Business Vehicle Registration
Enhancing the digital customer experience
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The Problem
NSW businesses are unable to complete Business Vehicle Registration (BVR) transactions (excluding renewals) online. Instead, they rely on paper forms and visit a Service Centre in person during business hours to complete the process.
My Role
Role
As the product designer, my role was to lead the UX and UI for this service. That included discovery, interaction design, UI, prototyping, testing and working collaboratively with engineers to implement and QA.
Methods
Secondary Research, Interviews, User testing, Affinity mapping
Team Members
Srishti | 1 Product Designer
Time
6 months
Tools
Figma & Miro
Why?
3046 (42%) business respondents reported that vehicle licensing and registration was their most frequently used government service in the past year.
Source: DCS whole of Govt CX Survey (Jan 22 - Jan 23)
Based on the Thumbs Up Thumbs Down (TUTD) feedback mechanism in the Business Profile, there is a direct need from customers to have a digital way to transfer.
122 (1%) TUTD comments were submitted in the Business Profile domain citing business vehicle management and registration.
"It would be great to manage car registrations via this site." - Customer
Organisational problem
Businesses within NSW do not have the ability to conduct TfNSW owned business vehicle transactions that Service NSW processes digitally like individual citizens can.
Higher processing costs, less availability in remote areas and outside of standard working hours.
Also, Increased carbon feedback and storage costs.
HMW utilise and build on sfb existing capabilities and personal vehicle experience?
Customer problem
Customers need to conduct these transactions over-the-counter at Service centre using paper-based forms.
Physical forms aren't available in other language (Translated)
Time consuming, lost of revenue, poor business customer experience, low trust with NSW Gov.
HMW enable businesses to manage their business vehicle registrations digitally?
Narrowing down the scope of work
1. Submit a Notice of Disposal (NOD) when selling a car
2. Submit a Transfer of Rego when buying a car
Undertanding current flows
Personas
![[INT] BVR Discovery - October 2023 - Proto Persona - Always-on Alice (2 vehicles).jpg](https://static.wixstatic.com/media/78409f_a0559745574243bb9f11a2ce9b4a9590~mv2.jpg/v1/fill/w_890,h_539,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BINT%5D%20BVR%20Discovery%20-%20October%202023%20-%20Proto%20Persona%20-%20Always-on%20Alice%20(2%20vehicles).jpg)
Testing concepts
User Research
We analysed 4 qualitative interviews with Business customers to uncover their unmet needs, behaviours, attitudes and feelings around Business Vehicle Registration (BVR) transactions.
Usability issues identified
1. Business Profile is not currently top of mind for customers when managing their business vehicles
Insights
Customers overlooked the Business Profile section on receipt page, and are hesitant to click on the CTA, as they have little information about Business Profile
Opportunities
Improve user understanding on how Business Profile could benefit them from managing their business vehicles onwards through providing better communication and visual hierarchy
"I assume I'm in my Business Profile already"
"what does that mean, manage business vehicles?
"Wouldn't do anything after this step - just expects it to come to his email."
2. Customers aren't aware of receiving email receipt confirmation
Insights
Customers aren't aware of the email receipt confirmation has been sent, resulting in entering their own email address again to receive a duplicate copy.
Opportunities
Improve communication through content updates to ensure clarity that customers will receive email receipts (e.g. In-page alert)
"As pre-usual I will enter my email address to have that receipt send over to my email"
"I usually put my email address into the field"
3. Customers did not expect to manually add or link their business vehicles in their Business Profile (despite being logged in)
Insights
Customers perceived "Adding a business vehicle" step as redundant and unnecessary, they expect their business vehicle should be listed and linked at this stage.
Customers were confused of the terminology of "Add a business vehicle"
Opportunities
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Simplify business vehicle registration transaction processes by cutting down steps.
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Revise the content to enhance clarity and effectively convey the meaning and purpose of business and vehicle linking.
Developing the designs
1. Improved user understanding of next steps
Added next steps and changed the call to action copy to enhance the customer experience
2. Improved the communication of email being sent
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Added one screen before the confirmation page
Improved the copy of summury
3. Added screen for Transport services to buy, sell or transfer vehicles
Results & next steps
Since the service launched, we believe we have reduced the effort required from both service centre representatives and customers to complete these tasks manually, though we haven't yet conducted a survey to gather exact quantitative data.
Our next steps are to continue monitoring the customer experience and conduct further usability testing sessions.