The Department of Motor Vehicles

Experiment: Small Scale Solution

2009-07-10T02:41:00.001-07:00

What annoys me more than anything? Driving. I hate it. But I wanted to think about something that annoys more than just myself, so I went with something that truly annoys everyone... the DMV. This information in this blog is a compilation of qualitative research including open responses, interviews and observations.

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.

I'm Going Back...

2009-07-10T02:14:00.000-07:00

This time I was adventurous and I actually spoke with some people inside of the DMV, here is what they had to say:

Sit! Stay a While!

2009-07-10T01:31:00.000-07:00

Yeah, I am thinking I will have my next birthday here:

Dmv Tour

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Most important observation:
No one makes eye contact. It's as if you are supposed to make everyone think you are the only one there. The DMV staff doesn't even make eye contact with customers- they either look at the paper or at the computer. If they do look up, they typically look away. It's not that they are being unfriendly, they are perfectly nice... it's more that the entire DMV just makes you feel so uncomfortable you become sort of paralyzed and you lose all emotion. What strikes me most about the level of eye-contact is the complete lack of personal interaction going on. The DMV literally issues us our identity cards, the least they could do is make eye contact with us. Everything feels so exposed and impersonal and everyone stares at each other and says nothing to one another! It didn't take long for me to understand the complete pain on everyone's face...

My intention was to talk to people while I was in the DMV, but between the slow jazz and occasional shouting for a number, I just couldn't. It felt impossible. The DMV is suffocating and I felt anxious to get out of there the entire time. Especially because I didn't take a number and I wasn't waiting to be called. I decided to wait outside the DMV, in the fresh air. As people exited, I found that approaching them became easy and even refreshing. It was a completely different experience on the outside and so I asked people two questions:

How would you describe the DMV in one word?

Horrible
Awful
Waiting
Kind of a scary place
Mandatory- (before he would talk to me, he wanted to make sure he could get his ticket first.)
Tolerable
Long
Give in
Bureaucracy
Looking to prove something
Boring
No
Long Time

Are you looking forward to your next visit?

"No."

Not a single person responded with a yes.

...not surprising.

DMV, where is your soul?

What Do You Guys Think?

2009-07-10T01:27:00.000-07:00

I took my camera to the office and asked my co-workers what they thought of the Oregon DMV and these are the stories they told:

Worth Blogging About

2009-07-09T23:03:00.000-07:00

What do you do when you have no one else to complain to? You write about it in your blog. I preformed a simple blog search for "Oregon DMV" and this is what I found:

Oregon DMV is Wrong & I am Right
One woman's struggle with the DMV and their ancient documentation practices... what was that? They will look at their microfilm?! What year is it? I'm pretty sure that the DMV is the only one still backing up current documents on microfilm! They must single handedly keeping the microfilm industry intact! The worst part about this situation is that here you have a woman, excited to finally recieve the title to her car, which after a messy divorce, is finally in her name.... and you know what?! Instead of celebrating she is forced to have all of those terrible emotions from her divorce brought back up because they still have her ex-husband on the title. And all because the DMV can't get their paperwork together! Who uses paper anyway?! You know what Heather, you ARE right and the DMV is SO WRONG.

Oregon DMV
Wow. On top of being sick you also have to get to the DMV?

I Found Out That I am an Illegal Alien
Okay, I have no sympathy for this struggling writer, at least make up a good story. You can't get $50 bucks together and your Rabbi gives it to you? "This isn't your father's DMV.." not even the DMV would say that. Seriously. If any of this fiction non-sense were true you would be the most irresponsible person ever. DMV definitely wins this round.

Hannah Gets Her Driver's License and a Car
Good job Hannah! And just so you know, that was the first, last and only time you will ever be excited to go to that place. Hold on to that.

To the DMV... the DMV!!
From the sound of it, I am going to say that Oregon lost in the comparison test. Some good things for Oregon though. And by the way, nice job on the mustache.

It Continues
Please read all of Nate's posts about the DMV. Thank you, sir. I just had a great time.

Check out the graphics on that one...

2009-07-09T22:19:00.000-07:00

This looks like a terrible time.. and let's all take note that the car's hood ornament is the DMV's most recent logo. Tacky.

This manual might look like 1992 clip art, but it is actually the most recent version of the manual.

Why even put the ID image on this brochure ??

Oh, I bet you're wondering what the website looks like:

"...we feel it's appropriate to provide YOU another chance to do so..."

2009-07-09T22:16:00.000-07:00

Wow, the DMV is really good at customer service. I like the personal touch they provide. Oh, and by the way, this is the DMV's fault... but they would never say that.

Eugene's DMV Express

2009-07-09T22:14:00.000-07:00

A huge thanks to Will for taking us with him to the DMV! Sorry you couldn't get your license. I'm not going to lie, I saw that coming.

Is the DMV Express worth the overhead if no one is there and they can't even help the people who do come in? This place seems silly, and not just because it's in the mall.

Twitter + Facebook Feedback

2009-07-09T21:29:00.001-07:00

More people commented on my post about the DMV than they have any other status update lately...

And this is why I love Twitter:

What was your last experience at the DMV like?

Describe the DMV in one word ________

And this is what started it all...

2009-07-09T21:17:00.000-07:00

I have been asked several times how on earth I thought to work on the brand culture of the DMV. Well, that's simple... thank you Twitter!

Let the Research Begin

2009-07-07T00:35:00.000-07:00

It's no surprise that this blog name was available. Who would want to blog about the DMV anyway?! Here we go.