Skatteetaten, Redesigned
CASE STUDY
This thesis draws on theories from media science, perspectives from communication studies, along with principles from the field of interaction design. The focus in the study is on web- based interaction, by looking at how first-time tax filers (born 1997 - 2012) experience the website of the Norwegian National Tax Administration.
My role
Research
Date
August 2021 - June 2022
User research, prototyping, UI design
THE DISCOVERY
BACKGROUND
As Norway is a highly technological country with mass e-government, it is interesting to look closer at how this type of government functions is experienced and used by first-time users.This thesis looks at Gen Z and how e-government usability can be enhanced through designing with this particular literacy gap in mind. Secondly, this section creates a baseline of relevant information about the Norwegian Tax Administration and its role and use. Finally, key digital characteristics of Gen-Z and their web-design preferences are presented.
Research questions:
RQ1: How is the current Norwegian Tax Administration website (skatteetaten.no) experienced by first-time tax filers?
RQ2: How can a redesign of the Norwegian Tax Administration website (skatteetaten.no) apply concepts from media studies in combination with interaction design to improve the User experience of first-time-tax filers?
THEORETICAL FRAMEWORK
In order to sufficiently answer the research questions, theoretical perspectives are combined from different fields relating to media science and UX design, as the focus is placed on both why and how the user can meaningfully interact with e-government websites, as well as what practical design choices can be applied to cater to their needs.
RESEARCH DESIGN AND METHODOLOGY
My research design choices build on the ontology framed by a stance within the wider field of media science, where the importance of understanding the user as an individual actor is regarded as vital for understanding media practice. This study can be categorized as analytic, as it involves examining and evaluating data about first-time users and their experiences with e-government websites. Aiming to develop a redesigned website in order to enhance the user experience of real-world scenarios related to tax filing for Gen Z, this thesis can also be understood as applied research.
The overall research design of this study has been divided into three phases, one being the initial “User research phase.” This phase entailed the process of gathering information through research of the skatteetaten.no, recruiting participants, and conducting interviews. The second phase, “Wireframing and prototyping,” entailed using the data gathered by the first phase to create wireframes in workshops, as well as making a digital prototype and then redesigning the website. The third phase entailed conducting a “Usability test” in order to see if the data suggested overall improvement on the redesigned website.
MAIN FINDINGS
The most striking finding was the number of times and clicks they needed in order to actually find the section for filing taxes. Other key findings from this phase indicate that all participant's first impressions of skatteetaten.no were chaotic and disorganized. Additionally, they found the home page picture and my page sections to be the most relevant information, as it was the first thing that caught their attention. Moreover, the participants were affected by the intricate and complex terminology used on the website. Surprisingly, all the participants were unhappy with the exciting color scheme, as it made them nervous, uncomfortable, and anxious. In sum, all of them were either confused or annoyed by the navigation on the website and suggested a new page dedicated to first-time users.
In order to gain insight into the participants' own preferences and needs, they were provided with the possibility to design their own "perfect version of skatteetaten.no". Keeping in mind that the participants were not designers themselves, their inputs were meant to aid the decision- making process for the redesign.
CONCLUSION
In order to sustain e-governance, the fact that a "one size fits all" solution to web design does not adequately take into account the growing gap in digital competence between generations/groups. This needs to be embedded stronger in the design process. Based on the evidence provided in this thesis, Skatteetaten would benefit from investing in user-centered approaches and adjust their expectations in order to design for the future generations to come.
This further implies that public authorities need to invest in empirical knowledge in close association with different user groups. Moreover, the transferability of this study lies in the fact that the same research design can be applied to other user groups in order to bridge the growing gap in digital competence. In order for e-governance to be more efficient, they need to shift away from the homogeneous design for all digital competence in society.