Hunting License Service Design Project: Research Findings

Hunting License Service Design Project: Research Findings B.C. Ministry of Forests, Lands and Natural Resource Operations Fish, Wildlife and Habitat Management Branch, and the B.C. Ministry of Technology, Innovation and Citizens Services January 22, 2014

Table of Contents Summary... 2 Background... 3 Research Approach... 4 Phase 1 Environmental Scan... 4 Phase 2 Internal Stakeholder Engagement... 4 Phase 3 Behavioural Interviews... 5 About Qualitative Research... 6 The Research Plan... 7 Behavioural Interview Locations & Participants... 7 Research Staff... 8 Research Findings... 9 Summary of Findings... 9 Detailed Research Findings... 11 Findings Related to the Overall Program Area... 11 Findings Related to the Conservation and Outdoor Recreation Education (CORE) Program... 12 Findings Related to the B.C. Resident Hunter Number Card (RHNC)... 13 Findings Related to B.C. Resident Hunting Licenses... 14 Findings Related to Non-B.C. Resident Hunting Licenses... 15 Findings Related to Species Licenses... 16 Findings Related to the Limited Entry Hunt (LEH) System... 17 Findings Related to the Conservation Officer Service (COS)... 18 Findings Related to Compulsory Inspection & Reporting... 19 Findings Related to the B.C. Resident Hunter Sample Survey... 20 Appendix A Mindmap... 21 Original... 21 Revised... 22 Appendix B Motivation Matrix... 23 Original Version... 23 Revised Version... 24 Completed Version... 25 Appendix C: Service BC Locations... 26 Appendix D: Compulsory Inspection Stations in BC... 27 Confidential Hunting License Service Design Project Research Findings Page 1

Summary The Strategic Initiatives Division (SID) of the Ministry of Technology, Innovation and Citizens Services (MTIC), in partnership with the Fish, Wildlife and Habitat Management Branch (FWHMB) of the Ministry of Forests, Lands, and Natural Resource Operations (FLNRO), has contracted the services of CGI Information Systems & Management Consultants Inc. and their subcontractor, Number 41 Media Corporation, to conduct a proof of concept (POC) initiative to support the development of the corporate Digital Services Strategy and the transformation of the Province s Hunting Program. This proof of concept initiative comprises four phases: 1. Research and measurement: Understand the current service ecosystem and service baseline. Focus on direct research with key program staff, stakeholders, outfitters, conservation officers and other key stakeholders. Review current service environment across touchpoints (web, phone, face to face). (Deliverable: Findings.) 2. Insight and opportunity identification: Document the service ecosystem, including service touchpoints and processes, timelines and context, points of failure or challenge. Analyze research findings to provide evidence-based direction for design of new service to be prototyped. Identify best opportunities for prototyping new service. (Deliverable: Journey maps, opportunities assessment.) 3. Ideation and Prototype: Design and document the new service (blueprint) indicating how key users and deliverers of the service participate in it. Plan and build a service prototype that provides only sufficient fidelity to test it in context with real hunters, outfitters, service providers. (Deliverable: New service blueprint, prototype.) 4. Test, learn and roadmap: Findings from prototype testing, roadmap for service and product development. (Deliverable: Report, Roadmap.) To complete phase one, we conducted extensive environmental and field research surrounding the existing hunting program ecosystem and the needs and expectations of hunters in B.C. with regard to the delivery of government-sponsored hunting services. This document details these research activities, along with the resultant findings. These findings will be applied to the execution of phase two, the Insight and Opportunity Identification Phase, which will commence immediately following the completion and presentation of this document, and will result in deliverables which will include journey maps and an opportunities matrix. The deliverables from both of these phases will provide a thorough, citizen-centric experience map of hunting services in B.C. as well as opportunities identification to inform and guide phases three and four. Confidential Hunting License Service Design Project Research Findings Page 2

