MyCityHall by Cocoflo

Your City Hall. Wherever. Whenever.

Amidst a global pandemic, Cocoflo embarked on a Canada-wide project to transition City Hall services online. We wanted citizens, businesses, and city managers to continue using municipal services despite the lockdowns and contactless ordinances. But citizens were not signing up.

As UX lead, I synchronized with 4+ teams to review, analyse, solve, and implement an update that would increase the payments and adoption rate.

Product

Web + App

Skills

Product design UI prototyping UX research and testing QA testing

My role

Design lead In-house, hybrid-remote · Vancouver

Timeline

Q3 2021 - Q1 2022

Tools

Figma

Team

Elvina Prasad Ricard Montolio Pooya Jamali Michael Wilson

Problem

The city of Lacombe, Alberta had just launched her new My City Hall app in anticipation for next year’s tax season. They would start testing their new digital system with the smaller payments of utility services to ease the transition for their citizens. Yet, they seemed uninterested or overburdened by the app.

Only a few dozens of citizens signed up and most were not opening the app ever again.

Analysis

The signup process was convoluted and too long

I and the junior designer laid out the current user journeys to identify any potential painpoints and interviewed 20+ citizens and municipal administrators. The entire process had to be done manually, requiring several interactions from different people in turns, dragging the process for up to three days. By interrupting potential adopters, blocking them from making their payments, and remaining silent about the process status the app was discouraging payers. Many citizens simply lost their patience abandoning the signup process or, even worse, ended up forgetting to finish it.

Major issues