SERVICE AND BRAND REDESIGN
SETH WEISSMAN 2013
SERVICE AND BRAND REDESIGN
SETH WEISSMAN 2013
TABLE OF CONTENTS INTRODUCTION SECTION 1 CURRENTLY SECTION 2 SERVICE DESIGN SECTION 3 BRAND DESIGN SECTION 4 CONCLUSION SECTION 5 PROCESS
CALIFORNIA DEPARTMENT OF MOTOR VEHICLES
DMV
SERVICE AND BRAND REDESIGN
A STATE RUN AGENCY THAT ISSUES VEHICLE REGISTRATIONS AND DRIVER LICENSES
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BUT A DRIVER LICENSE IS
DMV
SERVICE AND BRAND REDESIGN
MORE THAN A CERTIFICATE
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A DRIVER LICENSE IS
DMV
FREEDOM.
SERVICE AND BRAND REDESIGN
PAGE 13
A DRIVER LICENSE IS
DMV
SERVICE AND BRAND REDESIGN
ROMANCE.
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A DRIVER LICENSE IS
DMV
HOME.
SERVICE AND BRAND REDESIGN
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A DRIVER LICENSE IS
DMV
FUTURE.
SERVICE AND BRAND REDESIGN
PAGE 19
DMV
SERVICE AND BRAND REDESIGN
VISION The DMV is known for delivering motor vehicle related services in a systematic method. However, theDMV must appeal to the consumer in an emotional way as well as systematic. To consumers, this is expressed under the theme of 'Celebrate the driver.' Engage the consumer on an accomplishment level to promote success and empower the consumer. 'Celebrate the driver' expresses the message that registering and licensing is more than just a certificate but it is a life achievement with a warm and accessible tone without being in any way patronizing. It invites the consumer to engage in a dialogue with the department in a positive manner, with the promise of reward.
MISSION A holistic service experience that makes driver licensing and registration quick, comfortable and enjoyable for everyone.
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The DMV must look at the needs of the customer and their affluence to technology by reinterpreting the process flow of a persona group called impulse arrivals. These are people who do not make an appointment before coming to the location nearest them because they did not know how to, have time to or unexpectedly found time to visit. In order to streamline efficiency, make wait times dramatically shorter while providing personal assistance to those who need it most, a redesigned process flow that puts check-in power into the hands of customers themselves will save at least 1 hour of wait time.
New graphic elements built into DMV communications reflect ‘Celebrate the Driver’ and gives a consistent feel to different agency communications. This is important so the new branding personality continually reasserts itself in the consumer’s mind in a positive light. The brand messaging will embody the fun California spirit and translate this into its products and services.
The DMV branding will include a new drivers license design with a lenticular image of two different photos of the patron’s face. This will add a pleasant experience to the drivers license as well as a security feature making it hard to duplicate. In addition, a certificate emblem will be emblazoned on the card identifying the date the driver was first awarded their license to reinforce the ‘Celebrate the driver’ message. A miniature copy of the license card will be issued that can fit onto a keychain with limited visual details in case of loss.
The new look and style includes a pilot branch location in the midterm brand strategy roadmap. This concept branch will represent the new vision of empowering the customer and celebrating the driver. The new space will embody a friendly atmosphere, communal gathering and multimedia entertainment. The space has an open air garden lounge with check-in kiosks lined along the side walls of the garden. These checkin kiosks remove the need to stand in a line to speak to the representative and acquire the needed paperwork.
DMV
SERVICE AND BRAND REDESIGN
The kiosk has a sophisticated interface
maximize a patron’s understanding of the
with all patrons on file and understands
question, reduce cheating and multiple
the reason for a customer’s visit. The pa- testing experiences. By creating a digital tron will use their handprint to confirm
exam, the questions can be more ran-
identity using biomimicry technology
domized, easily updated to current traffic
and will pay for their license or registra-
laws, reduces paper waste and keeps
tion at the kiosk removing an additional
patrons information in the digital system.
step in the process flow. The transaction
For those patrons who need a little extra
will not be completed until after the
assistance beyond the kiosk or bring
customer ticket is completed.
their children to the DMV branch, there is a designated area where individual
In the garden lounge, a greeter will walk
services will be offered. In this space they
the area and direct patrons who need
are out of the hustle of main reception,
added assistance to the concierge desk.