Background British Columbia s Hunting Program is a multi-faceted program area that falls primarily under the portfolio of the FWHMB of FLNRO. As the primary internal stakeholder for this program area, the FWHMB is responsible for overseeing the delivery of a variety of government-sponsored hunting services. For hunters, these services include, but are not limited to: the Conservation and Outdoor Recreation Education Program (CORE), currently administered by the B.C. Wildlife Federation (BCWF); the administration of B.C. Resident Hunter Number Cards; the administration of Resident and Non-Resident Hunting Licenses; the administration of Species Licenses; the administration of Limited Entry Hunt draws; the administration of compulsory reporting (CR) and compulsory inspection (CI); and the administration of hunter sample surveys. For guide outfitters, these services include, but are not limited to: the administration of guide outfitter exams; the administration of guide outfitter licenses; the administration of assistant guide outfitter licenses; the administration of guiding territories; the administration of guide declaration forms; and the collection of royalties. Other parties within the provincial government are responsible for the overseeing the delivery of other hunting services. The Permit and Authorization Service Bureau (PASB) of FLNRO is responsible for the issuance of a variety of permits and authorizations for both hunters and guide outfitters. The Conservation Officer Service (COS), under the Ministry of Environment, is responsible for the delivery of conservation officer services throughout the entire province. The FWHMB, along with PASB, are heavily reliant upon the assistance of MTIC s ServiceBC program, as well as independently-contracted service providers, to ensure equitable and timely access to all hunting program services to all hunters, both resident and non-resident. Confidential Hunting License Service Design Project Research Findings Page 3

Research Approach The research for this project was conducted in 3 distinct phases. Each of these phases built upon the preceding phase(s) and culminated in the findings that will be presented in this document. Phase 1 Environmental Scan Phase 1 was completed in September 2013 by conducting of an environmental scan, using the Hunting and Trapping Regulations Synopsis website (http://www.env.gov.bc.ca/fw/wildlife/hunting/regulations/) as a starting point and supplementing that information with print collateral provided by FWHMB staff and conversations with FWHMB staff leading the project, including Sunjit Mark and Jeff Morgan. From this phase, the research team at Number 41 Media gained a cursory overview of the hunting program, including the key stakeholder groups, both internal and external, and the service touchpoints and other interactions that occur between these stakeholder groups. From this environmental scan, a mindmap of the hunting ecosystem was created (see Appendix A), along with the blueprint for a motivation matrix exercise (see Appendix B). Phase 2 Internal Stakeholder Engagement Using the knowledge gained from Phase 1, the research team at Number 41 Media facilitated two internal research workshops at the FWHMB head office in Victoria as the basis for Phase 2. These sessions were attended by the following individuals: 1. Sunjit Mark - Business Information Manager, FWHMB 2. Jeff Morgan Manager, Fish and Wildlife Policy 3. Sean Cavanagh Senior Business Portfolio Manager, Client Business Solution (NRS) 4. Ian Hatter Manager, Wildlife Management 5. Audrey Fanthorpe Licensing Officer, PASB 6. Ian Leeson Harvest Data Clerk 7. Carol Wrenshall Program Technical Support Officer 8. Mike Wolowicz Biometrics & Reporting Officer 9. Lynn Hagel United Head, Fish and Wildlife Permits 10. Carol Foott Unit Head, Wildlife Regulations 11. Anne Thogersen Biological Data Officer 12. Vince Dar Government Agent (MTIC) 13. Tracy Michell Manager, Business Operations & Client Support (Mail Preparation Services) 14. Debi-Lee McNaughton Print Support Analyst 15. Terry Ahern Senior Policy Analyst, Enforcement Program/Conservation Officer Service 16. Pater Pauwels Conservation Officer 17. Lynne Anniko Senior Business Analyst, Financial Operations 18. David Tesch Manager, Ecosystem Information Section Confidential Hunting License Service Design Project Research Findings Page 4

19. Mike Stalberg Section Head, Fish & Wildlife 20. Sean Pendergast Wildlife Biologist 21. Jennifer Smith Human Dimensions Specialist Each of these sessions consisted of two distinct, yet related activities. In the first activity, five copies (three copies in the morning session; 2 copies in the afternoon session) of the mindmap created in Phase 1 were posted throughout the workshop space. Workshop participants were broken up into groups of 4 or 5 and were supplied with post-it notes and felt pens. These groups were then instructed to use these materials to correct the mindmap by identifying and changing inaccuracies and by expanding processes and concepts. The results of this exercise were combined into one final revised mindmap, as seen in Appendix A. The second activity, completing a motivation matrix, drew upon the connections that were made during the mindmap exercise. In this exercise, participants remained in the same groups from the mindmap exercise and were provided with a blank motivation matrix. This matrix identified 10 of the key stakeholder groups in the hunting program along the top row and left column of a matrix. Participants were told that additional stakeholder groups could be added below the bottom row and to the right of the last column, as required. Participants were asked to identify each stakeholder group s motivations for participating in the hunting program and to write these motivations down along a top-left/bottomright diagonal within the matrix. Participants were then asked to identify the interactions and exchanges that exist between the various stakeholder groups and to write down these interactions and exchanges in the remaining squares within the matrix. The results of this exercise were combined into one final revised motivation matrix, as seen in Appendix B. Phase 3 Behavioural Interviews The final phase of research for this project consisted of pre-scheduled on-site and telephone-based behavioural interviews. More specifically, we engaged in open-ended conversations with research participants, guiding those conversations with a set of questions that touched on topics relevant to each participant group. This ethnographic research methodology was chosen because it yields qualitative data, a deep understanding of needs and behaviour, and a chance to identify opportunity for valuable service offerings. Following is a description of the method and outcomes of behavioural interviews as described in the UX Toolbox (http://www2.gov.bc.ca/gov/topic.page?id=9489d10983974913a597abfc6efa99dc). What Behavioural interviews are open-ended, non-directed interviews that focus on participants' behaviour. These interviews explore stories and explanations of how and why things happen and work best if held in context at home or work. Confidential Hunting License Service Design Project Research Findings Page 5

