PTA: Customer Information System Replacement
Led the winning bid, co-facilitated discovery across 13 stakeholder groups, then sole Insight consultant delivering the approved CIS Performance Framework for a system in service over 20 years.
Full-Cycle Ownership
Very few senior design candidates can demonstrate origination and delivery on the same engagement. I led the winning bid, preparing the tender response, estimations and pitch deck, then delivered the work. This gave the thin “7 presales engagements” line a named, won, delivered example.
Discovery
Co-facilitated with Insight’s Lead UX Designer and Practice Lead. The discovery phase spanned 13 stakeholder groups comprising 26 individual stakeholders, across 7 departments and 16 operational teams. We ran 5 design thinking workshops with 53 attendees and produced 4 personas and a service blueprint.
The stakeholder landscape was complex, from TTO Service Planning and Rollingstock through to CSAC Accessibility & Inclusion and N&I Communications Engineering. Each group had different priorities, constraints, and definitions of what “good” looked like for passenger information.
The Framework
As sole remaining Insight consultant, I authored and delivered the CIS Performance Framework and Functional Specification. The framework is a governance instrument now approved into PTA’s assessment process for both greenfield and brownfield station projects. It comprises:
- 10 scored performance criteria with measurement formulas, thresholds and defined remediation actions
- 14 journey decision points across 6 journey types
- 8 customer zones mapped to required information assets
- A 3-tier STIM concept with a full features matrix
- A network rollout model plotting infrastructure complexity against patronage
- 5 interactive STIM prototype flows
Why This Matters
The bid-win to discovery to sole-delivery arc is unusual in consulting. The framework being approved into PTA’s assessment process means it will actively shape station design decisions across Western Australia’s public transport network. Not a report that sits on a shelf.
“Throughout the engagement, the consultants demonstrated strong analytical and facilitation skills. Their work was instrumental in aligning stakeholder perspectives and defining a coherent direction for the future management of customer information systems within the Public Transport Authority… Heather played a pivotal role in the success of the Functional Specification finalisation — ensuring that deliverables were not only completed to a high standard but also met the expectations of a wide range of stakeholders.” Guillaume Massardier, Delivery Manager, Network & Infrastructure, PTA
Hard Skills
Figma, Design Thinking, service blueprinting, persona development, interactive prototyping, performance framework design, business case authoring, stakeholder facilitation, tender preparation and estimation
Soft Skills
Full-cycle ownership (bid → discovery → delivery), presales and tender writing, workshop facilitation (5 workshops, 53 attendees), sole consultant delivery, stakeholder synthesis across 13 groups, impartial requirements gathering, governance instrument design
Note: Source deliverables are PTA client-confidential. The contribution, method and reasoning described here are my own to share; client documents and screenshots are not.