Brand Refresh & UX

AUSTRALIAN TAXATION OFFICE

Brand Refresh & UX

AUSTRALIAN TAXATION OFFICE

Story

With 130 million visits in 2020, ato.gov.au is the primary gateway for all services offered by the Australian Taxation Office. Between 2017 and 2020, visits increased by 49% with 40% of all users accessing the website through mobile devices.

Challenge

The current technology no longer meets business requirements or user expectations. Users want a clearer, more user-friendly experience and easily accessible information to satisfy their tax and superannuation obligations.

Outcome

The Digital Experience team was tasked with designing a streamlined, contemporary digital experience for ato.gov.au. We developed two brand concepts and tested the information architecture, user interface and navigation with core user groups. The preferred concept was refined into a working prototype.

Client

Category

Australian Taxation Office

Brand Refresh & UX

My Role

Digital Service Designer

Internal team

Digital Experience Lead
Digital Experience Lead
Digital Service Designer
Digital Service Designer
Senior UX Designer
Senior UX Designer
Digital Service Officer
Senior Researcher

Emily Wiles
Shlok Trivedi
Ying Zhang
Robert Leaver
Nathan McDowell
Alexander Shakhovskoy
Harmanpreet Singh
Terri-Anne Withers

Emily Wiles
Shlok Trivedi
Ying Zhang
Robert Leaver
Nathan McDowell
Alexander Shakhovskoy
Harmanpreet Singh
Terri-Anne Withers

My Contribution

I worked in an agile environment with an interdisciplinary team of UX researchers, visual designers, and product designers. In this role, I advocated for users and promoted customer-centric thinking by identifying their needs, behaviors, and pain points through both qualitative and quantitative research. I planned and executed user research by preparing research approach documents, recruitment screeners, schedule and discussion guides and synthesized the findings into actionable insights and compelling presentations. The research findings were incorporate into the prototype to iteratively improve the design.

I worked in an agile environment with an interdisciplinary team of UX researchers, visual designers, and product designers. In this role, I advocated for users and promoted customer-centric thinking by identifying their needs, behaviors, and pain points through both qualitative and quantitative research. I planned and executed user research by preparing research approach documents, recruitment screeners, schedule and discussion guides and synthesized the findings into actionable insights and compelling presentations. The research findings were incorporate into the prototype to iteratively improve the design.

I worked in an agile environment with an interdisciplinary team of UX researchers, visual designers, and product designers. In this role, I advocated for users and promoted customer-centric thinking by identifying their needs, behaviors, and pain points through both qualitative and quantitative research. I planned and executed user research by preparing research approach documents, recruitment screeners, schedule and discussion guides and synthesized the findings into actionable insights and compelling presentations. The research findings were incorporate into the prototype to iteratively improve the design.

Visual Concepts

We developed two visual brand concepts: one that utilizes illustration as the primary image style, emphasizing a contemporary, approachable and minimalist look, and the other using photography which centers on being modern, optimistic and authentic.

UX Research

To understand user preferences and better advocate for their needs, we engaged with the three core audience groups to test the UX / UI across each of their user journeys. We evaluated the information architecture, user interface, navigation patterns and task success for each brand concept.

To understand user preferences and better advocate for their needs, we engaged with the three core audience groups to test the UX / UI across each of their user journeys. We evaluated the information architecture, user interface, navigation patterns and task success for each brand concept.

To understand user preferences and better advocate for their needs, we engaged with the three core audience groups to test the UX / UI across each of their user journeys. We evaluated the information architecture, user interface, navigation patterns and task success for each brand concept.

More projects

UX/UI & Prototyping

CROWDSMART

Brand Refresh

WIKIMEDIA FOUNDATION

UX/UI & Prototyping

CROWDSMART

Brand Refresh

WIKIMEDIA FOUNDATION

UX/UI & Prototyping

CROWDSMART

Brand Refresh

WIKIMEDIA FOUNDATION