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Government Persona Research & Testing

Making Tax Filing Less Painful for NC Citizens

The Challenge

The NC Department of Revenue faces an immense challenge to serve a broad base of complex content to a very diverse audience.

Our discussions with their front line agents revealed massive frustration with the current site’s organization and presentation of important content. Individual tax filers, tax professionals, and members of the DoR staff all feel these pain points.

Our Solution

We performed workshops with the DoR front-line support agents to build task-based personas to understand user needs. We then mapped out key processes, uncovering unclear paths to content. We rebuilt the Information Architecture, validating the new design with testing. Results concluded 80% success rates, 88% directness, and search times of less than 5 seconds.

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