As I have been researching and observing the DMV I have made several conclusions about how I would change it- its environment, its message and its culture. But, I needed to keep in mind that this this brief asked me to 'do' something. And yes, while I have been doing a lot, (talking to strangers, taking trips to the DMV, and documentation) I wanted somehow express my thinking in a realistic manner. I decided to experiment ideas within my reach.
Initially, I was going to leave small notes around the DMV with the hope that they would provide some small pleasure to the unsuspecting eye. With some thought, I decided it was most important to target the ticket machine first. I feel very strongly that people should enter into a welcoming environment the second they walk through the door, after all the DMV handles some of our most personal information- our identification that is. But, it is near impossible to have a welcoming experience at the DMV because the first thing people have been trained to do is take a number and grab a seat. This small scale greeting represents the need for better organization and structure. The sealed envelopes contain positive messages are meant to be found by people who might be sitting, waiting and grumpy. This step is my substitution for better customer service and personal interaction. I decided to write bicycle and traffic safety tips from DMV manuals on hang tags. This step is to represent that the DMV is handing out information that often goes unused. I would like to see the DMV think of strategic and effective ways to educate and communicate with Oregonians as a community partner. I believe that the DMV has a captive audience by default and if they were able to better understand their brand position as a governmental leader, they could create an atmosphere that both enhances and grows culture.
To see the rest, check out my Flickr.
