The North Carolina Department of Revenue (NCDOR) had a large website, helping residents find information specific to their unique filing situations. It became clear that users were having difficulty finding the information they needed when call volume exceeded available resources.
They were facing two major challenges:
First, the existing content structure was created based on the silos within the organization. When a user’s need crossed organizational silos, they would get lost and call for support.
Second, in addition to organizing complex information for many users, the Department of Revenue wanted to encourage electronic tax filing. Driving behavioral change is never easy, but it would have significant benefits for the state and taxpayers alike.
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