Improving Customer Experience at Scale: Deepend’s Strategic Content Collaboration with CSIRO

Value and Impact

22% increase in completed purchases

Due to checkout optimisations

30% rise in engagement with key product features

Which can be attributed to improved homepage designs

18% boost to conversion rates

Owing to enhanced storytelling and refined CTAs

It was a major risk partnering on a complex project (that has been a longstanding wicked problem at CSIRO) with little knowledge of our ways of working. I was very impressed how quickly the team at Deepend were onboarded and how they learnt, adapted and delivered to the tight timeframes and project requirements.

Zofia Deschepper (she/her) - Marketing Manager, CSIRO

About CSIRO

CSIRO is Australia’s national science agency and one of the world’s most respected research organisations. With a mission to solve the nation’s most pressing problems through cutting-edge science and technology, CSIRO works closely with industry, government, and the research community to turn ideas into real-world solutions.

From food security and sustainable energy to public health, environmental resilience, and future industries — CSIRO plays a vital role in shaping a stronger, safer, and more sustainable Australia.

You’ve likely already benefited from CSIRO’s pioneering work. Their innovations include fast WiFi, plastic banknotes, Aeroguard, the Total Wellbeing Diet, and extended-wear contact lenses — breakthroughs that have changed everyday life.

With over 4,000 partnerships — including more than 1,600 small and medium-sized businesses (SMEs) — CSIRO is deeply committed to collaboration and co-creation, working hand-in-hand with partners to address the most complex challenges facing the nation and the region.

Person holding tablet looking at CSIRO information

The brief

The Customer Experience and Service Delivery (CXSD) program at CSIRIO aims to enhance customer engagement by addressing key challenges identified through research and customer interviews. Customers have reported difficulties in navigating CSIRO’s services, a lack of awareness regarding available programs and funding, and confusion surrounding the contracting process. Additionally, they seek clearer project responsibilities, early discussions on intellectual property (IP) ownership, and established escalation procedures.

CSIRO tasked us with creating a content strategy to address the research findings and the development of content artefacts (video, web-tool, blog articles and web page/fact sheets) to improve the onboarding and early engagement for those seeking to partner with CSIRO.

Understanding the business and user needs

We undertook research and a deep dive into current processes, documents and policies, digesting documentation and through extensive interviews with individuals and group across the organisation.

Deepend CSIRO Onboarding Content Journey

Delivering insight-led recommendations

We synthesised the learnings into an insight-led and actionable strategic recommendation, with a framework for the gaps in content that could help to solve some onboarding challenges, particularly with ways of working and some niche areas such as Intellectual Property.

Clear direction for content

Working with existing customer journey maps, we overlayed and developed an onboarding content journey with clear goals, artefacts and outcomes for each stage.

Balanced considerations

The suite of artefacts was designed to balance three big considerations: CSIRO teams’ desire for better educated customers, customers’ desire to streamline onboarding and the inherent complexities of CSIRO collaborations.

Diverse content architecture

We designed a content architecture of 17 artefacts, across video, an interactive web tool, quick guides and long form editorial, where the sum provided multiple entry points to a simplified engagement process across all customer types.

High Quality Content

Working closely with CSIRO we authored the quick guides and articles, managing internal approvals and rounds of amends to deliver high quality content.