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FTA Technology ConferenceCustomer Research:
What E-tax Utility Does Your Taxpayer Really Want?
Presentation Overview
Defining Needs
• Which taxes would filers choose first to file electronically?
• Which e-tax is most advantageous to the tax authority?
• How to reconcile the two perspectives
Designing the Service
• In-house vs. partnering with third party partner
• Observe the three keys to successful design
Case Study - Designing For the End-user
• Objectives of Usability Testing Nationtax Online
• Overview of Testing Process
• Findings
Defining Needs
Which taxes would filers choose first to file electronically?• Uncover the Pain - Discover what taxes are most burdensome to filers
– Questionnaires– Focus Groups– Phone Surveys
Which e-tax is most advantageous to the tax authority• Define the metrics for success
– Processing costs– Volume and/or speed of payments– High paper to electronic filing conversion rate
How to reconcile the two perspectives• Give serious weight to the concerns and needs of the filers • Determine how filers will help you achieve your goals• Choose business taxes that offer a win-win for you and the filers
Designing the Service
Third Party Partner
• Creation Advantage
– Dedicated IT resources
– Speed of implementation
– Ongoing enhancements
– Best practices perspective
– Cross state filing
In-House
• Creation Advantage
– Control of all IT resources
– Full accountability
– Enhancement flexibility
– No perceived conflict of interest
Which option best serves your filers?
Designing the Service
Site Load Time
• Fast is first
• Test multiple browsers
• Test against the standard
Site Design
• Flash vs. Substance
• Get to the point
• Test with the end-user
Site Navigation
• Less clicks = quicker sell
• Look to the leaders
• Test with the end-user
3 Keys to Successful Design
Leverage Your Power
Designing for the End-user
Objectives of Usability Testing Nationtax Online
• Evaluate the overall look, feel and consistency of the user interface design, layout and organization.
• Assess the clarity of terminology used throughout Nationtax.
• Evaluate the navigability of the site to help eliminate visitor confusion and increase user productivity.
• Determine areas of the interface that can be improved and provide recommendations to increase the ease of use, ease of learning, and overall consistency.
Designing for the End-user
Overview of Testing Process
• User requirements: 5 small business owners 5 small business tax filers All users file Sales and/or 941 taxes
internally• Features Tested: Take a Demo
File Florida Sales tax Find and review security information Find and review company information Find and review current company news
• Length of each Test: 1.5 hours
Designing for the End-user
Before Usability Testing: Home Page
Designing for the End-user
Finding: – Contained too much text. – No direction or clear starting point.– Provided too many differently named
links that all lead to the same page. – The combination of these three issues
made the Homepage very unclear to the users.
Nationtax Home Page
Clip 1
Designing for the End-user
After Usability Testing: Home Page
Designing for the End-user
Before
After
Designing for the End-user
Finding: – Users made the assumption that the
Demo would consist of multimedia or would allow for interaction to simulate the filing process.
– They were disappointed when the Demo only displayed a series of screens representing the tax filing process.
Demo Services
Clip 3
Designing for the End-user
After Usability Testing: Demo Services
Multimedia Demo Added
Interactive Services Demos In Production
State Tax Questionnaire
Back
Less Clicks = Quicker Sell
Back
Fast is first
Back
Fast is first
Back
Leverage Your Power
Back
“From what you hear in the news, you’d think everyone was bartering on eBay, shopping on Amazon.com, or trading on Schwab. But in fact, less than 5% of the online pop. buys books, trades stocks, or takes part in online auctions on a typical day. More people visit govern-ment web sites than each of these categories.”
