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Case Study: Digital Project Lead- Service NSW (NSW Government)

Client: Service NSW

Dates: Sept-Dec 2013

Project Type: Digital, Strategy


In 2013, Service NSW had just started. It was touted as the front door to NSW Government- part of the NSW Government’s strategy to make the services that people use every single day more accessible and available. This involved digitising, so forms could be processed 24/7- up until then, Licenses, Checks, Births, Deaths were all paper forms, rendering them inefficient, prone to human error and environmentally unfriendly. It also included observing how the target audience were interacting with Service NSW branches and how to optimise the services and experiences there.

As a newly conceived division, with a vision of digitising their services for better accessibility, Service NSW in 2013 had nothing on offer- every single digital service had to be launched from the ground up. Furthermore, several concurrent digital projects meant resources were scattered, with little efficiency and communication.

The challenge: could they be more efficient with resources to maximise ROI, exercise better governance, and fully amalgamate all branches and products so that their end product is convenient and beneficial for the end user?


PMLogic were engaged as the Digital Project Lead, which meant project managing several concurrent digital projects to consolidate services from multiple NSW government agencies into Service NSW.

These projects included:

  • Creation and delivery of online application forms

  • Back office systems, including Salesforce and the Government licensing system

  • Integration to Federal databases

  • Changes to Service and Call Centre staff processes and procedures e.g. change in opening hours from 9-5 to 8-8.

  • Changes to Service Centre routing logic

  • Changes to business rules

  • Change management activities


We contributed greatly to the NSW Government’s vision of a one-stop-shop Service Centre to serve their people better with more accessible, efficient service.

  • Accessible- as forms are online, people are able to access them 24/7 from the comfort of their own home, so physical limitations where one used to have to visit in-person is reduced dramatically.

  • Cheaper per cost of service- sustainable way of running the organisation.

  • Faster- accessible online 24/7. Service Centres were physically restructured to provide better quality and quicker service. For example, Seniors Cards now take 3 mins, down from 8 days!

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