Team
Maria Iracli, Anaëlle Damien, Di' André Luster
Role
UX/UI Designer
Tools
Figma, Figjam
Duration
8 days
Deliverables
Redesigned Form
The Challenge
Initially, our task was to incorporate a new user flow. However, during usability testing of their existing system, we identified several other issues. As a result, we conducted UX research and redesigned the tax declaration form by improving the information hierarchy and introducing new features.
Market Research
To better understand the competitive landscape, we conducted a thorough competitor analysis. Through this analysis, we discovered that Wundertax sets itself apart from its competitors by offering a wide range of features to its users. These features include web and mobile applications, valuable tips, and a chat function. These additional offerings enhance the user experience and set Wundertax apart in the market.
Usability Testing
In order to identify issues and pain points experienced by users, as well as to examine our initial assumptions regarding UX and UI irregularities, we conducted usability testing on the current website. This testing also aimed to uncover the features that users appreciate, so we would know which features to keep. Additionally, we conducted interviews with our testers, gathering information about their demographics and preferences. By testing individuals unfamiliar with Wundertax services, we obtained unbiased feedback and fresh insights, ensuring objective opinions based solely on interface interaction and avoiding bias from preconceived notions or prior experiences, resulting in accurate and valuable data for design improvements.
Persona
User Journey Map
Isa, a first-time user of the Wundertax web application, initially feels concerned about filing her taxes due to lack of knowledge. As she progresses through the personal data page, her confidence increases as she finds it easy to use. However, she faces difficulties and feels stuck on the commute section, highlighting the need for clearer navigation. Isa also experiences confusion regarding the functionality of buttons on the site, particularly in terms of saving changes and understanding their outcomes. Despite these challenges, Isa successfully completes the form, ultimately feeling happy and accomplished despite occasional confusion throughout the process. Though some opportunities arised along the way, that we phrased onto How Might We Statements: - HMW help her understand that she can save her changes? - HMW help her to understand what will happen when she clicks a button on the site?
Problem Statement
Wundertax was designed to achieve an autonomous and accessible way of submitting tax declarations. We have observed that the form is not meeting the user’s need of an information hierarchy which is causing difficulties navigating the website and a decrease in conversion rates to the business.
Crazy 8's
Once we had our problem statement we used the insights from the usability testings and interviews to identify the main pain points and translate them into possible solutions. These first ideas were essential for the creation of the following low fidelity (lo-fi) screens and prototypes.
Lo-Fi
Iterations & Usability Testing on Mid-Fi
Following our client's suggestion, we removed the "hint" since it became unnecessary with the color-coded text.-
We added a voucher button to maintain consistency throughout the screens. By this point, users are accustomed to seeing buttons, and removing it could cause confusion.
In our Hi-fi prototype, we significantly revised the page that appears after payment, as it was causing confusion. In the Mid-fi version, we changed the page's title to convey to users that they are close to achieving their goal but still have a few steps remaining.
These modifications were based on valuable feedback from testing, allowing us to enhance the user experience and address potential usability issues.
Visual Competitor Analysis
We compared three different brands based on their visual approach. Here is a summary of the findings:
Tax Fix
Visual Style: Minimalistic design
User Interface: Presents one input field at a time
Impression: The minimalistic design suggests simplicity and focus, appealing to users seeking a straightforward and uncluttered experience.
WiSO Steuer
Visual Style: Colorful design
User Interface: Traditional approach
Impression: The colorful design implies vibrancy and energy, but the traditional approach may give it an outdated feeling, potentially not resonating well with users looking for a modern and innovative solution.
Steuerbot
Visual Style: Reduced, limited color palette
User Interface: Chat-based interaction
Impression: The reduced use of colors and chat-based interaction creates a conversational and approachable experience. This approach is well-suited for users who prefer a guided and extremely simplified process.
Moodboard & Brand Attributes
We visualized the brand attributes, which we also modified to the ones from the brand to match with our redesign. The branding gives now a fast, efficient, trustworthy and secure feeling to the users.
Style Tile
We incorporated the brand's new color palette and typefaces provided by the client, which combine a modern look with elements of traditional form, creating a harmonious fusion of both styles. To establish an effective information hierarchy, we implemented the use of cards and color-coded them to visually organize and prioritize information. This approach enhances user experience by providing a visually appealing and structured interface.
Desirability Testing
We tested the desirability by presenting some screens to different people and our results very pretty much matching with out initial brand attributes.
Prototype in action
This prototype video shows the user flow of completing a tax declaration form and submitting it. In addition to the improved information architecture, we have incorporated several new features and micro interactions.
Clicklable Prototype
Try out the Figma prototype yourself directly here! Make sure to switch to full screen on the top right corner for a better experience. If you have difficulties you can also view the prototype here.