My Role
Brand Manager & Service Experience Designer
Problem #1
The NIH needs to restore employees' trust and interest in its equal employment opportunity (EEO) office because employees are reluctant to submit workplace complaints due to the risk of being retraumatized in the process that follows. Additionally, the widening gap between brand and customer is also causing other services to be underutilized.
Problem #2
The NIH needs to restore integrity its public image as an employer-of-choice among diverse talent because its scientific workforce is virtually homogenous, which is bad for scientific discovery.
The Opportunity
The NIH has an opportunity to restore employee trust and its public image by transcending the traditional EEO model, aligning its services to meet customer needs, and telling an authentic story about its current state and aspiration future. 
Objectives
• Understand customer experiences with the brand and identify unmet needs. 
• Design new, and realign existing, services (e.g., complaints process) to meet those needs.
• Create new physical experiences (redesign headquarters) and digital experiences (new website and social media properties) for customers to engage with services.
• Rebrand as the Office of Equity, Diversity & Inclusion (EDI) and tell NIH's story

Outcomes
• Increased foot-traffic in-office and increased complaints intake signaling customer trust lift
• 300% lift to website traffic and new engagement opportunities via social media 
• Improvement in employee sentiment about 
• #1 on Equal Opportunity Magazine’s “Top 20 Places to Work in Government” Readers’ Choice List.
Videography/Post-production credit: Sunchase Media / Directed by: Albert E. Smith Jr. / Co-directed and Produced by: Michael J.A. Davis

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