Understanding the support journey

Overview

This project focused on mapping the digital user experience for those seeking support for gambling harms through the National Gambling Support Network (NGSN), and to create a roadmap for areas to improve. The intention was that by understanding the journey and its users, we could then look to create an inclusive, empathetic, and supportive journey that empowers users to access the help they need.

The challenge

Our team was tasked with understanding in depth how individuals navigate the NGSN when seeking support, whether for themselves or loved ones. Prior to this project, there was limited knowledge of how users interact with the service. We aimed to close this gap and recommend improvements that would better address user needs, ensuring that even those experiencing gambling harm feel fully supported.

Task

Our team was tasked with understanding in depth how individuals navigate the NGSN when seeking support, whether for themselves or loved ones. Prior to this project, there was limited knowledge of how users interact with the service. We aimed to close this gap and recommend improvements that would better address user needs, ensuring that even those experiencing gambling harm feel fully supported.

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As the Delivery Lead, I was responsible for ensuring that all outputs met both user needs and stakeholder expectations. My role involved orchestrating the collaboration between our team, including researchers, designers  project managers, and stakeholders at GambleAware. By facilitating regular communication and workshops, I ensured that the project maintained a clear focus on user-centred design principles.

Key responsibilities included:

• Stakeholder Management: I acted as the primary point of contact for stakeholders, ensuring their requirements and concerns were incorporated into the project roadmap. This included regular feedback loops and updates on project milestones.

• User Research Leadership: I oversaw the user research process, ensuring that insights gathered from individuals with lived experience were central to shaping the final outputs.

• Output Development: I guided the team in developing the journey map and roadmap, ensuring that it reflected user experiences, and that the right information was communicated through the artefacts.

Actions

I took a hands-on approach, leading the project through user research, stakeholder collaboration, and strategic solution development.

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1. Stakeholder Collaboration:

   • Cross-functional Team Leadership: I oversaw collaboration between cross-functional teams, including designers, researchers, and strategic partners, to ensure alignment across all aspects of the project. I made sure our outputs were both accessible to read and empathetic to users.

   • Engagement with Lived Experience: To make the process more inclusive, I facilitated close collaboration with those with lived experience of gambling harm. Their involvement helped ensure that the insights were grounded in real needs and priorities.

2. Safeguarding and Inclusion:

   • Safeguarding Strategy: Recognising that we were working with vulnerable users, I took the lead on developing a safeguarding plan. This involved running safeguarding workshops and ensuring the protection of both participants and the research team.

   • Inclusive Design: By prioritising inclusive design practices, I ensured that the journey map reflected diverse user experiences. I worked to shift the power dynamic, giving participants agency and a voice in shaping the outcomes.

3. Experience Mapping & Journey Analysis:

   • User Research and Mapping: I led the research efforts, conducting interviews and gathering detailed feedback from those who had engaged with the support network. This research allowed us to map user journeys, focusing on key stages like problem recognition, seeking help, and accessing support.

   • Synthesis & Experience Map Development: I synthesised the findings into a detailed experience map and strategic roadmap. This visualisation identified gaps, pain points, and areas for future optimisation.

4. Roadmap and Strategic Planning:

   • Roadmap Creation: I co-created a roadmap with the team that addressed both immediate changes and long-term improvements. It included recommendations for improving NGSN’s digital touchpoints and strategies for better integration of lived experiences into the service design process.​

Challenges and constraints

One of the major challenges was ensuring that the experience map was both empathetic to the needs of vulnerable users and actionable for stakeholders. Balancing these two aspects required clear communication and continuous collaboration. Another challenge was working with individuals who had lived through gambling harm, which necessitated a careful approach to safeguarding and ensuring a supportive research environment.

Results

• Improved Understanding of the User Journey: The experience map we developed provided GambleAware with a deep understanding of the complex user journeys, identifying major pain points and areas where support was lacking.

• Safeguarding and Inclusion: I successfully implemented a safeguarding plan that ensured both participants and researchers were protected throughout the process, without compromising the authenticity of the insights.

• Actionable Roadmap for Change: The roadmap provided a clear, actionable strategy for both short- and long-term improvements. This strategic framework laid the foundation for continuous refinement and better alignment with user needs.

• Stakeholder Engagement: By actively involving stakeholders throughout the project, I ensured that the recommendations were understood and valued, leading to strong buy-in for future improvements.

With my drive, we delivered a detailed, user-centred experience map that provided clear, actionable insights for enhancing the support-seeking journey. The strategic roadmap set the stage for long-term improvements, ensuring that the service became more inclusive, accessible, and empathetic.