Researching how tax professionals use government services
The challenge
Tax professionals are a key user group for the Australian Taxation Office, regularly interacting with its digital services. However, a lack of detailed insight into their day-to-day workflows and challenges meant there was limited understanding of how to best support them through digital products.
The solution
Our team conducted user research to build a clearer picture of this user group’s needs and behaviours. My role spanned across multiple stages of the research process:
- Survey development: designing an online survey used to gather broad quantitative insights.
- Contextual interviews: Conducting over 20 in-depth interviews to understand how tax professionals use ATO tools in real workplace contexts.
- Data analysis and reporting: Analysing both qualitative and quantitative findings, identifying patterns, pain points, and unmet needs.
- Personas and journey maps: Creating artefacts that visualised tax professional user types and their digital interactions with the ATO.
- Stakeholder engagement: Facilitating a workshop to share findings and align stakeholders on key opportunities.
The research findings were used to inform the redesign of the ATO website, ensuring that tax professionals are better supported with tools, information, and services tailored to their specific needs.
