When I am asked to re-enter information they already hold, I want to not do that work, so I am not carrying a task the organisation could do itself.
Khi tôi phải điền lại những thông tin họ đã có, tôi muốn không phải làm việc đó, để không gánh hộ phần việc mà một tổ chức lẽ ra tự làm được.
Job context
- Who
- Someone using a large organisation's services
- When
- At every form
- Trigger
- Entering the same information a third time
- Situation
- The internal systems do not speak to each other
- Constraints
- Not filling it in means not proceeding
5 Pains
Providing information they already hold
HighHeld by another part of the same organisation.
Root cause: The internal systems are not connected
Forms ask for irrelevant things
MediumBecause some department once needed it.
Root cause: Adding a field is far easier than removing one
Submitting documents to several departments
HighThe same document, three different places.
Root cause: Each department keeps its own file
One wrong detail means starting over
MediumWithout being told where.
Root cause: Validation happens at the end rather than while typing
Their time counts as no cost
MediumSo nobody optimises for it.
Root cause: Cost pushed onto the customer appears in no ledger
5 Desired Outcomes
Not re-supply what they already hold
FunctionalOnly answer what is genuinely needed
FunctionalSubmit a document once for the whole organisation
FunctionalBe told immediately what is wrong
FunctionalHave their time treated as costly
Social
5 Existing Solutions
A solution is not the same thing as a product, a customer can hire a behaviour or a workaround too.
Keep the usual documents ready
BehaviourReduces the effort each time, and the effort is still yours.
Use the online form rather than paper
ProductFaster, usually asking exactly the same questions.
Ask in advance what is needed
BehaviourRemoves a few rounds, from an answer that is rarely complete.
Ask someone who has done it before
BehaviourThe most useful source, outside every official channel.
Pay someone to handle the paperwork
ServiceTransfers the work, at money paid for another organisation's problem.
2 Opportunity Gaps
The cost of re-entering falls on the user and the saving on the organisation, and because the user's time appears in no ledger, it is always the cheapest place to push work.
Why existing solutions fail: Connecting two internal systems is an expensive project whose benefit accrues to outsiders, so it always ranks last, and each year it is not done the cost is pushed onto thousands of people again.
Potential opportunity: Costing customer time as a number and putting it in the same table as internal cost.
Adding a field is a safe act for whoever adds it while removing one is an act someone must answer for, so forms can only grow.
Why existing solutions fail: The cost of a surplus field is divided across thousands of people and booked to nobody, while the risk of removing one has a name on it immediately, so the comparison always favours keeping it.
Potential opportunity: Giving every form field an expiry, so keeping it becomes the act that needs a reason.