providing a prioritised list of actions that they could take to differentiate their services.

Enablers and need states artifact mock up

The Confidence to Be Excellent

By the end of our partnership, our research connected them with their customers and provided clarity on what they felt was an exceptional parking service. This gave them the confidence to invest in the future.

Our prioritised user stories tuned customer verbatims into a guide on what to build and why while our mapping of the ideal customer journey gave them a tangible target to move towards safe in the knowledge that they were moving in, what their customers felt, was the right direction.

Website mock up on Ipad

Understand your Customers and Grow your business.

Let us help you identify the most important thing about your customers that will unlock your company’s growth.


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