Year
2024
Client
Tag It DMV
Category
Web Development / UI, UX
Product Duration
3 Months
The New Jersey DMV’s online services were broken—fragmented legacy systems, non-responsive UI, and inconsistent workflows made basic tasks (like registration or license renewal) painful.
The real problem: users couldn’t complete critical tasks without abandoning or calling support, driving up costs and frustration. Over 40% of tickets stemmed from interface-induced errors.
This case study focuses on solving one challenge:
Redesign key DMV workflows to reduce user error and increase completion rates—while meeting strict legal and accessibility standards.
I led a dual-track research phase focused on internal constraints and external usability:
Stakeholder Discovery
4 interviews with DMV department heads and IT leads
Mapped legacy system limitations and compliance requirements
Flagged conflicts between usability and state policy (e.g., legal wording vs. clarity)
User Research
12 interviews + 50 user surveys
Targeted pain points: confusing terminology, broken flows, and mobile accessibility
72% abandoned tasks mid-process due to unclear next steps
Most users preferred calling an agent over using the online system
Persona | Goals | Frustrations | Behavior |
|---|---|---|---|
Donna (67, Retired) | Renew license without leaving home | Small text, confusing legal language, fear of “doing it wrong” | Uses a tablet, avoids phone calls |
Kevin (34, Dealer) | Register multiple vehicles fast | Inconsistent system behavior across branches | Uses desktop, expects speed |
Jasmine (22, Student) | Get Real ID before travel | Doesn't understand eligibility or required documents | Mobile-only, needs step-by-step UX |
Information Architecture + Task Flows
Reduced IA depth by 30% to surface key actions faster
Built structured flows for top tasks (“Register a Vehicle,” “Get a License”)
Collaborated with legal to rewrite policy-heavy content into plain-language microcopy
Increased comprehension scores by 42% (Cloze test)
Wireframes + Validation
Created 60+ low-fi wireframes, tested over 3 rounds
Used tree testing + heatmaps to catch flow bottlenecks
Validated edge cases with live user simulations
High-Fidelity UI + Accessibility
Built a responsive, WCAG 2.2–compliant design system from scratch
Key UI features:
• Real-time form validation with localized error messaging
• Progressive disclosure for complex steps (e.g., ID uploads)
• Contextual tooltips and dynamic checklists for compliance-heavy flowsSolved critical edge cases like:
• Multi-owner vehicle transfers
• Vehicles not found in state databases
• Document mismatches during Real ID flow
The project delivered a high-performance, scalable framework for digital DMV services that exceeded initial expectations.
Within 1 Month of Soft Launch:
Metric | Before | After | Delta |
|---|---|---|---|
Task Success Rate | 56% | 92% | ↑ +36 pts |
Avg. Task Completion Time | — | −35% | faster |
System Usability Score (SUS) | 57 | 85 | ↑ +28 pts |
Support Tickets | — | −40% | drop |