and children will have a safe place to play
Along the wood paneled walls, a LED
relieving parents of the added stress. This
ticker will display names (not numbers)
area can also be educational for children
of those patrons next to be served and
where they can learn about the history
what desk they must report. This is a
of the DMV, history of vehicles and play
minimal and non intrusive approach to
fun road related games. The parents
alerting the customer to the status of
will be assisted in a sit down area in this
their ticket. In addition to the ticker, a
separate space to take care of their DMV
SMS text will be sent to their phone to
related business. This type of personal
alert them of their status.
attention is only possible because the technologically affluent impulse arrivals
The DMV lounge is a friendly and
can now check-in independently relieving
comfortable space that has electronics
the intense lines.
charging stations, temporary work counters, video entertainment and interactive Everyone wants a great license photo so touch screen displays where a patron
there is a quiet, semi private photo booth
can learn about DMV history or practice
where the patron controls the quality of
for their video drive exam.
the photo(s) that will be printed. In this area there is a vanity so a customer can
To continue the effort to streamline
have a moment to look their very best
process, reduce redundancy and em-
in the photo. These photo booths will
power our customer, they will now take
take two photos asking for two different
a video drive exam on a touch screen
smiles and the drivers license image will
monitor instead of a paper test. A video
be a lenticular photo showing booth your
drive exam will present a question and
good sides.
provide a simulation of the question to
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Customer service is a major priority
This program would benefit the commu-
so the staff will be required to take
nity as well as the department.
hospitality training like that at a hotel or restaurant. The techniques used in
The longterm brand strategy roadmap
these industries will better prepare DMV
will include several technologies that
employees to embody the new strategy
are still several years out. Due to the
to celebrate the driver and appreciate
ongoing trend of including dashboard
the licensing process. Since the DMV is
monitors into cars with gps and inter-
responsible for issuing official documen- net services, the DMV will offer vehicle tation in the presence of the customer
registration services direct from your
than the staff should be dressed in a
car. On your vehicle dashboard monitor,
consistent uniform displaying the official you will be able to renew your registralogo of the department. Other state run
tion automatically once the smog check
agencies require a uniform or dress code has been confirmed by a service center therefore the DMV will follow suit with
along with scheduling appts and other
modern and tasteful uniforms.
services. In order to maximize services, reduce department spending without
A volunteer program will be implement-
losing state jobs, the DMV will offer
ed to add much needed support to the
smaller satellite locations in shopping
department, engage community partici-
centers and local communities. These
pation and reduce strain on low income
satellite locations will include kiosk ser-
households for driver training. When
vices that accept all forms of payment
a member of the community offers
as well as DMV representatives that
to volunteer for the DMV, they will be
can offer individual attention for those
rewarded with a decal on their license
patrons with extra needs.
which entitles them to a discount on vehicle registration as well as additional
The DMV will now sponsor youth
warnings for moving violations or park-
related activities to influence the
ing tickets. Volunteers can be responsi-
youth early with car related events
ble for setting up DMV sponsored youth
to stimulate positive experiences for
programs such as an annual soap box
future drivers.
derby and driver training. No longer will the DMV have a stigma A volunteer could donate his/her time
of frustration and inefficiency with long
to training youth who cannot afford
lines and poor attitudes. By reframing
driver education. This volunteer would
the approach, celebrating the driver and
be trained and given authorization to
supporting local youth, the DMV will be
driver train and graduate driver trainees.
a wildly pleasant user experience that is celebrated within the community.
DMV
SERVICE AND BRAND REDESIGN
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CALIFO LOVE DRIV
ORNIA ES ITS VERS
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SERVICE AND BRAND REDESIGN
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DMV
CURRENTLY
SERVICE AND BRAND REDESIGN
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WHAT’S THE PROBLEM WITH CALIFORNIA’S DMV?
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PEOPLE’S CURRENT PERSPECTIVE “It just seems like you are stuck in purgatory waiting to finish what you have to do to get on with your life.”
“Linolium floors, white walls, no windows and nothing personal about the space.”
“Like prison? Beige walls, high school style desks, no music, no TVs and nothing to do.”
“The lines and chairs make the wait seem even longer and more hopeless.”
DMV
SERVICE AND BRAND REDESIGN
DMV’S CURRENT OFFERINGS OUR MISSION
To serve the public by providing quality licensing and motor vehiclerelated services.
