Skatteverket's "Contact us" home page
Skatteverket's "Contact us" home page
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Summary: Help users to find and navigate directly and easier to Skatteverket’s contact page based on user behaviour data and user tests. The contact page also needed a redesigned in order to follow with Skatteverket’s future new "blue web" and it’s UI design system.
Result: We designed two versions of the new contact page and had A/B tests: 20 out of 20 users experienced it was easier to find Skatteverket’s contact page and found both versions more appealing compared to the current page.
After improving the design of the two verions and held the last A/B tests, 80% of the users preferred the A version but prefered the uniersal information navbar in the B version.
Tools used: Figma | User Testings | Heuristic Evaluation | Matomo Anatlytics | Affinity Mapping | Survey Generator | Figjam | A/B-testing |
My work: Research | User tests | Benchmarking | Interviews with internal stakeholders | Sketching | Prototyping | Recruiting users by Survey Generator | Evaluate the tests | Final presentation.
Insights: After I conducted user tests, I found that users couldn't easily locate the 'Contact Us' start page on Skatteverket's website. As a result, the project was initiated to focus on this navigation and information architecture design.
Background
Skatteverket, an independent authority, must consider diverse users and provide varied navigation paths to the same information on their website. My team and I were tasked with the project of enhancing user navigation to the authority’s contact page.
Me and my team was given this sharp project to investigate how to help users to easier navigate to the authority’s contact page and to design a new contact start page with Skatteverket’s new design system, for it’s future “blue webb”.
Problem statement
There is no previously documented research on user navigation and behaviour to the current contact page or feedback, nor feedback about the home page of the contact page.
Solution
Redesigned Skatteverkets universal navigation navbar so users can easily and direct navigate to the contact page, as well as two new versions of the contact page that follows the authority's new UI design system for the "blue web".
Research
Research
My team and I did a deep research of:
Benchmarking phase, we compared contact pages from various authorities, paying close attention to navigation and information architecture. We also examined contact pages of banks and other private commercial entities to gather additional insights for our research.
Mapping out the contact page
Hypothesis
User tests results and insights
Best practise for authorities
Intern stakeholder interviews
Heuristic evaluation
Matomo Analytics & heatmaps
User tests
6 user tests from mobile view, there I investigated how users from their smartphones navigated to Skatteverket's contact page.
During their task I documented their responds, their first impressions, feelings, needs and problems and main reasons to contact Skatteverket.
I discovered that 60% of these users could not find the “Contact us” because it was not visible in the menue, it was hiding under “About us”.
The heatmaps showed us the unique clicks via desktop.
About 70% of 1056 samples showed us that user clicked directly on the "Contact us" to go to the contact page, instead of “About us”.
Our hypothesis:
users wants to navigate direct and easy to the contact page, without looking for the way too long.
Recruit users through Skatteverket’s Survey Generator. In a few days we had 62 willing participants.
I reached out and confirmed with total 20 people who would participate.
Define
Define
Based on our broad research, user tests, heatmapping data of the current contage page and an information saturation we defined the needs and problems with the contact page.
We completed the "How might we..?" based on those defined problems.
These 3 key factors we mainly focused on:
User need to find and navigate to the contact page direct.
Be accessible.
Still maintain a sense of being a credible authority.
Ideate
Ideate
Sketched and low-fi prototype in Figma to come up with ideas for the new design, so it would follow the new UI of Skatteverkets design system. Based on our research and the define phase we decided what to proceed on with, to reach a better user experience.
The new UI from Skatteverkets design system.
Sketches and low-fi prototype based on our research and SKVs UI design system.
Prototype
Prototype
We created two contact home page versions for A/B testing to determine user preferences and reasons.
Relocated "Contact Us" from "About Us" and positioned it in the universal information navbar. This gives it a distinct section for users to easily see and instantly navigate to the contact home page.
First A version
First B version
Test and Evaluation
Test and Evaluation
Affinity mapping, gathered insights and clustered them, and compiled the findings.
These 10 users thought it became much more easier to find Skatteverket’s contact page and found both versions more appealing, compared to the current page.
Based on our design process and compiled findings, we decided what to bring to the next design iteration.
Prototype
Prototype
The final design iteration yielded two versions of Skatteverket's "Contact Us" homepage.
Test and Evaluation
Test and Evaluation
Final 10 interviews and A/B tests of the new design versions of the contact home page. Through the last affinity mapping and after gathered new insights:
Totally 20 out of 20 users experienced it was easier to find Skatteverket’s contact page with our design solution, and found both versions more appealing compared to the current page.
After the final design iteration, 80% of the users preferred the A version more, because of it’s cleaner look, more accessible and still felt like a authority page
- but the users liked the universal information navbar better in the B version.
The insights and results from our project will be included in the development of a new and improved contact home page for Skatteverket by it's UX designers.
Summary: Help users to find and navigate directly and easier to Skatteverket’s contact page based on user behaviour data and user tests. The contact page also needed a redesigned in order to follow with Skatteverket’s future new "blue web" and it’s UI design system.
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