A Step in the Right Direction

When an estimated 30% of your customers bypass your digital tool entirely and send requests directly to your internal team, you have a business crisis. The harder problem: this had been “normal” for so long that the organization no longer saw it as a problem to solve.

Constraints shaped the research — business timelines meant stakeholder interviews across five departments rather than direct user testing, supplemented by QuantumMetric behavioral data that revealed the platform’s highest rage-click rates. The findings were clear: the form didn’t fail because it was hard to use. It failed because it couldn’t scale.

The solution replaced one-form-per-trip with a multi-trip workflow built for the volume large districts actually needed. What this project taught me about the difference between stakeholder input and user research shaped how I approached every project that followed.