DMV PROMISES OUR VISION California DMV: A recognized and RESPECT & EFFICIENCY BUT trusted leader in public service. DOES NOT DELIVER THAT EXPERIENCE NOR REFLECT ITS PRINCIPLES OUR CORE VALUES
Honesty and integrity Commitment to serve the public Respect and consideration for each other, our customers, and the environment Accuracy and quality in all our products and services
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DMV
SERVICE AND BRAND REDESIGN
This is a sketch an interviewee drew when asked to visually depict their interpretation of the DMV.
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CALIFORNIA STATISTICS
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The Department of Motor Vehicles is a California run agency that employs over 7,000 state workers and registers 33 million vehicles and licenses 23 million drivers. The California DMV supports more Califoninans than these five states combined (highlighted).
SWOT ANALYSIS ON-SITE SERVICES Environment that provides a great user experience Combination of online and onsite tools to streamline flow Improves employee behavior
STRENGTHS
WEAKNESSES
• • • • •
Clean, well maintained locations Pleasant interaction with attendants Verbal and visual numbering system Well trained front desk attendant Signs directing people to use website Many locations available innovations • LEEDS Certified member in sustainability
• High volume on weekends • Lackluster employee attitude • Weaving line out the door • Overwhelming to patrons • Large room of plastic chairs • Non personal numbering system • Wide spread confusion among patrons • 4 different areas of activity • Ambiguous signage • Nervous energy among patrons
OPPORTUNITIES
THREATS
• • • • • • • •
• Lack of easy to understand protocols • Confusion leads to low public opinion • Low efficiency is a loss of time • Overwhelming amount of people • No two offices are alike.
Maximize staff potential at front Privacy matters to people Create an inviting environment Fusion between online & onsite tools Modernize the numbering system Color system, interior design, seating Streamline service process Embrace Sustainability achievements
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SERVICE AND BRAND REDESIGN
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ONLINE SERVICES
Online offering is strong but many do not use it Digitize PDFs to cut down forms Minimize splash page content A fusion of online services should be available to people in branch
STRENGTHS
WEAKNESSES
• Mobile app to meet DMV needs • Robust online website • Online business is surging (11m) • Online vehicle registrations are up • Offer easy text size increase • Online appointment scheduling • Online drivers and appointment • Scheduling system
• Must select a pull down menu in order to select a service • Instructions on doc completion • Too much information • Over 50 online PDF forms found • Long site navigation reduces pa tron time efficiency
OPPORTUNITIES
THREATS
• More direct categorization • Reduce site navigation time • Digitize PDFs into system online • Consolidate service offerings
• Other agencies taking on their responsibilities (I.e. AAA) • Terrible public opinion • Budget cuts from government • Dense online offering alienates older patrons 
DMV has large notoriety because of it’s size and monopoly on car related services but it’s public opinion is so low, no one wants to go.
SWOT ANALYSIS BRAND IDENTITY
Branding must be stylized to fit a service provider motif
STRENGTHS
WEAKNESSES
• DMV has a recognizeable name • Everyone knows the initials D.M.V. • Recognizeable logo(s)
• Never present employees as helpful in messaging • Various representations of logo • No consistent color palatte
OPPORTUNITIES
THREATS
• Create a harmonious and positive logo identification with DMV • Present employees as helpful and “here for you” • Be more transparent with the public about process
• Logo creates an immediate negative feeling and its government affilia tion has negative feelings
Employee public opinion must turn around

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PUBLIC AFFAIRS
“The DMV is the perfect place to demonstrate the incompetence of many public services, and to instill completely justifiable rage on the part of taxpayers.”
STRENGTHS
WEAKNESSES
• DMV answer man is a video servies that answers FAQs in a friendly way • People share positive stories about DMV experience
• Never present employees as helpful in messaging • Various representations of logo • No consistent color palatte
OPPORTUNITIES
THREATS
• Sense of empowerment to patron • New technology would actually improve job performance job rather than a threat to them • No unexplained/hidden fees
• Almost unbearable anger at DMV • Services have improved but people still assume it is poor • Balance of pleasing employees and patrons at same time • People are terrified of long lines
-Keith Humphreys

The Information is not disseminated properly creating a lack of education for the DMV customers. They have a front desk reception for user information that is well intentioned but is misplaced.
POSITIONING MATRIX ON-SITE SERVICES EFFICIENT
UNCOMFORTABLE
COMFORT
INEFFICIENT
There is a lot of room for the DMV to improve services offered while maintaining a quality experience to its customers.
