Case Study: Aukan DICTUC improves public service experience with Smaply

Aukan DICTUC - Customer Case Study

Smaply worked with Aukan DICTUC and the Chilean public legal aid organization CAJ to better understand and improve both customer and employee experience. The challenge was to uncover where service gaps, confusion, and frustration occurred across complex legal service journeys while the organization was also dealing with internal change and limited resources.

Using Smaply’s experience research and journey mapping approach, the team combined employee workshops with mobile ethnography to collect real customer and staff journeys, then visualized pain points and opportunities for change. This led to practical improvements such as better service communication, a new information-sheet “visa” for legal processes, and redesigned internal meetings and workflows. The project collected 20 journeys and involved 15 participants in the second workshop, helping CAJ build shared understanding, empathy, and a stronger basis for ongoing service improvements.

Aukan DICTUC

Pedro Seguel

Innovation consultant