Why Behavioural interviews help uncover values, motivations, priorities, activities, and relationships between elements of the larger system. They connect the research team with real people and they allow the team to investigate the underlying issues behind trends that may not have been revealed through analytics or surveys. How 1. Create an interview guide that covers questions for all the topics you're interested in for this research. This isn't intended to be a script; instead use it as a guide to help keep you on track of all the topics you want to explore. Make sure you can fit your questions into the allotted time. 2. Interview at least eight individual participants by exploring each topic with them using open-ended questions. Pause and invite further explanation of interesting topics, anecdotes or other elements. Use your guide to direct conversation rather than as a script that you read from verbatim. 3. Record notes during the interview (you may want to work in a team, with one person taking notes and one interviewing). About Qualitative Research An ethnographic research methodology was chosen for this project because it yields qualitative data, a deep understanding of needs and behaviour, and a chance to identify opportunities for valuable offerings. Quantitative research is good at identifying large trends and patterns, and assessing impact and severity. It requires large sample sizes to produce statistically significant results, and is best used to understand the mechanisms that create the large-scale patterns identified by quantitative research. Qualitative methods evaluate the how's and why's of decision making. They are used to target design or technology interventions and to understand what is really going on behind the numbers. Small sample sizes are the scientifically-accepted norm. Qualitative research actually produces more types of data than is typically gathered in a quantitative study. A single one-hour session with a user typically produces millions of data points in the form of statements, actions, artifacts, changes in voice inflection, contextual observations, and more. It may not feel like that much data because the human brain is trained to process this kind of data easily. So, rather than capturing very few data points about many people, many data points about fewer people were collected. After talking to only two or three people, there was a great deal of meaningful, actionable data. Double that sample to four or six people and there was considerably more detail. It s for this reason that qualitative design research seldom considers sample sizes larger than 10-12 participants (per group of interest). Confidential Hunting License Service Design Project Research Findings Page 6

The research conducted for this project did not reveal everything there is to know about the many thousands of people the program serves, but it did reveal a vast amount of information that forms a solid basis on which to build further understanding. The Research Plan A detailed research plan, which includes participant screening criteria and interview guides, can be viewed at http://hunting.number41media.com/. Behavioural Interview Locations & Participants In selecting our research locations and participants, we first chose participants groups according to the results of the research activities in phase two the mindmap and motivational matrix. Once these participants groups had been identified, we focused on ensuring a good mix of geographic regions and population densities in our location choices, while also considering the number of hunters and the prominence of hunting activities in each region. With the exception of hunters, all research participants were contacted by phone prior to our arrival at their location to explain the purpose of the research and to schedule interviews in advance. To connect with hunters, we adopted an intercept approach in which we approached hunters in retail outlets, explained the purpose of the research and asked if they would be interested in participating. Interviews were then conducted on the spot. Due to the timing of the research, many hunters had concluded their hunting activities for the year and were not available in retail outlets. As a result, we also connected with family, friends and acquaintances of both Number 41 Media staff as well as FWHMB staff via email and telephone to schedule either face-to-face or telephone interviews. It should be noted that many of the research participants outside of the hunter category are also hunters in addition to being involved in the hunting industry in another way. For example, the guide outfitter we spoke with in Campbell River provided his viewpoint both as a guide outfitter and as a resident hunter with an extensive family history of hunting that dates back to childhood. As a result, we were able to gain hunter-based insights from more than the 9 hunters indicated in the table below. Confidential Hunting License Service Design Project Research Findings Page 7

