This case study was written by Paul McCarthy [mentored by Rob McLoughlin] as a part of our UX Tree Mentorship Program

Project Overview

eFlow is the electronic tolling system on Dublin’s M50 motorway, introduced in 2008 to replace toll booths and reduce traffic congestion. Operated by Turas Mobility Services, it uses overhead cameras to automatically charge vehicles, helping fund national road maintenance.

Toll Payment Process

Vehicles pass through the toll point without stopping.

• Account Holders: Tolls are auto-deducted, with discounts for tag users.
• Unauthenticated Users: Must pay by 8 p.m. the next day via eFlow’s website, phone, or retail outlets.

eFlow’s current approach presents several challenges. Their strict policy requiring toll payments by 8 p.m. the following day has led to many unregistered users incurring fines and disputing charges.

As a result, eFlow faces a high volume of customer support requests and extended wait times for dispute resolution, putting strain on both users and the organization.

Penalties and Brand Impact

If tolls aren’t paid on time, users face increasing penalties and potential legal action. While the system is efficient in collecting tolls, many users find the penalties excessive, especially for minor delays or misunderstandings.

Combined with the lack of a mobile app and a confusing payment process for unauthenticated users, these factors have led to widespread dissatisfaction and damaged the public perception of eFlow.

 

Read the entire “eFlow – Redesigning the Account Creation Process and Reducing User Friction” case study 

Listen to Shane’s case study on Spotify