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
My Contribution
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

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