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EXPERIENCE STRATEGIST & MULTIDISCIPLINARY DESIGNER
NASHVILLE, TN
AVAILABLE WORLDWIDE
02
CASE STUDY
Reimagining the DMV
Reimaginging the DMV experience at a national scale to make government services more accessible, efficient, and human.
SCADpro x Deloitte
SERVICE & UX/UI DESIGN
SERVICE DESIGN / EXPERIENCE STRATEGY / RESEARCH / SYSTEMS THINKING
230M+
people rely on DMV services
in the U.S.
Essential services
for everyday lives.
DMV services touch millions of people through essential moments, from driver's licenses and registration to citations, identification, testing, and appointments. Yet for many, a relatively simple task can turn into a long, confusing, and frustrating experience.
Our team explored how the DMV experience could move beyond disconnected transactions to a more connected, people centered service ecosystem.
02
THE CHALLENGE
A SIMPLE TASK
SHOULDN'T REQUIRE
A COMPLICATED
EXPERIENCE.
We took a human-centered, multi method approach to understand the real experiences, needs, and pain points of DMV customers and staff.
LISTEN
Interviews
Surveys
OBSERVE
Ethnographic Analysis
Existing DMV Experiences
Competitive Analysis
03
UNDERSTAND
UNDERSTANDING
THE PEOPLE BEHIND
THE TRANSACTION.
SYNTHESIZE
Personas + Archetypes
Journey Mapping
Stakeholder Mapping
We synthesized research findings into a unified experience strategy, defining design principles, and opportunities to guide the solution. This work aligned internal teams and external partners (banks) around a shared vision for a simpler, more consistent redemption experience.
PEOPLE
SERVICES
PARTNERSHIPS
BETTER OUTCOMES
04
ALIGN
FROM INDIVIDUAL
TOUCHPOINTS TO ONE EXPERIENCE.
INFORMATION
APPOINTMENTS
DOCUMENTS
PAYMENTS
TESTING
SUPPORT
DDMV DRIVE IN
Physical
DDMV GO
Mobile
DDMV.GOV
Web
ONE CONNECTED
SERVICE SYSTEM.
LESS FRICTION
MORE ACCESS
GREATER EQUITY HAPPIER CUSTOMERS
STRONGER COMMUNITIES
DDMV.GOV
DDMV GO
DDMV DRIVE-IN
DMV SERVICES,
IN YOUR POCKET.
THE SAME EXPERIENCE,
ACROSS SCREENS.
DIGITAL CONVENIENCE
MEETS THE PHYSICAL WORLD.
05
CREATE
BRINGING THE
EXPERIENCE TO LIFE ACROSS EVERY TOUCHPOINT.
A mobile app designed to make DMV services more accessible, convenient, and intuitive.
A modern, user friendly website that brings key services online and guides users
with clarity.
A reimagined in-person experience that allows customers to prepare in advance and complete their visit without the traditional line.
DDMV DRIVE IN
DDMV GO
DDMV.GOV
Web
DDMV.GOV
Mobile
DDMV GO
Physical
DDMV DRIVE IN
06
IMPACT
ONE EXPERIENCE
MULTIPLE WAYS IN.
Greater access
Made it easier for more people to redeem
what's theirs.
Reimagining the DMV required looking beyond individual interfaces to understand how people move between information, technology, physical environment, and service providers. The project reinforced the value of designing connected experiences around people's needs rather than isolated touchpoints.
07
MY CONTRIBUTION
DESIGNING THE SERVICE, NOT JUST THE SCREEN.
My work spanned research, service design, UX/UI, prototyping, and collaborative concept development.
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