Our Response

ThinkPlace^X took a systematic and human-centered approach to address DEAP’s challenge, structured in a multi-phase design process:

1. Discovery and Research: We began the discovery process with in-person and virtual discovery interviews across the dairy, seafood, and eggs sectors, using a user-centred design to capture the lived experiences of industry players and regulators. We also conducted literature and desktop review of existing information on the dairy industry, research on effective interventions and nudges for farmers and compliance, and a training gap analysis.
2. Design Workshops and Synthesis: Insights from interviews were distilled during design workshops, where we created psychographic profiles and identified opportunities for behavioural interventions.
3. Behavioural Design and Testing: With insights in hand, we transitioned to designing and trialling nudges in the behaviour design phase, testing these with users for refinement.
4. Collaboration and Co-Design: Throughout, we maintained close collaboration with DEAP and Dairy Australia, involving stakeholders in workshops and co-design sessions to ensure the solutions were crafted with their direct input.

What was unique about our approach was the integration of behavioural design within the regulatory context, emphasising the role of emotional intelligence and systemic thinking. In responding to the challenge, we were mindful of the diversity in literacy levels, language barriers, and the varying attitudes towards regulation within the industry. The political need for Australia to maintain high standards for its significant export sector required a balanced approach that considered these social dynamics while not compromising on safety and quality.

The co-design process was central to our methodology, involving the client in every step. From virtual brainstorming sessions to on-site visits and workshops, we aimed for a genuine partnership. This collaboration was peppered with shared meals and informal gatherings, which not only fostered team-building but also allowed for a more profound connection to the people and the work at hand, leading to a more tailored and impactful solution set.