International Consultant- User Journey Specialist-a2i

Location : Dhaka, BANGLADESH
Application Deadline :01-Nov-21 (Midnight New York, USA)
Type of Contract :Individual Contract
Post Level :International Consultant
Languages Required :
Expected Duration of Assignment :47 working days within 4 months

UNDP is committed to achieving workforce diversity in terms of gender, nationality and culture. Individuals from minority groups, indigenous groups and persons with disabilities are equally encouraged to apply. All applications will be treated with the strictest confidence.

UNDP does not tolerate sexual exploitation and abuse, any kind of harassment, including sexual harassment, and discrimination. All selected candidates will, therefore, undergo rigorous reference and background checks.


There is an urgent need for more efficient and inclusive public service delivery institutions that will deliver the level and quality of services necessary to support the population of a middle-income country. Factors contributing to the key problem that this programme addresses, i.e. weak performance of government services in addressing the needs of underserved communities in Bangladesh, include an archaic public service delivery model that poses fundamental challenges to promoting access for financially and socially disadvantaged groups. Their illiteracy rate is quite high, and additionally they often lack power and self-confidence, and suffer physical, institutional and social constraints.  The conventional process requires the citizen to appear before one or more public officials’ multiple times during office hours, fill in complicated forms, obtain authentication/notarization from government agents, and often wait in long lines. This face-to-face delivery model makes services less accessible to a large segment of the population who are either unable or face substantial difficulties to undertake travel to government offices.

Complicated administrative processes also give rise to the need for intermediaries to steer the recipient through a difficult and often non-transparent series of hurdles. These intermediaries not only increase the cost of service for the recipient but also further incentivize vested interests to maintain the status-quo.

Acknowledging the importance of designing and delivering services that are truly citizen-centric, high quality and integrate across the whole-of-government, the Honorable ICT Minister and Senior Secretary of ICT Division have commissioned the establishment of a ‘Customer Innovation Lab’ (CIL). Housed within a2i, CIL is a platform that champions e-Participation (with a particular focus on service innovation) and specializes in extracting user insights by engaging directly with citizens. It works closely with service providers to help them assimilate customer inputs and insights into the service innovation process. It bridges the gap between the supply and demand for public services by providing an open, inclusive platform that brings together the private sector, academia, civil society and development partners. It aspires to further empower citizens, placing them “in the driving seat”, and co-create transformative solutions to major design and delivery challenges associated with public services and make them more inclusive, affordable, reliable and easier to access.

‘Aspire to Innovate (a2i) Programme’ is recruiting a User Journey Specialist to support the a2i’s “Customer Innovation Lab” which aims to develop a user journey mechanism consulting with citizen to ensure better citizen-centric service delivery in public sectors.

The project is funded by the Government of Bangladesh, UNDP and other development partners, and is implemented by the ICT Division and Cabinet Division.

Duties and Responsibilities


The overall objectives of the assignment will be the following:

  1. Develop existing user journey for 11 types of services (list attached)
  2. Develop model user journey for those 11 services
  3. Documentation of the user journey process

Scope of work:

i.International consultant will be diligently responsible to design and develop customer journeys for    the following 10 services of Grievance Redress System: Government to Business: execute better customer experience for the services. 

ii.International consultant will be responsible to better execute customer journey through complex understanding of digitization architecture which will better serve the purpose of greater customer experience.

iii.International consultant will be identifying the pain points of customers through design of customer journey after developing

iv.International consultant will design well detailed customer journeys after extensive understanding of detailed demand-side study to generate well-articulated customer journey from improving satisfaction of customers of those services by developing questionnaires, survey methodology and other tools.

v.International consultant will incorporate human centered design thinking, identify the issues and conduct a comprehensive understanding of customers need to design customer centric user journeys for the services through human centered design thinking existing or new toolkits.

vi. International consultant will design sustainable customer journeys and deliver key insights about customer satisfaction by improve the quality of services and enhance service image in the eyes of the customers by conducting individual interviews and focus group discussion through field visits and face to face interaction.  

The assignment will focus on the following areas and activities:

  • Develop inclusive user journey interacting the service receivers for the above mentioned services of Grievance Redress System and Government to Business;
  • Develop standard user journey based on the findings and demand from the service receivers for 11 Government services;
  • Documentation of the whole process for developing user journey and interactions with the service receivers;

Supervision and Performance Evaluation:

International Consultant – User Journey Specialist will be working with a2i, Customer Innovation Team (CIT). S/he will be working under supervision of the Capacity Development Specialist of a2i Programme who will be responsible for reviewing the performance and approve the deliverables of the incumbent.

