🕵🏼‍♀️ Overview

⭐ Background Information

🔎 Research Objectives

🚀 Methodology + Participants

🗓️ Proposed Timeline

🔬 Synthesis + Analysis

Image Credit: Dovetail

💡 Insights + Design Directions

Insight

01. Participants who were familiar with LegacyTax Cloud found the transition to NextGenTax Cloud challenging, mostly in part due to complexity and “information overload.”

The increased complexity and the abundance of information in the new system raised concerns about the learning curve. Additionally, workflow discrepancies between the two platforms contributed to the challenges users faced.

Insight

02. Participants consistently faced challenges in understanding the meaning of fields.

All participants consistently struggled to grasp the intended functions and significance of various fields when adding and editing a Taxpayer.

-and-

Participants consistently requested more information about the fields to understand the purpose of each field and reduce ambiguity.

🪩 Reflections

This study examines the challenges users face when transitioning from a mid-market tax software platform (LegacyTax Cloud) to a more advanced enterprise-level cloud solution (NextGenTax Cloud). We conducted usability testing with current users of the mid-market platform, focusing on The Big 5 - the most common tasks tax professionals perform. Our goal was to assess their ability to complete these essential workflows, identify pain points, and uncover areas where additional support is needed. 

The study revealed that while users saw the potential benefits of NextGenTax Cloud, they faced significant usability challenges, particularly with increased complexity, unclear field labels, and confusing workflows. Based on these findings, we provided actionable design recommendations to improve onboarding, clarify key workflows, and enhance system guidance, ensuring a smoother transition for users.

As users transition from LegacyTax Cloud to NextGenTax Cloud, this migration offers a chance to evaluate how different customer segments interact with the new system. With varying workflows, levels of expertise, and business needs, understanding these differences is crucial to ensuring a seamless experience. This study was conducted to explore how users navigate key tasks in the new platform, identify friction points, and gather insights to refine the design for a smoother adoption process.

• Identify critical areas of product and/or workflow confusion

  • By understanding where users struggle, we can target specific areas in NextGenTax Cloud that need clearer guidance or adjustments, ensuring a smoother transition for LegacyTax Cloud users.

• Assess users' ability to complete key tasks in the new system.

  • Evaluating task completion in NextGenTax Cloud helps determine if users can maintain their workflow efficiency and accuracy after migrating, without losing critical functionality.

• Gather feedback to inform design improvements that support a seamless transition

  • Direct user feedback will guide design improvements, ensuring that NextGenTax Cloud is intuitive and supports users in completing essential tasks effectively during the transition

• Methodology

  • Moderated usability testing sessions in a NexGenTax Cloud demo environment

• Participants

  • 6 current LegacyTax Cloud users, all tax professionals
    

• September: Planning + Recruitment

  • Define objectives, develop research questions, and finalize methodology.

  • Create materials (e.g., interview guides, consent forms) and begin participant recruitment.

• October: Data Collection

  • Finalized recruitment and scheduling

  • Conduct research sessions, starting to note any emerging themes or patterns.

• November: Data Analysis / Read Out / Next Steps

  • Analyze data, synthesize findings, and identify key insights.

  • Create research report, present findings to stakeholders, and gather feedback.

  • Design thinking workshop aimed at solutioning for design directions.

• December: Next Steps Cont.

  • Phase 2 of study rolled out with updated prototype.

01. Organize Raw Data

• Compile notes and recordings: Review all session notes, transcripts, and recordings to ensure nothing is overlooked.

• Centralize observations: Gather all data into one location (research repository).

02. Initial Review

• Skim through data to get a sense of overall themes, standout moments, and critical pain points.

• Highlight or tag key quotes, behaviors, and actions that align with the study's objectives.

03. Affinity Mapping

• Break data into smaller observations (utilizing Canvas in Dovetail).

• Group similar observations to identify patterns, trends, and emerging themes.

04. Identify Key Themes

• Synthesize groups into broader themes, such as common workflows, pain points, unmet needs, or opportunities.

• Validate themes by cross-checking with multiple participants' data to ensure consistency.

Design Direction

01. We need a way to onboard LegacyTax Cloud users to help them feel confident during migration.

Design Direction

02. Users need more information about what content for each field is expected and how that content will affect their tax configuration.

Insight

03. Of the 5 participants who reached the product mapping step, none succeeded.

Participants faced persistent challenges throughout the product mapping task, unsure of where to begin and frequently confusing the addition of a product code with the mapping step.

💬 Participant Quotes

📢 Opportunities + Recommendations

✈️ Next Steps

🎉 Impact

30%

Misclick Rate Reduction

Version 1 had a 30% lower misclick rate compared to Version 2.

Image Credit: Maze

Design Direction

03. Users need guidance during the product mapping process to assist in navigating the differences from their current workflow in LegacyTax Cloud.

01. Design Thinking Workshop to Generate Solutions

• Researcher to facilitate a design thinking workshop to generate solutions for design recommendations with relevant stakeholders: Product, Design, Research, Content, and UI Development.

02. Test Updated Prototype

• Conduct usability testing with LegacyTax Cloud users using an updated prototype that includes the solutions from the design thinking workshop.

01. Design Thinking Workshop

• Design thinking workshop aimed at solutioning for design directions.

02. Update Prototype

• Update prototype to reflect top voted idea for each design direction generated from workshop, 2-3 weeks after workshop (pending Designer availability).

03. Test Updated Prototype

• Test prototype once ready with previous participants.

• Consider taking prototype to next year’s Customer Conference to test with a larger user pool.

38%

Task Completion Accuracy

Users completed tasks correctly 38% more often in Version 1 (90%) compared to Version 2 (65%).

• Usability testing doesn't always go as planned, and that's a natural part of the process. Being prepared for technical issues and remaining flexible helps keep the study on track despite challenges.

• It's important to set clear expectations at the start of a study with stakeholders. Regular check-ins help ensure alignment and avoid any misunderstandings.

• As researchers, it can feel discouraging when your work is temporarily sidelined. Trust that even if insights aren't immediately acted, they may become valuable later when the work is revisited.