CASE STUDY
The solution
Technology doesn ’ t work until people make it work . When it came to MyRedCross , people on both sides of the technology equation were critical to its success : the people who would use the technology and the people who would need to be on board to successfully implement technology across an organization .
LEVO ’ s proven structural mapping is a discovery methodology that can turn seemingly intractable politics and non-communicative silos into a
PEOPLE BECAME SO EXCITED BY THE TRANSFORMATION , THEY JUMPED ON MEETINGS EARLY .
harmonious diplomatic machine . To make MyRedCross a reality , the LEVO team needed to bring the organization on a journey of discovery that put the stakeholder first by seeing everything from his or her point of view .
LEVO rapidly conducted discovery workshops that brought everyone together and helped point the extended Red Cross family in the same direction , aligning priorities . One early challenge was around confirming taxonomy because there was confusion around how specific stakeholders , services and categories were named and defined .
Donna Jiang , Senior Project Manager at Australian Red Cross , said : “ People became so excited by the transformation , they jumped on meetings early .” interacting digitally with the Red Cross . A key goal of MyRedCross was to create a self-service personalized portal that would seamlessly engage with these multiple-identities .
According to Danijel Andric , Interim CIO at Australian Red Cross , this ambitious goal was to provide a unified touchpoint that supported all stakeholders throughout their lifecycle . After all , today ’ s client could be tomorrow ’ s volunteer or donor and vice versa and provide every individual with a consistent digital experience .
“ The 360 degree view of the stakeholder is essential ,” he said . “ Going to a single portal and observing how you interact with us is the true value of this platform .”
Many organizations strive to achieve this yet come up short . MyRedCross is a notable exception .
The outcome
While the long-term benefits of MyRedCross will be realized over time as ease of engagement and positive user experience deepens stakeholder experience , efficiency gains are already being seen .
Consolidating back-end data processes in a secure infrastructure and automating a range of administrative functions such as volunteer on-boarding have sped up processes freeing manual resources to focus on other more valuable activities .
“ We have seen some obvious quick win benefits by moving to a Platform-As-a-Service . You are unshackled ,” said Andric , noting that four channels have now been consolidated into one .
Even more important , the speed of the implementation has made the organization see what ’ s possible and increased the appetite for even more participation and innovation . “ Once people see it , they want to become part of the journey ,” Andric said .
With the arrival of COVID , one challenge became even more urgent . The Red Cross made 98 % of its shopping revenue from 180 bricks-and-mortar shops selling pre-loved items . With lockdown and social distancing restrictions , it suddenly became clear that making online a premier destination for the shopper was more important than ever . To do this , the LEVO team enabled a bespoke e-commerce platform , launched in time for Christmas .
According to Andric , critical elements of digital projects , especially potential dead ends , often seem intangible to outsiders , but those who have undergone
An even more important element of the project was unifying the digital experience by recognizing that a single stakeholder may have several different identities ( for example , volunteer , shopper , donor ) when
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