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SERVICE AND BRAND REDESIGN
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ON-SITE SERVICES EFFICIENT
CELLPHONE STANLEY
LOST PRINCESS TEENAGE TAWNYA
UNCOMFORTABLE
COMFORT BODY BUILDER BONNIE
ROCKING HIPSTER VETERAN VIC
CONSTRUCTION CRISTO
HIP GRANDMA
INEFFICIENT
DMV competitors are better at service, efficiency and user experience across the board Many customers of the DMV that maintain quick but cozy lifestyles are younger and more technologically savvy people.
MAJOR DMV PAIN POINTS
CHECK-IN QUEUE
CHECK-IN COUNTER
Line out the door for those without an appointment just waiting to check-in.
The check-in receptionist must hear every single person’s need and pick out specific forms from the stack.
OPPORTUNITY
OPPORTUNITY
Check-in kiosks will remove the need for any line with the exception of special needs.
Check-in with a simple touch screen terminal. Check-in receptionist for those who need extra assistance.
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WAITING AREA
BABIES & CHILDREN
Bare minimum comfort level and is usually over crowded.
People have to find extra space for a bassinet or their children.
OPPORTUNITY
OPPORTUNITY
More engaging use of space with comfortable seating, designated service areas and entertainment options.
A designated area for families and children to play while a representative assists the customer.
MAJOR DMV PAIN POINTS
CELL PHONES
PUBLIC OPINION
Most people surf on their phones while they wait for their turn.
People have a really lousy attitude by the time they speak to an attendant due to their long wait and low quality of service.
OPPORTUNITY
OPPORTUNITY
Partner with Samsung or another mobile provider and install mobile charging stations
A hospitality based employee training system will improve process and people’s attitude.
DMV
SERVICE AND BRAND REDESIGN
DRIVE TEST
ELDERLY
Cars are made to queue up in order to take drive test with inspector. Could be over an hour wait.
Older population must stay in line with everyone else not taking into consideration their special needs.
OPPORTUNITY
OPPORTUNITY
Up to the minute status update on the queue so people are informed of expected wait time.
Personalized service for those individuals over 70 years.
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EXPERT INTERVIEW: JAN MENDOZA Director Public Affairs Department of Motor Vehicles Sacramento
Worked at DMV for 12 years
DMV has licensed dealers for vehicle registrations only
DMV employees are a proud group Difficult to change public opinion BUDGET: Experienced a 5% salary cut 1 furlough day per month EDUCATION: Believes lack of knowledge of system is why people do not make appts. 1) No access to internet 2) Impulse attendance TRUST: Feel safe talking to attendant PAYMENT: People pay in cash, or no credit cards
Ongoing strategic plan is to move more people onto website transactions. VISION: Make an appt, and be out in 15 minutes or less Reason for on-site visit is to prove identity — Drivers License / ID Bracing for Silver Tsunami in near future
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SERVICE AND BRAND REDESIGN
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IMPULSE ARRIVAL PERSONA An individual who does not or cannot make an appointment and finds a spare moment in their day to take care of DMV business. This is a person who the DMV cannot acount for on a daily basis.
DMV
TRUST DAY ACTIVITY BUSY SCHEDULE PERSONAL ATTENTION CAN’T PLAN AHEAD UNAWARE OF TOOLS
SERVICE AND BRAND REDESIGN
CREDIT CARD DISTRUST CASH ONLY NO COMPUTER UNDERESTIMATE EVERYTHING ONLINE
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PEOPLE WHO USE THE DMV Early 30s Men and Women Wears business attire $75 - 120K p/y Masters Degree Not Married No Children White Caucasian Social status oriented Conducts business on a cell phone when out of the office. Late Majority.
BUSINESS MAN Late 20s Predominately Women Business casual $75k p/y College Degree Not Married Lives on the computer and her phone being productive. Very active but forgetful Innovator.
LOST PRINCESS
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Early 40s Predominately Women Families of 3 or more $25 - 55K p/y Married Hispanic Loves being a provider & family woman Very interested in mexican heritage Laggard.
FAMILY Late 70s Men and Women Retired Pension & Social Security White Caucasian Always dresses for the day Doesn’t mind waiting when going to the DMV, it is a great day time activity. Aging population must take the driving test every 5 years. Early Majority.
SENIOR CITIZEN
ARCHETYPE DAILY SCHEDULE
6A
M
M
7A
M
8A
M
9A
10
AM
Nurse
Business Man
Senior Citizen
Family
DMV Hours
Retirees typically wake very early and will go to the DMV right when it opens.
