User research report
Discovery began with all three local authorities gathering to establish the research objectives, project scope and purpose statement. This aligned everyone's understanding and expectations.
The purpose of the Taxi Licensing project
Is to provide a digital, standardised application process
For all applicants
That is accessible, lawful, efficient and scalable
So that we continue protecting the public so they can travel safely
- understand business and policy requirements and constraints
- establish initial user needs
- identify opportunities and potential benefits
- identify the pain points in the user journeys
- find a common solution for all three local authorities
- understand the potential national impact
The Discovery research began with a kick-off workshop mid-January 2019 and ran until mid-March 2019.
Research activities included:
- shadowing staff from participating councils to understand and see first-hand how taxi licence applications are processed
- focus groups
- interviews with taxi operators and drivers to understand their motivators, attitudes and barriers with the application process
- collaborative design and service scope workshops with the participating councils
The service across all 3 councils is lengthy, complex and inconsistent. To move forward, we used 'moments that matter' on both the taxi driver and vehicle licensing journeys. This helped to pinpoint the areas impacting the user experience most. We produced user journey maps, or service blueprints, for each local authority.
Gateshead Council has produced four process maps for driver and vehicle licensing, helping to support our 'moments that matter' discussion.