Hunters B.C. Wildlife Federation Staff Guide Outfitters & GOABC Staff Licence Vendors ServiceBC Office Staff Conservation Officers Compulsory Inspection Stations* Regional Biologists FLNRO Staff BC Mail Plus Staff To summarize, behavioural interviews were conducted in the following locations and with the following participants: Fraser Valley 1 Prince George Kelowna & Vernon Campbell River 2 6 2 1 1 1 1 3 1 1 1 2 1 4 Cranbrook 1 2 2 2 3 Lower Mainland 3 1 3 Victoria 4 1 1 1 1 TOTAL 9 3 5 13 6 9 3 7 1 1 *NOTE: To ensure the anonymity of compulsory inspection station officers, exact locations of research participants are omitted here. Research Staff Playing the lead researcher role, Rebecca Harper was responsible for the development of all research materials and all recruiting and scheduling, in consultation with Jennifer Peaker and Charles Haigh. Supporting research activities throughout the project were Jennifer Peaker, Kara Ronse, Michele Macklin, Charles Haigh, Blair Neufeld and Savannah Murphy. In addition, Ursula Szkolak was also utilized for logistics and travel bookings. Confidential Hunting License Service Design Project Research Findings Page 8

Research Findings Throughout the research process, although myriad pain points were identified by research participants, a common theme regarding the sustainability of hunting emerged. Many felt that hunting is a privilege, not a right, and that conservation must be a priority and ethics must be upheld to ensure opportunity for future generations. Our findings are documented here, and each includes a rating (high, medium or low) reflecting the severity of the item. These ratings were determined by a number of factors, including: a) the frequency with which it arose in conversation during research sessions, both in individual sessions and from one session to the next; b) the urgency with which participants discussed it, including when it arose in conversation as well as participants body language, facial expressions and tone of voice; and c) the extent to which the item impacted the delivery of information or service to the participant, as described by the participant. Summary of Findings Grouped by program service offering, a summary of the research findings are below (the rating is identified in brackets). Overall Program Area 1. Access to hunting program area information (high) 2. Competing priorities of resident, non-resident and First Nations hunters (low) Conservation and Outdoor Recreation Education (CORE) Program 3. Inability to complete CORE online (medium) 4. Inability or difficulty accessing CORE instructors/examiners (medium) 5. Instructor/examiner quality control inconsistency (high) 6. Curriculum focus, relevance and structure (medium) B.C. Resident Hunter Number Card (RHNC) 7. Difficulty acquiring original and replacement RHNCs (medium) 8. Lack of durability of physical card (low) B.C. Resident Hunting Licenses 9. Time-consuming and inconvenient process (high) Confidential Hunting License Service Design Project Research Findings Page 9

Non-B.C. Resident Hunting Licenses 10. Inability to purchase licenses outside of ServiceBC office hours (high) 11. Inability to return or transfer unused licenses (high) Species Licenses 12. Time-consuming and inconvenient process (high) 13. Inconvenience of 48-hour wait period prior to using particular species licenses (low) 14. Improper cancellation of a species license (medium) Limited Entry Hunt (LEH) System 15. Perceived unfairness of existing system (high) 16. Late timing of results announcement (high) 17. Inconvenient application process (medium) Conservation Officer Service (COS) 18. Lack of officers in the field (medium) 19. Ineffectiveness of RAPP line (low) Compulsory Inspection & Reporting 20. Skepticism regarding the government s use of CI and CR data (high) 21. Inability to connect with CI stations (medium) 22. Concerns regarding CI station adherence to confidentiality and other unethical practices (high) B.C. Resident Hunter Sample Survey 23. Skepticism regarding the government s use of survey data (high) Confidential Hunting License Service Design Project Research Findings Page 10

Detailed Research Findings Findings Related to the Overall Program Area 1. Access to hunting program area information Rating: High Hunters consistently expressed a lack of access to information pertaining to the hunting program. Most had never visited the program website (http://www.env.gov.bc.ca/fw/wildlife/hunting/regulations/) and those that had did not visit it regularly. Access to and understanding of print information is also limited; many expressed concern over the lack of Hunting and Trapping Regulations Synopses available in both ServiceBC locations and authorized license vendor locations. Many hunters indicated that they require two or more copies of the synopsis one copy for use at home and one copy for use while in the bush. Furthermore, hunters, ServiceBC staff and authorized license vendor staff also indicated that with the move from a one-year synopsis to a twoyear synopsis, many hunters require a second copy of the synopsis at the beginning of the second year. Of those hunters who do have access to one or more copies of the synopsis, many also noted the difficulty that is associated with trying to interpret and fully understand the regulations. Many hunters indicated the information is neither straightforward nor written in plain language. This presents a great barrier to the hunting community s overwhelming desire to hunt ethically and within the limitations put forth by the FWHMB. In addition to a lack of access to both digital and print information, numerous stakeholder groups identified a lack of ministry communication surrounding the hunting program as being a major concern, particularly when negative press is given to the program, such as was the case this year when the media focused on poachers near Port Alberni. Hunters noted that access to government staff has declined in recent years due to funding cutbacks and the closure of regional offices, which has resulted in a lack of government presence in the hunting dialogue taking place within the province. The hunting community is seeking more availability, transparency and proactive behavior from within government with regard to the hunting program. It is a commonly held belief that greater effort from government to raise the profile of hunting in BC and to discuss how the hunting program is managed would help to build greater awareness and trust both within the hunting community as well as among the general public. Timely collection, analysis and distribution of hunting data as well as an effective public relations strategy are notably missing at the present time. Confidential Hunting License Service Design Project Research Findings Page 11

