Skilling personnel in user research

ATO

To be a good designer you need a capacity to see things from a vantage point other than your own. You need to understand another's point of view. To walk a mile in their shoes.

Empathy is the DNA of user-centred design— placing the needs of the user at the centre of the design process. But how can you bring this perspective to bear on tax administration?

Working with the Integrated Tax Design Project Team in the ATO, InfoCLEAR helped establish a capability in the Office for small scale, qualitative research as an integral part of the design process.

InfoCLEAR helped design and present skilling programs in two key areas:

• 'Discovery' research. This helps you find out what users (for example, taxpayers and intermediaries such as accountants) think and do—so you can design products and services to meet their needs;

• Usability testing. This helps you identify how to make products (for example, e-Tax, e-Record, BAS forms) easier to use.

Says Rob, 'Over time, some people develop a 'we know what's best for you' attitude or 'some people will never get it' cynicism. The best way to change these attitudes is to get them to apply a simple principle: 'Go see.' Close encounters with users are the gateway to true empathy.'

As the ATO has found, empathy for users leads to the design of better tax experiences, and ultimately, better compliance.

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