FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?
-
Upload
rosalyn-miles -
Category
Documents
-
view
214 -
download
1
Transcript of FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?
![Page 1: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/1.jpg)
FTA Technology ConferenceCustomer Research:
What E-tax Utility Does Your Taxpayer Really Want?
![Page 2: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/2.jpg)
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
![Page 3: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/3.jpg)
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
![Page 4: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/4.jpg)
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?
![Page 5: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/5.jpg)
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
![Page 6: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/6.jpg)
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.
![Page 7: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/7.jpg)
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
![Page 8: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/8.jpg)
Designing for the End-user
Before Usability Testing: Home Page
![Page 9: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/9.jpg)
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
![Page 10: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/10.jpg)
Designing for the End-user
After Usability Testing: Home Page
![Page 11: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/11.jpg)
Designing for the End-user
Before
After
![Page 12: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/12.jpg)
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
![Page 13: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/13.jpg)
Designing for the End-user
After Usability Testing: Demo Services
Multimedia Demo Added
Interactive Services Demos In Production
![Page 14: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/14.jpg)
State Tax Questionnaire
Back
![Page 15: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/15.jpg)
Less Clicks = Quicker Sell
Back
![Page 16: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/16.jpg)
Fast is first
Back
![Page 17: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/17.jpg)
Fast is first
Back
![Page 18: FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?](https://reader030.fdocuments.in/reader030/viewer/2022032803/56649e215503460f94b0cb54/html5/thumbnails/18.jpg)
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.”