Objective
Improve the success rate of test takers by improving the customer experience when preparing and taking a knowledge and road test.
Approach
Customer Journey Mapping
Developed a customer journey map, drawing insights from qualitative and quantitative research. This journey map provided valuable customer insight to understand the end to end process from test preparation to test taking, identifying persistent pain points to address.
Design Thinking Workshop
Identified 'How Might We' questions, reframing the problem to turn pain points & insights to opportunities, identifying 200+ initial ideas with workshop participants, clustering these into themes including 6 focus areas to identify drivers of change.
Outcomes
Identified a set of initiatives that the business can prioritize and execute to better equip customers when preparing and taking their knowledge and road test considering (1) ease of implementation (2) Potential impact of the solution to helping customers pass their test
Results
Increased pass rates
Significant increases to pass rates in all languages, with an average increase of 20% within a few months.
Increased customer satisfaction
Improved customer satisfaction score (64% satisfaction for non-english speakers) with improvements made to the online practice knowledge test materials.
