Understanding how users engage with the ATO
The challenge
The ATO wanted to better understand how people seek advice when navigating tax-related questions. While the organisation had extensive research available, the insights were fragmented across multiple reports and sources, making it difficult to see the full picture of the user experience.
The approach
As part of the UX team, I contributed to a project focused on synthesising these insights into actionable journey maps:
- Meta-analysis of existing research: We reviewed and analysed findings from over 15 research reports to identify common behaviours, pain points, and needs.
- Creating assumptive journey maps: Based on the synthesis, we developed a series of assumptive journey maps to visualise how members of the public typically seek advice from the ATO.
- Collaborative insight generation: These maps served as a shared artefact for discussions with stakeholders and helped guide future service improvements.
The journey maps helped unify existing knowledge and uncovered key opportunities to improve the advice-seeking experience.
