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  • Four objectives were set for this usability study. Evaluate look, feel and consistency Assess clarity of terminology Evaluate navigability Determine areas of the interface to improve and provide recommendations. These are common objectives when usability testing any type of website.
  • In planning for a usability study several things must be considered: Who is your target market? From that information we determine the user requirements. Testing took two days THEN Explain lab setup, tested individually, etc
  • Too much text to read There was not clear direction on the page that lead users in a particular direction. ‘ Partner with Us’ caused confusion: Links to ‘Partner with Us’ are in 2 places on the home page. The links are located among all of the nav relating to the actual service. Users assumed it was a link that pertained to them. Users saw their business “partnering” with Nationtax in order to file their business taxes. Several different links took the user to the same page . For example, the ‘About Our Service’, ‘Existing Customers Login Here’, ‘Get Started File Now’, links in the blue left nav bar all lead to the same page as the ‘Click here…’ links in the middle of the page. Users did not understand why they clicked a link to view a Demo and were taken to a page where they could access the Demo and Registration and Tax Filing.
  • SO OVERALL, what we heard was: Contained too much text. No direction or clear starting point. Here is a video clip from the testing demonstrating one user’s confusion. GO TO CLIP 1 Provided too many differently named links that all lead to the same page. Here is another video clip from the testing where a user is commenting on the where a link from the home page has taken him. GO TO CLIP 2 The combination of these three issues made the Homepage very unclear to the users. LET’S WATCH THE VIDEO
  • Show this full screen, then GO TO NEXT PAGE
  • Tabs were added along the top for navigation ‘ Partner with us’ was changed to ‘Become a nationtax partner’. Also it was moved to the left part of the screen, separate from the primary navigation for tax filers. Graphical links were added for the three main areas of the site, which direct the user. When a user moves their mouse pointer over one of the graphical links, descriptive fly-over text displays giving the user more information about what the link relates to. All of the paragraph text was bulleted for easier reading.
  • Users liked the idea of a demo to be included with the site but they did not agree with the type of presentation that Nationtax used. The demo only displayed a series of screens representing the tax filing process. So users were only able to read instructional text on each screen. Users made the assumption that the demo would consist of multimedia or would allow them to simulate an actual tax filing. Here are two (2) clips relating to users assumptions about the Demo. NEXT PAGE, WHAT CHANGES WERE INCORPORATED
  • A Flash demo was added, which gives the user a graphically enhanced presentation of the service while providing pertinent information. Also, an interactive services demo is in production right now for the site. This will allow users to enter data into the system to simulate the tax filing process.

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  • 1. FTA Technology Conference Customer Research: What E-tax Utility Does Your Taxpayer Really Want?
  • 2. Presentation Overview
    • Defining Needs
    • Which taxes would filers choose first to file electronically?
    • Which e-tax is most advantageous to the tax authority?
    • How to reconcile the two perspectives
    • Designing the Service
    • In-house vs. partnering with third party partner
    • Observe the three keys to successful design
    • Case Study - Designing For the End-user
    • Objectives of Usability Testing Nationtax Online
    • Overview of Testing Process
    • Findings
  • 3. Defining Needs
    • Which taxes would filers choose first to file electronically?
    • Uncover the Pain - Discover what taxes are most burdensome to filers
      • Questionnaires
      • Focus Groups
      • Phone Surveys
    • Which e-tax is most advantageous to the tax authority
    • Define the metrics for success
      • Processing costs
      • Volume and/or speed of payments
      • High paper to electronic filing conversion rate
    • How to reconcile the two perspectives
    • Give serious weight to the concerns and needs of the filers
    • Determine how filers will help you achieve your goals
    • Choose business taxes that offer a win-win for you and the filers
  • 4. Designing the Service
    • Third Party Partner
    • Creation Advantage
      • Dedicated IT resources
      • Speed of implementation
      • Ongoing enhancements
      • Best practices perspective
      • Cross state filing
    • In-House
    • Creation Advantage
      • Control of all IT resources
      • Full accountability
      • Enhancement flexibility
      • No perceived conflict of interest
    Which option best serves your filers?
  • 5. Designing the Service
    • Site Load Time
    • Fast is first
    • Test multiple browsers
    • Test against the standard
    • Site Design
    • Flash vs. Substance
    • Get to the point
    • Test with the end-user
    • Site Navigation
    • Less clicks = quicker sell
    • Look to the leaders
    • Test with the end-user
    3 Keys to Successful Design Leverage Your Power
  • 6. Designing for the End-user
      • Objectives of Usability Testing Nationtax Online
    • Evaluate the overall look, feel and consistency of the user interface design, layout and organization.
    • Assess the clarity of terminology used throughout Nationtax.
    • Evaluate the navigability of the site to help eliminate visitor confusion and increase user productivity.
    • Determine areas of the interface that can be improved and provide recommendations to increase the ease of use, ease of learning, and overall consistency.
  • 7. Designing for the End-user
      • Overview of Testing Process
    • User requirements: 5 small business owners
            • 5 small business tax filers
            • All users file Sales and/or 941 taxes internally
    • Features Tested: Take a Demo
            • File Florida Sales tax
            • Find and review security information
            • Find and review company information
            • Find and review current company news
      • Length of each Test: 1.5 hours
  • 8. Designing for the End-user
      • Before Usability Testing: Home Page
  • 9. Designing for the End-user
      • Finding :
      • Contained too much text.
      • No direction or clear starting point.
      • Provided too many differently named links that all lead to the same page.
      • The combination of these three issues made the Homepage very unclear to the users.
    Nationtax Home Page Clip 1
  • 10. Designing for the End-user
      • After Usability Testing: Home Page
  • 11. Designing for the End-user Before After
  • 12. Designing for the End-user
      • Finding :
      • Users made the assumption that the Demo would consist of multimedia or would allow for interaction to simulate the filing process.
      • They were disappointed when the Demo only displayed a series of screens representing the tax filing process .
    Demo Services Clip 3
  • 13. Designing for the End-user
      • After Usability Testing: Demo Services
    Multimedia Demo Added Interactive Services Demos In Production
  • 14. State Tax Questionnaire Back
  • 15. Less Clicks = Quicker Sell Back
  • 16. Fast is first Back
  • 17. Fast is first Back
  • 18. Leverage Your Power Back “ From what you hear in the news, you’d think everyone was bartering on eBay, shopping on Amazon.com, or trading on Schwab. But in fact, less than 5% of the online pop. buys books, trades stocks, or takes part in online auctions on a typical day. More people visit govern-ment web sites than each of these categories. ”