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asked in Product Design by (549 points)
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2 Answers

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First thing to understand is whether the interviewer has any goals for the app.
– Assume the interviewer says that the goal is to improve throughput of the physical DMV.
This would imply the app’s goal is to allow users to move services online if they can be so done.

Implementation platform – Android, iOS and Windows (I would implement in that order, but the order can be changed based on user research)

Pain points of the customer – Time at the DMV, Time to get an appointment, Distance to DMV, Appointment doesn’t match schedule – may need to cancel etc, forget to register, or pay fees etc.

1. From the user journeys understand the services offered by the DMV – license renewal, address change, driving test, state ID (?), vehicle registration, smog check, pay fines, print out forms, voter registration, book a physical appointment at the DMV.
2. Decide the services that can potentially be done online and move them online – license renewal, address change, print out forms, voter registration (?)
3. Simple app that clearly lists features as a table on the landing page and opens up appropriate forms and payment options. (For this I would keep the user journey in visiting the DMV in mind)
4. Authenticate the user using a combination of license number, SSN, address etc initially. Setup an account for the user with username password (including biometrics) for return visits, with appropriate mechanism to retrieve login information if the user forgets it.
5. Fill out all the relevant details in the form for submission and make sure that the user verifies that the instructions are accurate.
6. User fills in details required that are not already filled in and accurate. Part of this is use of available camera to upload new photos if needed.
7. Payment via secured server – Credit/debit card/ Check
8. Clear feedback to user about any missing/incorrect information.
9. Feedback to the user that the transaction was successful, with potential dates of completion of the service (e.g. when the user can expect to receive a card) to the user.
10. Send a copy of the transaction to the user’s email as well as offer to save a copy of the transaction on the user’s device.

Above features will be the basic needs or the MVP of the product.

For delighters (in Kano language), I will add the following features:
1. For physical appointments – tracking of queue length at each DMV in the user’s vicinity (scoped by distance)
2. Offer to shift appointment to a different DMV if the overall objective of the user is to save time.
3. Addons to the app that will allow the user to print out cards/registration plates if the user has appropriate infrastructure.
4. Reminders from the DMV to finish any lagging
5. Real-time video sessions to contest cases.

Risks – Concern about privacy. Users may not trust government to store personal information.

answered by (206 points)
0
Hi there.

Thank you for submitting your answer. One key feedback I would have is that it is generally expected that you follow the CIRCLES method in answering these kinds of questions (Google search “CIRCLES method product management”).

If I was following the CIRCLES method, I would have first identified various user persona’s that could benefit from the app and then explained my reasoning behind why a particular persona would be of the focus of this app design. I would then list the needs of the particular persona I have in mind. Then I would explain which needs I’d be focusing on and reasoning behind the choices. Finally, I would evaluate the pro’s and con’s of each solution based on three aspects of impact on DMV efficiency (you mentioned it’s the goal), impact on customer experience, and cost of implementation. The final step would be to summarize which features would be prioritized based on the analysis.

I’ll submit a sample answer to this question shortly.
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Thanks! I look forward to your answer to see what I have missed out.
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This is great, What would be your success metrics? Also, how would you classify your customers- new drivers, people wanting to renew licenses etc etc
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Metrics –

I will first make it available in highly dense areas such as LA or SF Bay area.
Since the goal of the app is to improve throughput at the brick and mortar DMVs, I will first measure
the impact on the throughput at the DMVs.
1. #improvement in DMV throughput
2. #of people visiting the site
3. #of people who use the site after visiting
4. #of transactions processed/day
5. #time spent of site to finish successful transactions
6. #error messages raised
7. #clicks to access features/services
8. #feedback received from users

The success of the app would be improvement in 1, as that is the established goal.

Particularly the persona that I will aim at initially is age 25 – 60, working, with access to a smart device that can access the app. This persona typically is time constrained and values time very highly. The pain points of this persona is listed above in my solution.
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The app is with a simple landing page with a grid listing out the Popular services and another link saying Other for less popular services. Once the user clicks on a service, the app directs the user to a login page and the user proceeds to access the service.
0 votes

I would first ask the interviewer if they have a particular goal in mind in the design of the app or if I can chose mine. There are a few goals that I can think of:

– reduce number of calls made to DMV support line
– reduce number of visits made to DMV office
– reduce the average time spent per visit by citizens at the DMV

For the purpose of this interview, I’d ask the interviewer if it’s ok for me to focus on reducing the average time spent per visit at the DMV. Let’s assume they agree with my goal.

There are a few different persona’s that could benefit from a DMV app:
– DMV employee
– Government officer seeking information
– Citizen seeking service from the DMV

I’m going to ask the interviewer if it’s ok to focus on building an app for the citizen who would be using the DMV app. Let’s assume they agree.

Next, I want to think about the use cases of a citizen who’s seeking service form the DMV:

– Visiting the DMV help desk to explain the reason for their visit and ask to see a DMV officer. They usually get a number at this point.
– Wait for their number to be called
– Visit an officer and provide documents to identify themselves
– Explain reason for visit and provide documents needed for the request (e.g. renewing driver’s license, registering a car, taking a driver’s license test, et)
– Pay for service with their credit card
– Wait for a few days / weeks to receive new documents / letters from DMV

There are other use cases. Here, I’ve highlighted some of the most important and time consuming ones. Here are a few ideas to reduce time spent per visit:

1. Book your visit in advance and present wait times at different hours
2. Provide real time information on where you are in the queue to visit a DMV officer
3. Enable user to select reason for visit from the app. Provide a list of required documents and ask the user to confirm that they will bring all the requested documents to the DMV.
4. Enable user to upload required documents in advance
5. Accept payment via phone in advance
6. Provide status updates on the request. Help user see if the card / license / registration document has been created / mailed / delivered.

I would now want to evaluate these ideas against each other based on impact on DMV, impact on the end user, and cost of implementation.

1. Medium impact on the DMV. This can help DMV encourage users to book appointments at slower times of the day. High impact on the user since it reduces their wait time and gets rid of the first step (getting a #). Implementation cost is medium as you will need to develop a process that connects inside office and mobile data to each other

2. Low impact on the DMV. Medium impact on the user as they can use the wait time to get something done (e.g. shopping) while waiting and still be back before it’s their turn. Low cost since the app just needs to connect to the queue data

3. Medium impact on the DMV since many people do their own research to ensure they do have the required documents. High impact on the user as it makes it easier for them to understand what’s needed. Low cost of implementation.

4. Low impact for the DMV since they might have concerns around fraud. Medium impact on the consumer since they now have to take out their phones and take pictures. High cost of implementation since the development of such service requires some special capabilities (e.g. eliminate blurry images, fraud detection, etc)

5. High impact for the DMV as it helps them reduce number of payment terminals needed at the DMV offices. It also helps them speed up the service. High impact for the consumer as they don’t have to take their wallet and pay in the office. Medium implementation cost to connect payment on the app to DMV’s financial system

6. Low impact for the DMV. Medium impact for the user (not critical information). Medium cost of implementation since DMV has to connect to its backend to get access to status of a request

Based on what’s discussed above, I suggest that we first prioritize building features 1, 3, and 5 as the initial features of the app. User can book their visit in advance and pick a time that suits them the most while knowing the traffic at the DMV office at the different times of the day. Feature 3 helps them ensure that they do possess all the information they need to complete the job they are visiting the DMV office for. It also helps DMV officer know immediately the reason for the visit And feature 5 ensures no time is wasted for payment in the DMV office.

answered by (549 points)

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