She gets the kids up, fed an or must bring them with in
DMV
11 A
M
12
PM
M
2P
1P
M
M
3P
M
4P
SERVICE AND BRAND REDESIGN
M
5P
6
PM
Nurse s shifts are 12 hours long and usually start early in the morning.
Wakes at 6am and is in the office by 8. He would only be available during lunch.
nd to school the morning.
DMV branch offices are open on average from 8am to 5pm.
Based on the workday, the DMV’s peak traffic is right at 8am when it opens, lunchtime and then busy again late in the afternoon.
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CURRENT DMV PROCESS FLOW Non Appointment check-in average 1 hr
Check-in attendant
Entrance
Appointment check-in 1 to 5 min
Given paperwork and a number
DMV
Non Appointments wait 1 to 3 hours
SERVICE AND BRAND REDESIGN
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1st atttendant
2nd atttendant
3rd atttendant
4th atttendant Appointment wait 1 to 15 min
Visit complete
Non Appointments can take up to 4 hours
Appointments can finish within 30 min
Current process flow wait time can range from 30 minutes to 4 hours.
REIMAGINED PROCESS FLOW Special Needs Services
Entertainment lounge Check-in Kiosks
Greeter
Concierge
Take care of business right here at kiosk
Look for name onLED ticker or SMS text
DMV
SERVICE AND BRAND REDESIGN
Driver License Center Drive Test Written Test Eye Test
Registration Center Misc. Business
CONGRATULATIONS
Reimagined flow will automate checkin and reduce a potential 3 hour wait time to 15-30 minutes.
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WHAT MUST HAPPEN TO MAKE THE DMV PROCESS A SUCCESS?
Respect people’s time and energy
Excellent user experience with fast and efficient customer service
Celebrate the registration and ownership rituals of a vehicle
Easily disseminate information to a customer
DMV
SERVICE AND BRAND REDESIGN
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CELEB TH DRIV
BRATE HE VER
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IDEAL CUSTOMER EXPERIENCE
Celebrates the motor vehicle driver and acknowledges the licensing accomplishment Respects patrons time and energy with quick, efficient and modern services A refreshing experience with excellent hospitality services
Easy to understand service that excels at disseminating information to patrons A welcoming space or environment that provides basic road safety services
DMV
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IDEAL BRAND STRATEGY
BRAND IDENTITY
HOLISTIC HOLISTIC SERVICE REDESIGN
PRODUCT
SERVICE
DMV
SERVICE AND BRAND REDESIGN
DEPARTMENT OF MOTOR VEHICLES
HOLISTIC HOLISTIC SERVICE REDESIGN
REGISTRATION & DRIVERS LICENSE
CUSTOMER PROCESS
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IDEAL BRAND MESSAGE
personalized experience
respected confidence
convenient journey
privacy privilege
community focused
professional attitude
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SERVICE AND BRAND REDESIGN
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BRAND IDENTITY
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BRAND RESEARCH TOUCHPOINTS
CHECK-IN
ENVIRONMENT
CUSTOMER SERVICE
BRAND IDENTITY
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BRAND ROADMAP
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TONE & VOICE
'Celebrate the driver' is expressed with a warm and accessible tone. Combines friendly familiarity with respect, much as you would speak with a friend or colleague. It is warm and accessible without being in any way patronising. It invites the consumer to engage in a dialogue of partners, with the promise of reward.
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VISUAL BRAND LANGUAGE / LOGOTYPE
The brand logo has a warm personality that can continually reassert itself in the consumer’s mind in a positive light. The brand messaging will embody the fun California spirit and translate this into its products and services.
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LOGOTYPE USE / MISUSE
The old DMV seal will no longer be displayed as it is a symbol of frustration.
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Interstate
Department of Motor Vehicles Department of Motor Vehicles
Department of Motor Vehicles California mountains juxtaposed with its vast highways is the inspiration for the DMV logotype.
COLOR PALATTE / ATTRIBUTES
CALIFORNIA
CELEBRATION
NATURAL ORDER
Orange is the heart of the new
Light and crisp green is the color
Being one with the earth and
DMV with the beauty of California
for celebrating all our drivers.
especially the California eco-
as it’s muse.
system is a princible
DMV
TRANSPARENCY
REFRESHING
SERVICE AND BRAND REDESIGN
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WARM & COZY
Be as clear as a pool of water
DMV is a pleasant and lovely place An environment of comfort and
is DMV’s goal to disseminate
that embraces accomplishment.
information to its patrons.
ease to conduct registrations and take important driving exams.
