DMV SERVICE DESIGN: Waiting and lines were the biggest pain points we saw at the Fell St. DMV in San Francisco (people can wait in up to 7 different lines just to renew a license!). We set out to redesign the space and touch points to create a service design free of endless waiting and lines.


IMMERSIVE RESEARCH: We visited the local DMV, interviewed clients waiting to be served  and even went through the experience of renewing a license. 

USER JOURNEYS: We mapped the existing user experience of renewing a license to help us identify pain points in the current experience.


BUSINESS ORIGAMI: Using a small scale prototyping technique  to layout the existing space, we began re-imaging the experience by trying new layouts and brainstorming ways of addressing pain points.

USER TESTING: We designed and prototyped a combination digital and physical touch points to test with users, and created a full scale DMV to evaluate our designs and make iterations.


PROJECT TYPE: Service Design


COLLABORATORS: Lauren Argo & Brett Moody

In this project my teammates and I reimagined the DMV experience through service design and physical prototyping.

Everybody hates going to the DMV. It's amazing how universally disliked this experience is across counties and states. How might we use technology and service design to create a more delightful experience at the DMV?



We started by immersing ourselves in the DMV experience. We each visited a local Fell St. DMV and tried (successfully and unsuccessfully) to get CA state ID's and drivers licenses. While there, we took extensive notes about our own experiences, as well as interviewed numerous other patrons about their experiences both past and present.

We took this data and created customer journey maps, and used business origami to understand how people moved throughout the space during their journey. Next we used business origami to prototype new ways of utilizing this space to more effectively meet customer needs. We selected several touch points, and set out to prototype and test this new design.

After several iterations, we created a full scale model of the space using foam core, cardboard, iPads, projectors and other rented equipment and invited users to come in and test the new experience. I was responsible for creating a low fidelity check-in kiosk UI, physical and mobile ticket touch points, as well as color coded paper form designs.



This project taught me the value of experimenting with different levels of fidelity when testing a concept. I learned that in order to test some things (high level concepts), lower fidelity is better than higher, while you'll need to get to that high fidelity stage in order to test more detailed interactions.


FULL SCALE MODEL: This photo illustrates our full scale model of our final design. It includes a bank of digital kiosks designed to expedite the application processes, an information booth with a representative available to answer questions and help with forms. a waiting lounge, and text message alerts for clients who prefer to leave the building while they wait for their appointment.


STORY BOARD: This story board illustrates our new DMV experience through the journey of Alex, who comes to the DMV to renew his license.