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Journey Map — Applying for a Disabled Parking Permit

A son applying online on behalf of his 78-year-old mother across five stages: the eight-week assessment is computed as the moment of truth at −2, the permit arriving is the +2 peak, evidence-gathering and assessment tie for the most pain points with 2 each, and the curve averages −0.4. Fictional council and figures; not a description of any real scheme.

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CUSTOMER JOURNEY MAPApplying for a disabled parking permit — Westbridge Borough CouncilOnline application made by a family member on behalf of an older residentJHPERSONAJoyce Harlow, with her son Peter78, lives alone; Peter applies on her behalfGOALPark close to the surgery and the shops againNEEDSPlain-English eligibility rules · Help with the photo and proof of identity · A decision dateFRUSTRATIONSForms that assume the applicant is the one typing“Mum just wants to get to her appointments without a long walk.”MOMENT OF TRUTHAssessment−2 · Ignored · stage 4 of 5PEAKPermit arrives+2 · Delighted · stage 5 of 5PAIN POINTS6most at Gather evidence, Assessment (2)AVERAGE EMOTION−0.4starts −1 · ends +2 · 5 of 5 scoredBEFORE APPLYINGAPPLYINGOUTCOME1Find out2Gather evidence3Apply online4AssessmentWeeks 1–85Permit arrivesWeek 9ActionsWhat they doSearches for the eligibility rulesReads the council pageFinds a proof of addressTakes a passport-style photo athomeCompletes the form for his motherUploads mobility evidenceWaits for a decisionPhones for an update after six weeksReceives the approvalPermit arrives by postTouchpointsWhere it happensSearch engineCouncil websitePhone cameraPrinterOnline formConfirmation emailContact centreEmailLetterPostThoughtsWhat they think and say“Does Mum qualify without abenefits award?”“Which of these letters counts asproof of address?”“The form keeps asking for mydetails when I'm applying forMum.”“Eight weeks and not a word.”“She drove to the surgery herself onMonday.”EmotionHow it feels+2+10−1−2−1Confused−1Unsure0Neutral−2IgnoredMOMENT OF TRUTH+2DelightedPEAKPain pointsWhat gets in the way1 PAIN POINTEligibility rules written in legallanguage2 PAIN POINTSPhoto rules rejected three attemptsAccepted documents listed onlyinside the form1 PAIN POINTNo route for applying on someoneelse's behalf2 PAIN POINTSNo status updates duringassessmentMobility assessment offered 40miles awayNO PAIN POINTSOpportunitiesWhat we could changeThree-question eligibility checkerPhoto check that explains what iswrongAccepted-documents list beforestartingApply-on-behalf route with consentcaptureStatus tracker with the expecteddecision dateLocal or home mobilityassessmentsRenewal reminder 12 weeks beforeexpiryOwner & metricsWho acts, how we measureDigital servicesEligibility-page exit rate 46%Digital servicesAbandoned at evidence upload 22%Service designForm completion 64%Median time 41 minAssessments teamDecisions within 6 weeks 39%Parking servicesPermits posted within 5 days ofapproval 90%JOURNEY INSIGHTSMoment of truth: stage 4, “Assessment”, at −2 (Ignored) — the lowest point on the curve, carrying 2 pain points.Peak: stage 5, “Permit arrives”, at +2 (Delighted).Pain points per stage: Find out 1 · Gather evidence 2 · Apply online 1 · Assessment 2 · Permit arrives 0 — 6 in total, most at “Gather evidence” and “Assessment” (2).Sharpest drop: “Apply online” → “Assessment”, −2 points (0 to −2).Average emotion −0.4 over 5 scored stages; the journey starts at −1 and ends at +2.7 opportunities across 5 stages; every stage with a pain point has at least one opportunity against it.Illustrative example: Westbridge Borough Council is fictional; the persona, quotes and figures are invented and do not describe any real scheme's rules.

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title "Applying for a disabled parking permit — Westbridge Borough Council"
subtitle "Online application made by a family member on behalf of an older resident"
note "Illustrative example: Westbridge Borough Council is fictional; the persona, quotes and figures are invented and do not describe any real scheme's rules."

persona "Joyce Harlow, with her son Peter"
  role: 78, lives alone; Peter applies on her behalf
  goal: Park close to the surgery and the shops again
  needs: Plain-English eligibility rules | Help with the photo and proof of identity | A decision date
  frustrations: Forms that assume the applicant is the one typing
  quote: "Mum just wants to get to her appointments without a long walk."

phase "Before applying"
stage "Find out"
  actions: Searches for the eligibility rules | Reads the council page
  touchpoints: Search engine, Council website
  thoughts: "Does Mum qualify without a benefits award?"
  emotion: -1 Confused
  pain: Eligibility rules written in legal language
  opportunity: Three-question eligibility checker
  owner: Digital services
  metric: Eligibility-page exit rate 46%

stage "Gather evidence"
  actions: Finds a proof of address | Takes a passport-style photo at home
  touchpoints: Phone camera, Printer
  thoughts: "Which of these letters counts as proof of address?"
  emotion: -1 Unsure
  pain: Photo rules rejected three attempts | Accepted documents listed only inside the form
  opportunity: Photo check that explains what is wrong | Accepted-documents list before starting
  owner: Digital services
  metric: Abandoned at evidence upload 22%

phase "Applying"
stage "Apply online"
  actions: Completes the form for his mother | Uploads mobility evidence
  touchpoints: Online form, Confirmation email
  thoughts: "The form keeps asking for my details when I'm applying for Mum."
  emotion: 0 Neutral
  pain: No route for applying on someone else's behalf
  opportunity: Apply-on-behalf route with consent capture
  owner: Service design
  metric: Form completion 64% | Median time 41 min

stage "Assessment"
  time: Weeks 1–8
  actions: Waits for a decision | Phones for an update after six weeks
  touchpoints: Contact centre, Email
  thoughts: "Eight weeks and not a word."
  emotion: -2 Ignored
  pain: No status updates during assessment | Mobility assessment offered 40 miles away
  opportunity: Status tracker with the expected decision date | Local or home mobility assessments
  owner: Assessments team
  metric: Decisions within 6 weeks 39%

phase "Outcome"
stage "Permit arrives"
  time: Week 9
  actions: Receives the approval | Permit arrives by post
  touchpoints: Letter, Post
  thoughts: "She drove to the surgery herself on Monday."
  emotion: +2 Delighted
  opportunity: Renewal reminder 12 weeks before expiry
  owner: Parking services
  metric: Permits posted within 5 days of approval 90%