2. Competing priorities of resident, non-resident and First Nations hunters Rating: Low As is often the case when multiple groups are recipients of the same service, hunters and guide outfitters have both identified tension between these three hunting groups around the perceived unfairness in the delivery of services between them. In the case of resident hunters vs. non-resident hunters/guide outfitter differences, there is a perceived unfairness in the allocation policy. In the case of First Nations hunters vs. non-first Nations hunters, there is also a perceived unfairness with regard to reporting requirements from the perspective of non-first Nations hunters. Findings Related to the Conservation and Outdoor Recreation Education (CORE) Program Although the CORE Program is administered by the B.C. Wildlife Federation (BCWF), this program lies within the jurisdiction of the FWHMB and, as such, there are opportunities for the FWHMB to work in partnership with the BCWF to address these issues. 3. Inability to complete CORE online Rating: Medium Hunters repeatedly expressed frustration with having to attend a course in a physical classroom. They cited jurisdictions such as Alberta where the Alberta Conservation and Hunter Education Program (http://www.aheia.com/online_hunter_education_certification) can be completed entirely online, including both the course and the exam. While some concerns exist surrounding participant identity verification, there are options available to mitigate this risk, and should be considered to maximize the opportunity. With the provincial government s partnership with Telus through the Connecting BC Program, 93% of British Columbians have high speed Internet access available in their communities, with the aim to reach 97% in the near future. 4. Inability or difficulty accessing CORE instructors/examiners Rating: Medium Some hunters expressed concern over their inability to find a CORE instructor/examiner who offered courses during a time that worked within the hunter s schedule. This is of particular concern in some of the more rural and remote communities in B.C. where only one instructor/examiner is available. Of particular note was some hunters inability to find an instructor/examiner who would allow the hunter to challenge the exam and, therefore, not take the CORE course. Confidential Hunting License Service Design Project Research Findings Page 12

5. Instructor/examiner quality control inconsistency Rating: High Individuals within the hunting community, particularly CORE instructors and conservation officers, have indicated a lack of consistency among CORE instructors. With the exception of attendance at a mandatory instructor course hosted by the BC Wildlife Federation and the provision of the CORE Manual and the Hunting and Trapping Regulation Synopsis, instructors are not provided with any training or instructional materials. This creates a very real potential for instructional inconsistencies from one instructor to the next and, even more concerning, an increase in the likelihood of knowledge and understanding variations from one hunter to the next. There were also instances reported where research participants suspected that CORE instructors had potentially issued false examination results in exchange for monetary compensation. This, too, results in knowledge variations from one hunter to the next. 6. Curriculum focus, relevance and structure Rating: Medium Both hunters and CORE instructors repeatedly expressed their frustration with the focus, relevance and organization of the CORE curriculum. Some of the most frequently discussed problems include a perceived overemphasis on bird species identification, a lack of BC-specific information, frequent duplication of safety information from the Canadian Firearms Safety Course, outdated information about firearm safety, and poor organization of the CORE manual. The perceived impact of these concerns is novice hunters participating in hunting without adequate knowledge to hunt both safely and ethically. Hunters and instructors indicated that they would like to see a heavier focus on BC-specific species identification, BC-specific interpretation of regulations, and firearm safety and less of a focus on bird species identification and non-bc-specific species identification. It was also suggested that CORE instructors be involved in a significant structural revision of the CORE manual to organize it in a way that better reflects how the CORE course is taught. Findings Related to the B.C. Resident Hunter Number Card (RHNC) 7. Difficulty acquiring original and replacement RHNCs Rating: Medium Hunters often mentioned their frustration with acquiring both their original RHNC as well as any replacement RHNCs. As the system currently exists, hunters must submit their CORE examination results Confidential Hunting License Service Design Project Research Findings Page 13

