The outcomes.
- An 18% increase in electronic filing of sales tax
- A drop of over 26,000 phone calls
Conducting user tests to validate findings.
The defined personas provided the basis for creating new labels for information on the website and defining needed paths to content. We successfully tested these labels and paths with participants using card sort and tree testing techniques.
Tree tests concluded that subjects navigated through the menu to desired content in less than 5 seconds. 88% of the time, they used the most direct path possible.
Creating a final design.
With these results, Atlantic BT was able to restructure and redesign the NCDOR website to quickly direct 14 personas to relevant information.
New navigation, clear labeling, and a modern design would simplify user paths.
The result.
After the new design was implemented, the NCDOR noticed a clear impact. There was a significant boost in web use, an increase in electronic filing, and a reduction in call volume:
- An 18% increase in electronic filing of sales tax (more than twofold increase over previous trend)
- A drop of 26,000 phone calls in a 4 month period
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