Driving Success
YEAR: 2022
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. In these workshops, participants shared 200+ initial ideas. As we clustered these into themes, we identified 6 focus areas of opportunity.
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 for knowledge and road tests, with an average increase of 20% within a few months.
Increased customer satisfaction
Improved customer satisfaction score (64% satisfaction for english language learners) with improvements made to the online practice knowledge test materials.