to the BCWF in order to receive their CORE Certificate of Completion. Once they receive this certificate, the hunter must complete an Application for Resident Hunter Number and submit it either in person at a ServiceBC office or by mail. While the large majority of hunters are aware of the process that is required to obtain an RHNC, neither of these options is efficient or user-friendly. For those hunters who opt to physically enter a ServiceBC office, a number of factors were identified as contributing to a lack of efficiency and user-friendliness. These factors include the limited locations of ServiceBC offices (see Appendix D) and the frequent long waits upon arrival. For those hunters who choose to submit their applications by mail, it was indicated that both the longer processing and mailing times as well as the requirement to submit the original copy of their CORE Certificate of Completion were hindrances and contributing factors to the hunters frustration with this process. With regard to the acquisition of replacement RHNCs, the only option available to hunters is to physically enter a ServiceBC office; the same factors exist with this process as identified for the acquisition of an original RHNC at a ServiceBC office location. 8. Lack of durability of physical card Rating: Low Hunters do not often have to replace their RHNC, but when they do, they ve reported that it is a timeconsuming and less-than-ideal process. The physical format of the RHNC is poor, particularly given the environmental conditions to which the RHNC is exposed. Findings Related to B.C. Resident Hunting Licenses 9. Time-consuming and inconvenient process Rating: High Every hunter we spoke to expressed the same concern; namely, it takes too long to acquire a hunting license at both ServiceBC offices and authorized license vendors, particularly in the days leading up to and within peak hunting season. While most hunters understand and are prepared to wait, this remains one of the greatest sources of frustration from within the hunting community. Moreover, hunters and ServiceBC staff also indicated that hand-written licenses are prone to error, particularly when issued at authorized license vendor locations in which staff turnover is high and/or staff knowledge of hunting is low. Some ServiceBC locations indicated that they had created in-house training materials to address the issue of errors made by license vendors but these materials are not readily shared across the entire Confidential Hunting License Service Design Project Research Findings Page 14

ServiceBC organization. The result of this is a relatively high administrative burden on ServiceBC to correct errors which reduces the number of available ServiceBC staff to provide face-to-face service to those waiting in a ServiceBC office. Findings Related to Non-B.C. Resident Hunting Licenses 10. Inability to purchase licenses outside of ServiceBC office hours Rating: High Guide outfitters unanimously expressed frustration on behalf of non-resident hunters with having to purchase non-resident hunting licenses in person at a ServiceBC location and often prior to the hunters arrival in BC. Guide outfitters indicated that, oftentimes, their clients arrive on evenings and weekends when ServiceBC offices are not open. Because waiting until a ServiceBC office was open would delay their hunt, guide outfitters acquire non-resident hunting licenses on behalf of their clients prior to the clients arrival. Beyond the inconvenience of having to work within the limited hours of operation at ServiceBC offices, this process impacts the non-resident hunters hunting opportunity in several ways. First, if mistakes are made duration the preparation of the licences, these mistakes are often not detected until the client arrives, at which time, there is no way to correct these mistakes prior to the hunt. Second, if clients want to expand either the scope or duration of their hunt, it is either impossible or greatly inconvenient for the guide outfitter to procure additional licences. This limits both hunting opportunities for the hunters and reduces revenue opportunities for the province, both in terms of licence sales as well as economic impact. 11. Inability to return or transfer unused licenses Rating: High Guide outfitters also expressed frustration with their inability to return or transfer unused licenses. As discussed above, guide outfitters are often required to purchase all of their clients non-resident hunting licenses and species licenses prior to their clients arrival. This need to purchase licenses in advance of clients arrivals places guide outfitters and/or non-resident hunters at risk of significant financial loss. In the event of a cancellation by the guest after the licenses have been purchased, because these licenses are non-refundable and non-transferable, either the guide outfitter or the nonresident hunter is out the money, which, when combined with any number of species licenses, can be a significant cost to either party. In order to minimize this risk, many guide outfitters wait until the last possible minute to purchase their clients licenses, which in and of itself is a time-consuming process simply due to the volume of licenses being purchased by any one guide outfitter. Confidential Hunting License Service Design Project Research Findings Page 15

