Reducing Traveller Errors – CBSA
Methods & Outcomes
- Behavioural research review
- Innovation workshops
- Evaluation matrix design
- Concept cards
- High-fidelity prototype in Figma
Team
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How can innovation reduce delays caused by traveller mistakes?
Highlights
The Canada Border Services Agency (CBSA) needed help solving a persistent problem: inadvertent traveller errors that caused inefficiencies at border crossings. Building on prior behavioural research, DFFRNT was engaged to lead a focused innovation sprint and co-develop viable, user-informed solutions.
The project brought together a cross-departmental team to generate ideas, assess their feasibility, and refine them using DFFRNT’s structured innovation framework. Concepts were evaluated across a matrix of desirability, feasibility, viability, and impact. The top-scoring idea, a traveller-support app was developed into a high-fidelity prototype using Figma.
The Client
CBSA is the federal agency responsible for enforcing Canada’s laws at the border and ensuring the safe and efficient flow of goods and travellers. In 2022, CBSA processed nearly 50 million travellers. With a mandate to reduce errors and improve compliance, CBSA’s innovation group engaged DFFRNT to lead a strategic design process grounded in behavioural insight.
The Challenge
Following research that uncovered common causes of traveller non-compliance, the next challenge was translating these insights into actionable solutions. CBSA wanted to reduce border slowdowns without compromising regulations or traveller experience.
The agency needed a tightly focused innovation process—one that could generate practical ideas and rapidly filter them for real-world application. DFFRNT’s behavioural design approach and experience with public sector clients made them the right partner for this mission.
"Equipped with traveller personas and knowledge of the mechanisms of inadvertent non-compliance, we could generate ideas that address the situation."
The Solution
DFFRNT facilitated a series of structured ideation and evaluation workshops with a multidisciplinary team selected from across CBSA. Rather than casting a wide net, the team focused on addressing a defined set of traveller issues with a targeted group of stakeholders.
Ideas were scored using a custom evaluation matrix that included strategic alignment, implementation feasibility, and potential impact. Each concept was documented using “concept cards,” which clearly defined the user, the challenge, and how the solution worked.
The top-ranked concept was a mobile app that would help travellers avoid common compliance mistakes. DFFRNT created wireframes and an interactive prototype in Figma, collaborating with internal stakeholders to ensure the design aligned with CBSA’s regulatory and operational needs.
The Outcome
From dozens of ideas, one app concept advanced to the prototype stage. It integrated seamlessly with CBSA’s existing digital tools and earned high marks for feasibility and alignment. The clickable prototype now serves as a ready-to-develop solution, should the agency move forward.
Beyond the prototype, CBSA gained a new internal capacity: a cross-functional team trained in structured innovation and behavioural problem-solving. Dozens of unselected ideas remain documented for future exploration.
Key Takeaways
- Focused innovation yields actionable outcomes for complex public-sector problems
- Evaluation matrices support transparent, criteria-based decision-making
- Behavioural insights sharpen the relevance of potential solutions
- Concept cards help clarify and communicate new ideas
- Prototyping enables early validation before full investment
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