NEW LOOK & STYLE: GRAPHIC ELEMENTS
A certificate emblem is emblazoned on the card identifying the date the driver was first awarded their license to reinforce the ‘Celebrate the driver’ message.
The DMV branding will include a new drivers license design with a lenticular image of two different photos of the patron’s face. This will add a pleasant experience to the drivers license as well as a security feature making it hard to duplicate.
DMV
Since the DMV is responsible for issuing official documentation in the presence of the customer than the staff should be dressed in a consistent uniform displaying the official logo of the department.
SERVICE AND BRAND REDESIGN
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GRAPHIC ELEMENTS
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Seeing a billboard like this on the road will reengage a driver to appreciate the beauty and fun of driving in California.
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A billboard like this will generate a sense of nostalgia for those who currently drive and excite the younger folks who are eager to drive.
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SERVICE AND BRAND REDESIGN
CUSTOMER PROCESS
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CUSTOMER SCENARIO By separating those who would want and can operate a kiosk to check-in and do business, it will eliminate the need to have a informational receptionist improving process flow.
DMV
APPOINTMENT
AUTOMATED KIOSK
SERVICE AND BRAND REDESIGN
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IMPULSE ARRIVAL
TECH SAVVY
SPECIAL NEEDS
AUTOMATED KIOSK
PRIORITY CUSTOMER
NEXT AVAILABLE
PERSONAL CONSULTATION
A process flow that puts check-in power in the hands of customers themselves will save at least 1 hour of wait time.
DMV ENVIRONMENT This concept branch will represent the new vision of empowering the customer and celebrating the driver. The new space will embody a friendly atmosphere, communal gathering and multimedia entertainment.
Garden Entrance
Check-in Kiosk
DMV
Video Drive Test Area
SERVICE AND BRAND REDESIGN
Children’s Area
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GARDEN LOUNGE
The space has an open air garden lounge with check-in kiosks lined along the side walls of the garden. In the garden lounge, a greeter will walk the area and direct patrons who need added assistance to the concierge desk
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CHECK-IN KIOSK
Check-in kiosks remove the need to stand in a line to speak to the representative and acquire the needed paperwork. The kiosk has a sophisticated interface with all patrons on file and understands the reason for a customer’s visit.
DMV
SERVICE AND BRAND REDESIGN
1.
2.
Positive messaging will get the user excited
Biomimicry technology is used with a
to check-in with limited hassle.
handprint to confirm identity.
3.
4.
The system has a record of all your vehi-
Congratulations and a detailed list of
cle registrations and a profile on file. This
next steps for the user’s DMV visit with a
is to help the user keep track of records.
map directing them to the finish line.
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SERVICE TICKER
Along the wood paneled walls, a LED ticker will display names (not numbers) of those patrons next to be served and what desk they must report. This is a minimal and non intrusive approach to alerting a customer to their appointment.
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DMV ALERT APP + SMS
Since every client is registered, the system will send a SMS text to their mobile phone notifying them of their status. The mobile app comes with additional features such as maps, instructional videos, user profile and photos.
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PHOTOBOOTH
Everyone wants a great license photo
These photo booths will take two photos
so there is a quiet, semi private photo
asking for two different smiles and the
booth where the patron controls the
drivers license image will be a lenticular
quality of the photo(s) that will be
photo showing booth your good sides.
printed. In this area there is a vanity so a customer can have a moment to look their very best in the photo.
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SERVICE AND BRAND REDESIGN
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VIDEO DRIVE TEST
A video driver exam will present a question and provide a simulation to maximize a patron’s understanding of the question, reduce cheating and multiple testing experiences. By creating a digital exam, the questions can be more randomized, easily updated to current traffic laws, reduces paper waste and keeps patrons information in the digital system.
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SERVICE AND BRAND REDESIGN
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FAMILY AREA
For those patrons who need a little extra assistance beyond the kiosk or bring their children to the DMV branch, there is a designated area where individual services will be offered. In this space they are out of the hustle of main reception, and children will have a safe place to play relieving parents of the added stress. This area can also be educational for children where they can play fun road related games.