In addition to the elevated financial risk to both guide outfitters and non-resident hunters, this entire process imposes an unnecessary strain on ServiceBC staff and causes frustration for the guide outfitters and longer wait times for everyone waiting at ServiceBC locations, both hunters and otherwise. Findings Related to Species Licenses 12. Time-consuming and inconvenient process Rating: High Every hunter we spoke to expressed the same concern; namely, it takes too long to acquire species licenses at both ServiceBC offices and authorized license vendors, particularly in the days leading up to and within peak hunting season and when multiple species licenses are being purchased. While most hunters understand and are prepared to wait, this remains one of the greatest sources of frustration from within the hunting community. Moreover, hunters and ServiceBC staff also indicated that hand-written species licenses are prone to error, particularly when issued at authorized license vendor locations in which staff turnover is high and/or staff knowledge of hunting is low. Some ServiceBC locations indicated that they had created in-house training materials to address the issue of errors made by license vendors but these materials are not readily shared across the entire ServiceBC organization. The result of this is a relatively high administrative burden on ServiceBC to correct errors which reduces the number of available ServiceBC staff to provide face-to-face service to those waiting in a ServiceBC office. 13. Inconvenience of 48-hour wait period prior to using particular species licenses Rating: Low This is a source of confusion from many hunters as there is little to no explanation given to these wait periods. The consensus among hunters is that these wait periods are inconveniences that do not appear to serve any purpose within the hunting program. 14. Improper cancellation of a species license Rating: Medium While hunters did not discuss this concern at great length, conservation officers repeatedly discussed the problem associated with the improper cancellation of species licenses. Confidential Hunting License Service Design Project Research Findings Page 16

Enforcement of the hunting regulations is challenging, if not impossible, with the current species license system. Conservation officers and other hunting professionals noted the lack of a physical tag that is attached to the harvested animal as a key contributor to this concern. Findings Related to the Limited Entry Hunt (LEH) System 15. Perceived unfairness of existing system Rating: High Although most hunters recognize that a limited entry hunt system is necessary for effective conservation of some species and that a lottery system provides equal selection odds for all participants, there is significant speculation within the community regarding the integrity of the LEH program administration. There also seems to be a lack of knowledge regarding the enhanced odds that are applied to all LEH applications with the exception of mule deer and white-tailed deer. While the Ministry has 2 PDF publications on their website titled How the Limited Entry Hunting (LEH) System Works (http://www.env.gov.bc.ca/fw/wildlife/hunting/resident/docs/leh_system.pdf) and British Columbia Limited Entry Hunting Regulations Synopsis, 2013-2014 (http://www.env.gov.bc.ca/fw/wildlife/hunting/resident/docs/leh_13_14.pdf), it is apparent that few, if any, hunters have actually read these publications. 16. Late timing of results announcement Rating: High Hunters, particularly those who are required to submit vacation requests well in advance of the LEH season, are consistently frustrated with the late timing of LEH results announcements. Hunters indicated that this is a source of great frustration because the odds of being selected are so low in the first place that they do not book vacation time until they are notified of their win; as a result, it can be difficult for successful LEH applications to secure the necessary vacation time in order to participate in the hunt and often many highly-coveted LEH tags go unused. Confidential Hunting License Service Design Project Research Findings Page 17

17. Inconvenient application process Rating: Medium Just as with the process for acquiring a hunting license and species licenses, hunters are frustrated with the antiquated, inconvenient, time-consuming and error-prone paper-based process for LEH applications. Under the current system, applicants must physically go to a ServiceBC office (see Appendix C) or an authorized license vendor to complete their application. The concerns that exist for acquiring hunting licenses and species licenses also apply to the application for LEH. Findings Related to the Conservation Officer Service (COS) 18. Lack of officers in the field Rating: Medium Hunters almost always had great things to say about the conservation officers they have had encounters with. However, when asked how often hunters encounter conservation officers in the field, all participants indicated that they rarely, if ever, encountered conservation officers in the field. It was also common knowledge among other hunting professionals, including guide outfitters, license vendors and CI station officers, that the COS is both severely understaffed and experiencing the effects of increased responsibilities such as dealing with environmental protection and problem wildlife. Many hunters and hunting professionals felt that COS s role should be focused either exclusively or more heavily on traditional Game Warden responsibilities. 19. Ineffectiveness of RAPP line Rating: Low Several hunters indicated a lack of subject matter expertise on the part of the RAPP line operators. This lack of subject matter knowledge not only impedes the operator from conveying accurate and relevant information to the COS, but it also erodes the credibility of the hunting program. Confidential Hunting License Service Design Project Research Findings Page 18

