A few days ago I had one of those frustrating experiences where you think: there has to be a better way of doing this. My daughter fractured her wrist and we had been at one of the local medical clinics to get it sorted. Everything was fine, except I forgot to ask for a certificate so she could be excused from her swimming lessons. No big deal, I thought. I’ll just call the clinic. I found the number on Google Maps, called and was greeted by the usual menu: Press 1 if you need urgent medical assistance. Press 2 to reschedule an appointment. Press 3 to access policy information. … There were 5 options. None of them fitted and each had submenus leading me nowhere where I needed to go. There was no “press 0 for an operator” either. So after 4 completely new calls, and getting really good at skipping to the next menu, I finally pressed 1 because at that point I was close to needing urgent medical assistance. Mentally preparing my apology to whoever I’d be connected to, another automated menu opened. “Which clinic would you like to be connected to?” I selected the right clinic and immediately got through to somebody. A few words exchanged with a real human and the requested certificate landed in my email not even 5 seconds after I ended the call. The day of my “interesting” call experience was last Sunday. Last Saturday, I joined my first Afternoon Tea session with Jake. We talked about a few interesting things. One of them was JEV. I had watched Jake’s video about it as well. Suddenly the dots connected and I thought man, this is actually a really good JEV use case. Instead of making me work out which menu option vaguely matches what I need, why not just let me say: “My daughter fractured her wrist. We were at this clinic and I forgot to get a certificate for her. I need one for her swimming lessons.” Something like JEV could classify the request and decide where it needs to go. That alone would already be an improvement. Then I thought, hold on, this could get even more interesting if there was an ICM behind it. Imagine the system already has access to the relevant information about my daughter, the clinic visit, what happened and whatever other information is required for this particular process. JEV’s job might simply be to work out: What is this person trying to do? Which workflow does this belong to? Where should it go next?