A group project to tackle the pain points of the DMV experience. From research to conceptualization during a 3 week period.

A group project to tackle the pain points of the DMV experience. From research to conceptualization during a 3 week period.

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Overview

Many have joked how the DMV experience is the worst. From the grumpy employees, document confusion, appointment mess to getting general information online. As a group, we attempted to rebrand and rethink the DMV experience, both online and onsite. No DMV should ruin anyone's day.

Overview

Many have joked how the DMV experience is the worst. From the grumpy employees, document confusion, appointment mess to getting general information online. As a group, we attempted to rebrand and rethink the DMV experience, both online and onsite. No DMV should ruin anyone's day.

Involvement

Visual Design
User Experience Research
Art Direction

Awards

Academy of Art University Spring Show '15
 

Involvement

Visual Design
User Experience Research
Art Direction

Awards

Academy of Art University Spring Show '15
 

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Research 
Knowing what the problem is

DMV (2013) had a lot of cutbacks in 12 states. They usually get their funding from license, registration, and some other fees. The way people interact with DMV is online and onsite, where online for quick info and tasks and onsite for different tasks. In other countries, a form of DMV is usually done in police offices or the public roads administration. In the US, the DMV stands as its own separate office. 

Interview

By interviewing from both sides of the employees and DMV visitors, there are three common issues:

  • Signs in the offices (outdoor and indoor)
  • Long Lines for both appointments and non appointments
  • Education of the documents
Personas

The 3 Personas
Vincent, Kara and Ester

Working with 3 different personas that tackles each pain point helps us to create 3 different scenarios that have different experiences and goals.

Vincent
With a language barrier with little english, Vincent comes from China to study at an international high school. He did not make an appointment and wants to be able to communicate with ease.

Kara
With some experience and her busy schedule, she is worried about not getting all of the documents required even though she checked online. She wishes that the appointment scheduling process could've been better - both online and phone call.

Ester
She is inexperienced, and wants to get a one on one assitance and wishes an easier process to call a DMV specialist.

 

Concepts
Trying new things

We tackled the ideas of going mobile, a complimentary app, website, and advertisement to rebrand DMV, creating a new welcoming one.

Maps (Information)
We had an idea to create a satelite office, where it is a smaller version of the DMV, that one can have access for quick drop offs and information.

Interior Office (Signs/ Long Lines)
Changing the overall look with new upgraded flow, lighting and furniture will help create a new welcomig DMV. It has a lounge waiting area, more natural lighting, bright colors and plants. As one comes in, they are greeted by a welcomer, which will direct you to a self help area, with computers and tablets and a helper. Or, they could be directed to a tasker to lead get you to the consulation area/waiting area. This sample flow will create lines a breeze.

ATM (Long Lines/ Information)
An ATM style concept where you can drop off your documents and pick up documents or information for DMV related tasks.

Mobile Truck (Signs / Information)
Just like food trucks, the DMV truck will go around different spots every week, with different targetted locations with different languages. This way, multilingual employees are able to communicate in different places such as Chinatown. Instead of you going to the DMV, the DMV comes to your area for light tasks.

Mobile site/app (Signs / Long Lines / Information)
This is the portal where you interact with before going to DMV. The redesigned and simplified online access will help people going through find the right information before going to DMV.

Rebrand Ads (Signs / Long Lines / Information)
Changing the DMV name attempts to change people's view on DMV, and create the perception of a welcoming one. Samples include bus/bus stop ads with possibly different languages as well, targeted to different places like Japantown for example.

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San Francisco | California 2017