- The TSA Customer Service Branch and the DHS CX team created a journey map to show the entire TSA PreCheck® in-airport passenger experience, from check-in to boarding.
- TSA's Innovation Working Group used the journey map to find and discuss simple ways to improve the TSA PreCheck® experience.
- Opportunities for simple improvements to service delivery, like those identified in the TSA PreCheck® journey map, can increase compliance with DHS security protocols and general public trust in the Department.
More and more, programs across the federal government are working to improve functions behind important services by using human-centered design and research methods. These methods help people understand their customers and how they are using government services.
Journey mapping is an important tool that can help federal product service teams find more opportunities for service improvement. This tool helps users to better understand the customers' wants and needs, and the challenges they face in using a government service. The ability to empathize with federal customers and understand the thoughts, emotions, and pain points they experience is important for making successful service improvements.
TSA Customer Service Experts didn’t have a clear overview of the entire PreCheck® airport experience, making it difficult to identify simple improvements.
“People struggle with actually reading documents. Anything that has pictures like the journey map that you did was great. It was super clear, high-level, and makes it easy to look at and understand what CX is.”
The DHS CX team recommended building a journey map to show how customer needs, pain points, and interactions with TSA employees combine to create the comprehensive PreCheck® experience.
- We held a discovery session with TSA Customer Service Branch employees to identify every step in the TSA PreCheck® passenger journey. In our discovery, we also learned about the specific challenges and restrictions TSA must consider when looking for ways to improve the PreCheck® experience.
- Following our first session, we gathered supporting information from TSA, such as passenger wait times and passenger numbers across airports, and data from the TSA Contact Center.
- We also used data from a previous passenger experience survey conducted by Deloitte LRA.
- Several members of our DHS CX Team added their own first-hand experiences using TSA PreCheck® to the data gathered.
- The DHS CX Team used this research data to drive the creation of the journey map, as well as a TSA PreCheck® passenger proto-persona. The proto-persona was developed to give a human element to the passenger experiencing the journey and build a further sense of empathy.
TSA's Innovation Working Group hosted our initial presentation of the journey map. Each member was able to clearly see how their role fits into the bigger picture of the passenger experience. This broader view helped start discussions about current challenges, areas where TSA PreCheck® employees could work together better, and identify areas for future improvement.
By demonstrating the power of visualizing a journey in its entirety, it is our goal to inspire other teams throughout DHS to use journey mapping in their future research efforts.
“The journey map is a tool for brainstorming potential solutions to common TSA PreCheck® pain points and provides context about the customer’s needs.”