REaliSE DETERMinE ChOOSE PREPaRE EnaCT COMPlETE ...€¦ · This map is a representation of the...

Experience Trigger

• EndoftheFinancialYear• Changeinincomecircumstances

Customer Experience Map: Completing a tax return for the first time using the online channel (current state) NB: This map is based on the data of a single customer.. No knowledge of how the Tax Office operates is included in this map because this map is just a component of one service designer’s go at a ‘case study’ comprising ‘research’ into ‘map’ into ‘touchpoint re-design’ ;)

ThismapisarepresentationofthecurrentexperienceofacustomercompletingataxreturninAustraliausingthe‘online’facility.e-taxThejourneyitselfbeginsatthepointofrealisationthatsomeactionmayneedtobetaken.Itendsatthepointofconfirmation(refundmade,billpay-mentactioned).Thismapisnotaboutthee-taxexperienceitself,thismapiscapturesthebeginning,middleandendastheyengageaservicetoachievetheirgoal,showingtherangeoftangibleandquantitativeinteractions,triggersandtouchpoints,aswellastheintangibleandqualitativemotivations,frustrationsandmeanings.

Customer TypeRegulatory & Technology Savvy

Circumstances• Newtothecountry,andthereforenewtothecountry’staxandfinancialsystems.

• Simpletaxprofile-justearnings• Somereturnfilingexperience.

Biggest PainNotbeingclearaboutwhattodo,howtodoit,howlongitwilltake,andwhattheimplicationsofmakingamistakeare.

ExpectationsItwon’tbeeasy,butclearassump-tionsthatthetechnologywillbeintuitiveandaidinefficientprocessresolution.

Other Potentially Similar Customer Types• Newtoearningincome.• Newtodoingsomethingintheregulatoryenvironment.

REaliSE

“I might need to do something”

DETERMinE

“I need to check out whether I have do something”

locatetherelevantgenericinformation

Comprehendmeaningformyspecificsituation

locatetherelevantgenericinformation

Comprehendmeaningformyspecificsituation

Considermypreferences

Committopreferredoption

learnenoughdetailtoproceed

ChOOSE

“I need to work out how I’ll do this”

locatetherelevantinformationandmaterials(basedonmychoice)

• paperwork-PAYG,bankaccountdetails• computer• printer

• passwords• e-taxsoftwaredownloaded

Ensureconditionsareappropriateforthetask

• physicalspace• timeavailable

• internetconnection• printeravailable,or

abilitytoscreen-printandsave

PREPaRE

“I have everything I need to complete this”

Beginenteringdataasdirected

Comprehend(“Ithinkthisiswhattheinformationissaying”)

Consider(“Doesitapplytome?”)

Commit(“Iknowtherearelegal

implicationstothisdecision”)

EnaCT

“I’ll complete this now”

Result:RefundorBilltoPay

‘LodgeReturn’asfinalstepinfilingprocess...

Unfortunately,processloopsandhaveto

shutdowntoexitthesoftware.

COMPlETE

“I’ve done it…haven’t I?”

Informationandstimulifromdisparatesourcesoccurs:

act

ivit

y/i

nte

ract

ion

sT

ou

chp

oin

ts • google.comtosearch‘part-yearresident’,‘doIhavetofileataxreturn’

• ato.gov.au• aussiemove.com‘TaxinAustralia’

• google.comtosearch‘doIhavetofileataxreturn’

• ato.gov.au:‘DoYouNeedtoFileaTaxReturn’section

ato.com.au:• e-taxessentials• e-taxDemo• TaxPack(PDF)

• Onlinebanking-accountdetails,taxinformation

• Superannuationonlineaccountdetails

• e-taxsoftware• Passwordfore-tax• eTaxhelpscreen

• PC• Printer

• e-taxassessmentscreen• Onlinebankingaccountstatement

• PAYGearningssummary • TaxFileNumber(TFN)records• PAYGearningssummary• Payslips(justincase)• TaxPackbooklet

• Printedrecords-e-taxpassword,copiesofcompleterecords

• NoticeofAssessmentfromATO

• Employerprovidespayslip,PAYGsummary

• Colleagues,friendstoaskwhattodo

• Employertoaskwhattodo• Colleaguestoaskwhattodo

• Newsagent(forTaxPack)• Helpdeskforforgottenpasswordstoinfrequentlyaccessedaccounts(e.g.superannuation)

• Employerforguidanceonprocess• Colleagueforguidancefrompreviousprocessexperience

• Colleague,friendsreflectingonprevi-ousreturnfilingexperience

“IneedtogetsomefactsaboutwhatIpersonallyneed

todo”

“OK,IneedtodoaTaxReturn,butIcandoitinabunchofways.TaxmakesmeuncomfortablesoIwanttoproceedinthewayclosesttohowIdealwithotherfinancialthings-likeonlinebanking”

“WhichonedoIwanttodo?WhichonecanIdo?”

Makeappropriatechoicesfor:

1. Eligibility–repeatedformof“doIneedtodothis?”

2. Means–Whatchannel?Howmuchtime?Howeasy?Howhard?WherecanIdothis?

3. Preparedness/Readiness–WhatdoIneed?DoIhaveit?

P2

P.2P.4

“Ijustdotheshortreturnoverthephone-it’ssoeasy.”

“Thetaxbillwashugesowewenttoanaccountant-hepickedupstuffweneverwould’veknownabout”

“IrunavirtualmachineonmyMacwithwin7justsoIcandownloadtheir“return.”ImakesureIprinteverything....”

