DAFF Export Channel Strategy

Project Background

The Department of Agriculture, Fisheries and Forestry (DAFF) engaged with CTO Consulting to support the development of a future-focused Export Channel Strategy. The objective was to understand current service interactions better and identify opportunities to enhance the digital delivery of export-related services for agricultural producers and stakeholders.

The project formed part of the broader Export Service Delivery Program—an initiative critical to streamlining and modernising Australia’s agricultural export systems. Now in its fourth year, the program has evolved significantly, adopting agile and user-centred design methodologies to ensure that internal systems are transformed in line with the needs of exporters and government priorities.

CTO Consulting’s role focused on researching existing service channels, engaging stakeholders across the export ecosystem, and providing a strategic framework to improve digital service delivery.

Stakeholder Discovery and Research Approach

CTO Consulting led a structured discovery process to understand the state of DAFF’s export-related digital channels and identify key areas for improvement. This included a series of stakeholder workshops with internal teams and external users to surface challenges, pain points, and service delivery gaps across the export ecosystem.

These insights were complemented by desktop research, analytics, and findings from previous user research activities. Together, they informed the development of detailed user groupings and relationship paths to map how different stakeholders interact with DAFF services.

A central outcome of this phase was the creation of a Master Requirements Register, which captured pain points, opportunities, current channels, forms, job stories, and traceability requirements. As new stakeholder groups and business process areas emerged during the discovery process, CTO Consulting adapted timelines and resources to ensure these were incorporated into the strategy.

This collaborative, data-informed approach laid a strong foundation for defining a robust and actionable Export Channel Strategy.

Developing the Export Channel Strategy

Based on the Discovery report and a series of co-design sessions, including one with a broader group of DAFF team members involved in Australian export activities, CTO Consulting provided a Channel Strategy for Export, including:

• Key insights regarding export-related activities at DAFF

• Specific guiding principles for effective Export channel usage aligned to the DTA’s Digital Service Standards, and

• A series of prioritised initiatives and a roadmap including quick wins and foundational activities to focus on in the short and medium term

Thanks to the close collaboration with the DAFF team, the existing work program was adjusted to reflect the insights as they were identified and proposed initiatives were worked into the program.

Collaboration and Working Model

CTO Consulting worked closely with DAFF throughout the engagement, embedding a collaborative approach that ensured alignment, transparency, and momentum at every delivery stage. Our team operated as a trusted extension of DAFF, participating in regular stand-ups, governance forums, and co-design sessions to maintain visibility and enable informed decision-making.

We maintained open, honest communication, fostering a shared understanding of objectives and allowing the program to respond quickly to emerging insights. As findings and recommendations were validated, the existing work program was adjusted in real time to reflect new priorities and integrate strategic initiatives into the broader program roadmap.

Our working model was grounded in public sector best practice—upholding confidentiality, aligning with whole-of-government policy, and delivering actionable and sustainable outcomes. Maintaining a collaborative rhythm with internal teams ensured that deliverables were meaningful, aligned with strategic goals, and designed for long-term impact.

Delivering Long-Term Value

CTO Consulting focused on ensuring that the Export Channel Strategy would continue to deliver value well beyond the project’s completion. Our approach emphasised sustainability, strongly focusing on creating artefacts and recommendations that DAFF teams could readily use to guide ongoing implementation and decision-making.

We delivered practical tools—including a prioritised roadmap, user journey insights, and a Master Requirements Register—that enabled DAFF to take immediate action while laying the foundation for long-term transformation. These deliverables were designed to be adaptable, allowing for evolving stakeholder needs, emerging technologies, and changes in program direction.

We ensured the strategy was deeply embedded in the program’s objectives and operational reality through active stakeholder engagement and close partnership with internal teams. The result was a strategic asset that supports cost-effective delivery, improved service outcomes for exporters, and long-term alignment with the department’s ambition to grow Australian agricultural exports to $100 billion by 2030.