OVERVIEW:
Alaska Tax Division's website needed a redesign for its homepage and fishery application. The original website was bland and confusing, therefore it needs to be reorganized in a way that any user of any age can easily navigate while remaining professional.
Tools used: Figma, Google Slides, and Canva.
ROLE:
Product Designer (Team of 4)
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User Research
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Building Empathy & User Personas
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Information Architecture
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Visual Design
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Wireframing & Prototyping
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Usability Testing
The Problem
After performing a heuristic evaluation on the original website, we identified key weaknesses we wished to optimize:
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Disorganized layout
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Bland design
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Hard to navigate
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Fishery application is hard to find for some users
Usability Testing
After conducting four usability testing interviews using the user path below, only 60% of the applicants were able to make it to the fishery application.
Home /
Landing Page
Forms
Fishery Application
Fill out PDF / Save or Print
Meet our User Persona: Derek Herring
Behavioral Demographics:
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32 years old
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Fishery Owner living in Alaska
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Loves nature and fishing but hates the business side of it
Goals & Needs:
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He needs to apply for a fishery license so he can open a fishery
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The first fishery owner in his family and doesn't know where to start
Pain Points:
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Doesn't know how to apply for a license in Alaska
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Not tech-savvy
Site Mapping
To create our site map, we began by card sorting the current website's main pages.
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The website layout we produce helps the Alaska Department of Revenue accomplish user tax compliance and monitor tax assessment and procedures by providing easily accessible assistance and forms that make users feel at ease or empowered so they can remain compliant with the State of Alaska requirements.
Brand Positioning Statement
Current Brand Description: Simplistic and not user-friendly. The current brand today is inconsistent and poorly thought out.
Future UI Goals: The brand should aspire to have a more solidified identity that is cohesive across all pages and remain straightforward.
Style Tile
Next, we created our UI Style guide. We wanted our website to come across as adventurous and earthy, but also still professional.
Prototypes
Once we created our UI style guide, we began looking for inspiration for our website. Each member came up with their version and at the very end, we combined our favorite ideas from each.
Final Prototype
Please press "play" for a video walk-through of the final prototype.