MelEdwards:November2011

“I’mstartingtosee‘TaxPacks’outside

newsagentsonmywaytowork.Iwonderwhat

that’sabout?”

“Mysister-in-lawisgettingarefundof$2k!”

“I’mhopingtogetenoughtobuyanewphone!”

“MyEmployerhasgivenmeaPAYGrecord–IguessImayneedtodo

something...”

O1

OPPORTuniTiES TOIM-PROvE/ENHANCESERvICE

POinTS Of Pain ANDPOSSIBLEMITIGATION

O 2

TT

‘Realise’isnotadecision-makingphase;it’sanawarenessphase.Itcanlastformonths,andthereisopportunitytoturn‘realisation’intoaction.,e.g.• PAYGnoticescouldpublishdead-linesforreturnsinthe‘NoticetoPayee’section.

• Providekeycustomer-typesearchterms,notjustagenericaddress.

• HighlightlodgedateontheTaxPackoutsidenewsagents,etc.

‘Determine’phasecouldprovideasimplermeansforcustomertochoosehowtoproceedbasedoncircum-stance,notonthelodgingmeans,e.g.• Prefertomanagetheinformation?

.e-tax• Simpletaxprofile?.telephone• Complexaffairs?.Taxagent

Thesecouldbebasedonunderstand-ingofthetypesofcustomers(nottypesofreturnsorreturnvehicles).

Thedeadlineforfilingareturnneedstobemoreprominent.Thetaxyearishighlighted,butnoactionisrequiredat30June,31Octoberisthedatethatshoulddriveaction.Leverage

Inaccessibilityofinformation(physically,andincomprehension)andinabilitytoturninformationintomeaningfulaction.Thecircuitousroutetoinformationdoesnotbuildconfidenceintheproc-essasverylittleconsistentlydirectsthecustomertoaction;thiscanfeellikeawasteoftime.UseoftheComprehend>Consider>CommitframeworkmayhelpifComprehendlanguageissimpleandcustomer-typespecific,andCon-siderlanguageisaction-specific.

Toomuchchoiceanddetailinburiedoptionscanbemissedandonlyreal-isedattransactionstages,e.g.choosee-tax,onlytodiscovercan’tdoitwithsystemset-up.Notenoughdirectionprovided(narrowingofchoiceforgood)e.g.ifcustomerhas‘Neverdonethisbefore’a‘ReturnReturner’,or‘Doneitbefore,butnowI’mmorecomplex’theyallgothroughthesameprocessforchoosing.Leverage

Customerhastoofewcuesastowheretheyarewhenmovingthroughbotheducationalandtransactionalactivity.Thisisn’thelpedbylittledifferentiationofscreenlayout(colour,labels).

Don’tknowexactlywhatIhavetodo,butknowIdohavetodosomething.

Relativelystraightfor-wardinformation–bitlong-windedtogetto

whatwasrelevanttome. Processlong-winded,butsoftwarenottoodifficulttouse.Justlaborious.

Tense.Lotsofcomprehensiontodo.Lotsofnew

language.

Ilodge,butIdon’tknowtheoutcomeuntilIhearbackfromthem.

Finalconfirmationreceived.Next

yearwillbediffer-ent,buthow?

I’vereachedtheend!

Curious,lowstress.Ignoranceisbliss,butsomething is on

theradar.

Em

oti

on

/in

ten

sity

Realisethiswilltakesometime,andprocessassumesIhavefinancialandtaxknowledge.

Focussed,butslightlyanxious.Won’tknowI

don’thavesomethinguntilIcan’tfindit.

Map Key

PointofPain (doesn’t work)

PointofDelight (works well)

Opportunity

Educate(to learn)

Interact (person2person)

Transact (progress process)

Confirm(process reassurance)

TimeSpent (positive)

TimeTaken (negative)

Ti

TC

TE

TT

P1

D1

O1

Touchpoint Type

Service Elements

Time

TE

TE

TE

TE

O1

O1

P1

P1

O1

P2

O 2

P.3

P.3

P.4

D.2

TT TT

TT

TTTi

O 2

P.5

I’mnotsurehowmuchtotrustthesystem,I’mprintingevery-thingIcan

P.4

“Dammit-I’mmiss-ing/don’thaveX!”

“I’mreadytodothisthing!

Employer

Environment

Colleagues & Friends

O 2

For e

ach

choi

ce

Repe

at a

s ap

prop

riate

“Idon’tneedtodoanything...thisyear”

Transition point: Fromseekinginformationto

committedactionforresolution

Unhappy,feelmislead.RealiseIhavetodownloadsomething/orread130pagebooklet.

Value of time dependent on ability to comprehend, and learn enough to proceed.

Transition point: Frominformationseeking

totransaction

P.4

P.4

D.1

“Dammit-I’mmissing/don’thave/don’tunderstandX!”

May step outside of process for help/information/advice

from trusted sources

Value of time dependent on ability to comprehend,

consider, commit.

TC

TC

TC

Wait,shareexperienceandhearexperiencesofothers.

Helpful experiences, in hindsight.

“Untilnextyear....”

Refundreceived

Paymentarranged

POinTS Of DElighTGreattofinallygetstartedafterwad-ingthroughinformation.Leverage

Greattofinish.Considerhowtoleveragetheendwithpositiveset-upfornextyear.

O 2D.

1

D.2