Understanding DMV Customers

with a state Department of Motor Vehicles

PARTNER
A state Department of Motor Vehicles

SECTOR
Government, Transportation

SKILLS UTILIZED
User research
Facilitation
Management

THE CHALLENGE

A state DMV wanted a comprehensive understanding of who their business and non-business customers were and what those customers were experiencing. They also wanted ideas for how they could better meet their customers’ needs.

PROCESS

Heard Directly from Business and Non-business Customers

We employed a 3-part mixed method approach to our research.

  1. We released a detailed survey, which over 19,000 DMV customers responded to

  2. We interviewed 37 total business and non-business DMV customers across different business categories and types of services received

  3. We utilized a social media listening and sentiment analysis tool, which analyzed 480 social media posts across multiple platforms

My values in action: Lived experience is expertise.

Synthesized the Data into Archetypes and Journey Maps

Using an approach called affinity mapping, our team synthesized the data we had collected into archetypes, which amalgamated representations of customer based on patterns in behaviors and needs. We also mapped the data into journey maps and layered on the survey data. To further encapsulate customer needs in an actionable format, we translated the interview data into jobs-to-be-done statements.

Collaborated with DMV Staff to Ideate Improvements

Using the archetypes, we designed and hosted an ideation workshop for 38 DMV staff from the top to the bottom of the organization. The staff generated over 100 ideas and voted, narrowing the list to 15 ideas. Those ideas were the final piece of the end deliverables.

My values in action: Be a shepherd.

OUTCOME

A Clearer Understanding of what DMV Customers Experience

The final customer journey maps capture the entire experience of interacting with that state’s DMV, including decision points and when customers would need to go back to previous steps. Survey data, key quotes, recommendations, and jobs-to-be-done statements were layered on the map, making it a robust research artifact.

See one of the journey maps below:

A Clearer Understanding of Who DMV Customers Are

The research data was synthesized into 2 business archetypes and 3 non-business archetypes. These archetypes encapsulates broadly the types of customers the DMV has.

See some of the archetypes below:

9 Recommendations for Improving Customer Experience

Nine recommendations emerged and were presented, each with details and facets. The recommendations were a combination of research learnings and ideas from the staff ideation session.

See some of the recommendations below: