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FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?

FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?. 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.

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FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?

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  1. FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?

  2. 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 Presentation Overview 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

  3. 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 Defining Needs 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

  4. Third Party Partner Creation Advantage Dedicated IT resources Speed of implementation Ongoing enhancements Best practices perspective Cross state filing Designing the Service In-House • Creation Advantage • Control of all IT resources • Full accountability • Enhancement flexibility • No perceived conflict of interest Which option best serves your filers?

  5. Site Load Time Fast is first Test multiple browsers Test against the standard Designing the Service 3 Keys to Successful Design Site Design • Flash vs. Substance • Get to the point • Test with the end-user Leverage Your Power Site Navigation • Less clicks = quicker sell • Look to the leaders • Test with the end-user

  6. Objectives of Usability Testing Nationtax Online Designing for the End-user • 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.

  7. Overview of Testing Process Designing for the End-user • 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

  8. Before Usability Testing: Home Page Designing for the End-user

  9. 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. Designing for the End-user Nationtax Home Page Clip 1

  10. After Usability Testing: Home Page Designing for the End-user

  11. Designing for the End-user Before After

  12. 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. Designing for the End-user Demo Services Clip 3

  13. After Usability Testing: Demo Services Designing for the End-user Multimedia Demo Added Interactive Services Demos In Production

  14. State Tax Questionnaire Back

  15. Less Clicks = Quicker Sell Back

  16. Fast is first Back

  17. Fast is first Back

  18. Leverage Your Power “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.” Back

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