We redesigned FEHD’s Liquor Licence Processing System to make it the go-to channel for licensing, with a clearer and faster process.
The challenge
FEHD’s Liquor Licence Processing System was ageing and complex, while applicants expected more accessible and convenient services. FEHD wanted a dynamic, clear-cut system, and design thinking and user research were needed to get beyond surface fixes. We first had to understand why current practices existed, so the new service could balance what was practical with what was ideal.
Our approach
We evaluated the system from three angles: how users first find and learn about the service, how well the current interface elements work, and how comfortable users are with its functions and procedures. We mapped the full application process, digital and physical, from internal and external perspectives, and compared users’ online and offline habits to find the pain points. A month of prototyping, co-design and usability testing followed, with users taking the role of designers.
The result
A new look and a streamlined workflow that centralises licensing and makes it more transparent for the more than 8,900 liquor and club liquor licence applicants in Hong Kong. Testing showed shorter task times, higher task success, fewer user errors, lower drop-off, and users able to find information on their own.
