Challenge & Selection

The client for who I worked contacted my company in order to address a challenge that they were  facing : improve the journey to obtain a driving license. Indeed citizens had been raising a lot of  complaints over the years and the project aimed to build a new smooth digital experience to the  citizens.

I selected the “mind-mapping” tool with regard to this challenge as a lot of research had to be done  in order to identify the customer journeys “as-is” and the actual processes. The mind-mapping tool  was used to clarify the process per group of stakeholders as well as the pain points linked to the  emotions.

Application

In order to understand the actual pain points and to identify the areas of improvement, my team  undertook a lot of research. Different tools were used to understand the experience of the  stakeholders such as observation on the field, interviews, focus groups, digital surveys, desk  research, etc. By doing so, we have been able to gather a lot of information regarding all different  stakeholders such as the driving instructors, driving schools, exam centers, government experts,  communes, …

In order to structure our work we have used mind-mapping tools.

A first activity where we used it was to identify the different stakeholders through the stakeholder  mapping. This tool allowed us to identify the level of involvement of each group of stakeholder. By  doing so, we have been able to understand the importance to address to which stakeholder and at  which moment of the process. This tool was used during a workshop.

A second activity was the identification of the different personas during a workshop. We effectively  worked together with the client, based on the information previously gathered, in order to identify   the segments of requesters of a driving license.

Later one, we also used the “mind-mapping” tool in order to identify the best opportunities based  on the information gathered. We did so by building process & data mappings and by linking the  identified stakeholders to each steps. This was also done in workshops with relevant stakeholders.

Finally, we have been able to finalize the customer journeys, by linking emotions to the different  steps. This allowed us to identify the most important pain points for further prioritization.

Insight

Using the mind-mapping tool was very useful as it aligned all stakeholders on the processes and  allowed to identify the pain points. We were able to reach a consensus. Also, this approach allowed  to get validation from the different stakeholders before we went further with the project as they  could test the customer journeys and give their comments.  This basis allowed us to feel confident  for the building of the new “to-be” customer journeys.

Approach

The client was very happy with the result. As feedback, they however told us that we could have  gone faster doing the research. I agree with their comment as we need to think with an agile  mindset: test quickly. We could have done less research and get faster to a “to-be” customer  journey to be tested. Another reflection regarding the work done is that we didn’t have a lot of  templates for the workshops at that moment. The team was quite new and we spent a lot of time  building up the workshops. For doing such activities in an efficient way, it is important to have  templates and material ready-to-be used. We work more on these aspects nowadays.