Findings Related to Compulsory Inspection & Reporting 20. Skepticism regarding the government s use of Compulsory Inspection (CI) and Compulsory Reporting (CR) data Rating: High Hunters are highly skeptical of how the government uses both CI and CR data; many hunters believe this data is being used more for enforcement and surveillance rather than for conservation and policy development. The primary ramification of this opinion is a reluctance to report accurate hunt results, thereby negatively affecting the work of biologists in setting conservation-based policies. 21. Inability to connect with Compulsory Inspection stations Rating: Medium Several hunters that we spoke with indicated the challenges they have experienced in trying to make appointments with CI station officers. Whether the inspection station was located an unreasonable distance from their hunting locations and/or homes (see Appendix D), or the inspection station officer was not available to perform inspections at a mutually agreeable time, some hunters have become frustrated with this process, particularly hunters in more remote locations and non-resident hunters. As a result, harvest data is not being accurately collected and biologists cannot make fully informed decisions. 22. Concerns regarding CI station adherence to confidentiality and other unethical practices Rating: High On numerous occasions, hunters and other hunting professionals voiced concerns surrounding potential unethical behaviour on the part of CI station officers. All CI station interactions are strictly confidential; no one but the hunter, the CI station officer and the provincial government are privy to the information exchanged in these interactions. However, hunters are concerned that confidentiality is not always being honoured; rather, they feel that CI station officers, who are often hunters themselves, are sharing information with their hunting peers. Other unethical practices that are of concern to hunters include the belief that CI station officers may potentially accept bribes in exchange for passing illegal animals, and that favours are potentially given to hunters who know the CI station officer personally. These concerns further contribute to hunters skepticism and mistrust about the program and how their information is used. Confidential Hunting License Service Design Project Research Findings Page 19

Findings Related to the B.C. Resident Hunter Sample Survey 23. Skepticism regarding the government s use of survey data Rating: High While the FWHMB indicates that the response rate for the hunter sample survey is quite good, the hunting community expressed concerns that extend beyond the response rates. Just as with CR and CI data, hunters are highly skeptical of how the government uses the data it collects from the annual hunter sample survey. Many hunters believe this data is being used more for enforcement and surveillance rather than for conservation and policy development. The primary ramification of this opinion is a resistance to reporting accurate hunt results, thereby negatively affecting the work of biologists in setting conservation-based policies. Confidential Hunting License Service Design Project Research Findings Page 20

Appendix A Mindmap Original Confidential Hunting License Service Design Project Research Findings Page 21

Revised To view a larger version the completed version of the motivational matrix, visit the project team website at http://hunting.number41media.com/mindmaprevised.gif. Confidential Hunting License Service Design Project Research Findings Page 22

B.C. Resident Hunters Non-B.C. Resident Hunters License Vendors Guide Outfitters ServiceBC Offices Fish, Wildlife and Habitat Management Branch Conservation Officers Compulsory Inspection Stations Biologists B.C. Wildlife Federation Appendix B Motivation Matrix Original Version Gives to B.C. Resident Hunters Non-B.C. Resident Hunters License Vendors Guide Outfitters ServiceBC Offices Fish, Wildlife and Habitat Management Branch Conservation Officers Compulsory Inspection Stations Biologists B.C. Wildlife Federation Confidential Hunting License Service Design Project Research Findings Page 23

B.C. Resident Hunters Non-B.C. Resident Hunters License Vendors Guide Outfitters3 ServiceBC Offices3 Fish, Wildlife and Habitat Management Branch Conservation Officers Compulsory Inspection Stations Biologists B.C. Wildlife Federation First Nations Hunters Habitat Conservation Trust Fund Guide Outfitters Association of British Columbia Permit and Authorization Service Bureau Ministry of Finance Trappers Transporters Fur Traders B.C. Trappers Association Taxidermists Revised Version Gives to B.C. Resident Hunters Non-B.C. Resident Hunters License Vendors Guide Outfitters ServiceBC Offices Fish, Wildlife and Habitat Management Branch Conservation Officers Compulsory Inspection Stations Biologists B.C. Wildlife Federation First Nations Hunters Habitat Conservation Trust Fund Guide Outfitters Association of British Columbia Permit and Authorization Service Bureau Ministry of Finance Trappers Transporters Fur Traders B.C. Trappers Association Taxidermists Confidential Hunting License Service Design Project Research Findings Page 24

Completed Version To view a larger version the completed version of the motivational matrix, visit the project team website at http://hunting.number41media.com/motivation_matrix/index.html. Confidential Hunting License Service Design Project Research Findings Page 25

Appendix C: Service BC Locations Confidential Hunting License Service Design Project Research Findings Page 26

Appendix D: Compulsory Inspection Stations in BC Confidential Hunting License Service Design Project Research Findings Page 27