Tax Practitioners Board

Digital Transformation


The Tax Practitioner Board wanted to conduct usability testing on their recent changes to the website to ensure delivery of a positive user experience and promote self-service. It needed to understand more about users who would ring the call centre instead of using digital channels.


We used our Service Design approach to conduct user testing with focused tasks, understanding motivations that lead to the behaviours or comments on the website. We ran 25 in-depth user interviews, online guerrilla testing with over 150 users and conducted an expert review of the site.


  • Captured and prioritised over 20 user needs / stories around content, navigation and user interface, working with TPB product owner and team
  • Created a series of personas reflecting the key groups
  • Produced recommendations and implementation options