Designing a future business-support system

The West Midlands Combined Authority's Strategic Economic Development Board, with the region's LEPs, wanted to redesign its business-support system for a post-pandemic economy. Working with collaboration partner Metro Dynamics the team set out the economic context and the scale of the opportunity, mapped the current customer journey and system challenges, gathered stakeholder evidence, and designed a fit-for-purpose model: a user-centred ecosystem built around the customer, a new account-management approach for larger firms, and clearer targeted products.