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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