Timeframe and deadlines:

The assignment will be for 47 working days for over 4 months period.


Delivery date

Submit inception of the initiative

after 14 working days

Submit Field Research Highlights

after 28 working days

Submit standard user journey for 11 Government Services

after 42 working days

Submit a report mentioning the development of user journey process and the interaction with the service receivers

after 47 working days










The incumbent will be paid on deliverables basis. The incumbent will be paid in 4 installments, after completing each of the activities.

Duty Station: Dhaka


Corporate Competencies:

  • Demonstrates integrity by modeling the UN’s values and ethical standards
  • Promotes the vision, mission, and strategic goals of UNDP
  • Displays cultural, gender, religion, race, nationality and age sensitivity and adaptability
  • Treats all people fairly without favoritism

Functional Competencies:

Development and Operational Effectiveness

  • Ability to perform a variety of standard specialized and non-specialized tasks and work processes that are fully documented, researched, recorded and reported;
  • Ability to review a variety of data, identify and adjust discrepancies, identify and resolve operational problems;
  • Ability to perform work of a confidential nature and handle a large volume of work;
  • Has good knowledge of financial rules and regulations;
  • Ability to provide input to business process re-engineering, implementation of the new system.

Management and Leadership

  • Builds strong relationships with clients, focuses on impact and result for the client and responds positively to feedback
  • Consistently approaches work with energy and a positive, constructive attitude
  • Demonstrates good oral and written communication skills
  • Demonstrates openness to change and ability to manage complexities
  • Leads teams effectively and shows mentoring as well as conflict resolution skills
  • Demonstrates strong oral and written communication skills
  • Remains calm, in control and good humored even under pressure

Knowledge Management and Learning

  • Promotes knowledge management in the project and a learning environment in the office through leadership and personal example
  • Actively works towards continuing personal learning and development in one or more Practice Areas, acts on learning plan and applies newly acquired skills

Language Required: Fluency in speaking and writing in English

Required Skills and Experience

Academic Qualifications:

  • Minimum Master’s degree in Business Administration/ Management/ Development Studies/ Social Science or any other relevant discipline.


  • Minimum 12 years of working experience in research area focusing citizen
  • At least 3 researches with Government/ renowned Development organizations
  • Experience in implementation of human-centered design thinking in public services

Cumulative analysis

When using this weighted scoring method, the award of the contract should be made to the individual Consultant whose offer has been evaluated and determined as:

a) responsive/compliant/acceptable, and

b) Having received the highest score out of a pre-determined set of weighted technical and financial criteria specific to the solicitation.

  • Technical Criteria weight: 70%

  • Financial Criteria weight: 30%

Only candidates obtaining a minimum of 70% point in technical criteria would be considered for the Financial Evaluation.

Technical Evaluation Criteria



Max. Point




Educational qualification



Experience in implementation of Human-centered design thinking process



Experience in analyzing Government Services



Experience working with Government agencies (both in Bangladesh and other countries) and international donor agencies 



Financial Evaluation (Total 30 marks)

All technical qualified proposals will be scored out 30 based on the formula provided below. The maximum points (30) will be assigned to the lowest financial proposal. All other proposals received points according to the following formula:

p = y (µ/z)


  • p = points for the financial proposal being evaluated;
  • y = maximum number of points for the financial proposal;
  • µ = price of the lowest priced proposal;
  • z = price of the proposal being evaluated.

The financial proposal shall specify a total lump sum amount, and payment terms around specific and measurable (qualitative and quantitative) deliverables (i.e. whether payments fall in installments or upon completion of the entire contract). Payments are based upon output, i.e. upon delivery of the services specified in the TOR. In order to assist the requesting unit in the comparison of financial proposals, the financial proposal will include a breakdown of this lump sum amount (including travel, per diems, and number of anticipated working days).

Financial Milestone



Submit inception of the initiative


Submit Field Research Highlights


Submit standard user journey for 11 Government Services


Submit a report mentioning the development of user journey process and the interaction with the service receivers











Interested individual consultants must submit the following documents/information to demonstrate their qualifications:


  • Duly accomplished Letter of Confirmation of Interest and Availability using the template provided by UNDP;
  • Personal CV, indicating all past experience from similar projects, as well as the contact details (email and telephone number) of the Candidate and at least three (3) professional references;
  • Financial Proposal: Financial Proposal has to be submitted through a standard interest and availability template which can be downloaded from the link below:

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