DMV
SERVICE AND BRAND REDESIGN
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DMV
SERVICE AND BRAND REDESIGN
CUSTOMER SERVICE
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HOSPITALITY TRAINING
Customer service is a major priority so the staff will be required to take hospitality training like that at a hotel or restaurant. The techniques used in these industries will better prepare DMV employees to embody the new strategy to celebrate the driver and appreciate the licensing process.
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GREETER IN KIOSK
Implement a host at the entrance to help direct people to a kiosk or if they need additional assistance during peak hours. This will reduce customer confusion, long lines, and repetition of inquiry.
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SIT DOWN WITH CLIENT
People can be assisted in a sit down area in this separate space to take care of their DMV related business. This type of personal attention is only possible because the technologically affluent impulse arrivals can now check-in independently relieving the intense lines.
DMV
FUTURE
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SATELITE DMV BRANCHES
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In order to maximize services, reduce department spending without losing state jobs, the DMV will offer smaller satellite locations in shopping centers and mobile registrar trucks. These satellite locations will include kiosk services that accept all forms of payment as well as DMV representatives that can offer individual attention for those patrons with extra needs.
DASHBOARD ASSISTANCE
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On a vehicle dashboard monitor, patron will be able to renew their registration automatically once the smog check has been confirmed by a service center along with scheduling appointments and other services.
VOLUNTEER TESTER
A volunteer could donate his/her time to training youth who cannot afford driver education. This volunteer would be trained and given authorization to drive train and graduate driver trainees. This program would benefit the community as well as the department.
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A volunteer will be rewarded with a decal on their license which entitles them to a discount on their vehicle registration as well as an additional warning for a moving violations or parking tickets.
SOAPBOX DERBY SPONSOR
Volunteers can be responsible for setting up DMV sponsored youth programs such as an annual soap box derby and driver training. By reframing the message and supporting local youth, the DMV will be a wildly pleasant user experience which is celebrated within the community.
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NO LONGER WILL THE DMV HAVE A STIGMA OF FRUSTRATION
CELEBRATE
THE DRIVER
CELEBRATION OF THE DRIVING EXPERIENCE
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PROCESS
SERVICE AND BRAND REDESIGN
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CASE STUDY: ARCLIGHT CINEMAS
ENVIRONMENT Modern approach to the cinema and “the movie going experience.” 500,000+ Members Excellent interface between purchase process, physical environment and entertainment options
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SERVICE AND BRAND REDESIGN
USER EXPERIENCE
USER INTERACTION
Entry is world class offering a large area, easy to see and understand showtimes
Offers multiple purchase options from ticket counter to online and apps.
Offers multiple purchase options Very simple user interface for ticket from box office to automated kiosks purchase, seat selection and show times based on your location. Limiting disruptions of extra commercials that take away from the authentic movie experience.
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CASE STUDY: VIRGIN AMERICA AIRLINES
ENVIRONMENT Presents Check-in kiosks like a concierge desk at a high end hotel with beautiful floral decorations, lacquered white table and carpeted floors. You can speak to an attendant or check-in on your own depending on your time or comfort level while traveling.
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SERVICE AND BRAND REDESIGN
USER EXPERIENCE
USER INTERACTION
Provides positive reinforcement all along the travel experience from Paaarty! to personalized luggage tags.
Easy and clear online transaction interface at point of purchase and flight selection.
Personalized approach to the inflight hostess welcoming you on board. Social options to meet or text with friends on the plane sitting elsewhere.
Emails traveler receipt, reminders and schedulers to keep on track of flight. In-flight entertainment is state of the art, colorful and simple down to the icons to maneuver seamlessly.
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SERVICE AND BRAND REDESIGN
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SERVICE AND BRAND REDESIGN
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SERVICE AND BRAND REDESIGN
Original environment concepts were to put the kiosk farm inside the building. This would not work because there would be massive congestion in that area and too much empty space through-out the building.
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LOGO TREATMENT
DMV
DMV DMV V DMV D M V DMV
DMV
DMV
MV
DMV
MV
Celebrate the driver
DMV
DMV
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This logo that was inspired by roads and California mountains was deemed too pastel in color and childlike for the overall DMV tone. The new brand identity is a refined and outlined version.
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These vector illustrations are the very first attempts at a new DMV logotype. The goal was to represent Los Angeles’s vast roadway systems however this was too aggressive. The highway concept only symbolized pain and frustration.
A DRIVER LICENSE IS
FREEDOM.
ROMANCE.
HOME.
FUTURE.