Empathise
The Irish Motor Tax website generates engagement from over Two million motorists in Ireland annually. The majority of users use the Irish motor Tax website in order to renew their motor tax online. The current renewal interaction has several usability issues which affect Irish motorists.
Qualitative tasks
- Clicking through the current website with 5 users.
- Asking users to sign into the motor tax website,locate the pay your motor tax section and talk through the steps of renewing the motor tax?
Pain points
- Cognitive overload, E.G remebering number plate, policy number, dates and other info.
- Usability issues, Selecting the insurer, dark pattern payment.
- Repeating info, Too many required fields.
Customer Journey Mapping
Empathy Mapping
Survey results (Quantitative validation)
- 24 responses to online survey
- 83% of respondents use the motor tax website to pay for their motor tax.
- 62% use the motor tax website just once a year solely for renewal, with 12% using it every six months.
- 50% of the respondents were in the age bracket 25-35.
- The majority of respondents said they would change the way information is inputed and the overall renewal process.
- 60% of respondents renew there motor tax using mobile devices.
Define
Personas
- Age: 26
- Occupation: QA Tester
- Location: Navan Town Ireland
Pádraig Byrne
Goals
- Pádraig wishes to tax his new car to get it on the road and be able to travel to and from work and is looking forward to no longer relying on unreliable rural public transport.
- Pádraig wishes to complete this task as soon as possible.
Motivations
- Pádraig is motivated by being able to travel to and from work quicker, freeing up more time for himself.
Pain Points
- Needs to leave his desk to find the reg number of his new car
- Checking his email for his insurance number
- Age: 36
- Occupation: Florist
- Location: Rural Slane Ireland
Claire Doyle
Goals
- Claire wishes to tax her car as she's going away for a holiday on the weekend with her friends.
- Claire wants to tax her car for the whole year so as to not have to recurrently do it throughout the year.
Motivations
- Claire noticed her tax has been out the past week and wishes to renew it as she needs her car for her weekend away.
Pain Points
- Claire is a busy person and wishes to update her motor tax on her phone and the site isnt 100% mobile responsive.
- Repeated info being entered.
- Age: 56
- Occupation: Art Teacher
- Location: Drogheda Ireland
Mary Walsh
Goals
- Mary wishes to use the motor tax website to tax her car.
- Mary wants to get her car taxed as soon as possible to avoid traveling to the tax office.
Motivations
- Mary wants to avoid the hassle of waiting in line at the tax office and use the motor tax website.
Pain Points
- Mary has to aks her son to help her renew her motor tax online.
- Frustrated entering repeated information.
The Problem
Establishing the problem, encompassed both developing an understanding of how the current system affects the organisation, and also how the current system affects end users. Turning the problem into a How Might We allows for the problem to be thought of in an analytical context.
How Might We
- How can we make the renewal process less cumbersome for end customers and expedite the whole flow providing a better user experience?
- How can we make the system smarter helping reduce the cognitive load on customers?
- How can we create a more default experience for end users?
Flow Chart
Design
Ideation through a number of different concepts before getting into prototyping allowed for consideration of areas such as value to end users and the organisation and overall feasibility of the solution being presented.
Ideation
MVP Mobile Screens
The goal while creating these screens was to condense the process and make it into something more streamline. As opposed to 7 steps, 4 steps reduces time and clicks spent using the product.
- Offering users an alternative means to sign in to the motor tax site.
- Allowing users the ability to take a picture of their reg plate within the application and to auto fill the sign in.
- Giving users the ability to parse their insurance details through taking a photo of their insurance disc.
- Reducing the cognitive strain on the end user.
MVP Desktop Screens
User testing
Testing was conducted with a total of three participants who were already familiar with the motor tax website. Two tests were in person (user1 & 2) while one was down virtually. I had the participants go through a number of tasks and took note of completion and encouraged them to talk through their thinking.
User Quotes
- I Like the concept compared to the current site, especially the photo aspect.
- The Process was a lot shorter and seemed quicker compared to teh actual website.
- I wasn't sure about the details section I didn't notice I had to check a box before moving on.
Mobile Screens
Desktop Screens
Conclusion
If I had more time on this project I would love to expand on accessibility from mobile to desktop design and that translation, especially when it came to areas such as breadcrumbing through each section. Also perhaps the colours and typography don't translate as well between designs when it comes to the high fidelity versions. I would have liked to look into more detail into the technologys relating to extracting and identifying text relating to image just on the feasibility side of the design as a lot of the interaction are centred around this aspect. Maybe in a future case study I would focus on either desktop or mobile to allow for more considerations when it comes to the final design. I only managed to do one round of testing which was good but there's definitely room for another test and iteration!