Client
Tax Office of Curaçao
Services
UI DESIGN
ux DESIGN
WEB DEVELOPMENT
INTEGRATION
Deliverable
improving the customer experience of the tax office of Curaçao website.
Challenge
In 2023, our team was entrusted with developing and launching the new website for Belastingdienst Curaçao (Tax Office) in collaboration with EY. EY was responsible for enhancing the overall customer experience within the Tax Office, with the website being a crucial touch point in this effort. The primary challenge was to overhaul an outdated website to align with the Tax Office’s digitization initiatives and the innovation goals set by the ambitious Ministry of Finance.
Strategy
The first phase of the project involved delivering a ‘Minimum Viable Product’ (MVP) under strict time constraints, focusing on providing essential information, with plans for future integration of online tax services.
Recognizing the strategic importance of the public sector, particularly for Curaçao’s Tax Office, Profound centered the project around understanding the diverse target groups. To gain insights, we organized User Journey Discovery Workshops, using the findings to shape our UX design. Inspired by the Dutch Tax Office’s 1993 slogan, “Belasting, leuker kunnen we het niet maken, wel makkelijker,” we aimed to make tax services more user-friendly, even though we couldn’t make the subject more enjoyable.
We aligned with the Tax Office’s digitalization goals, ensuring that online information would be easily accessible for different audiences, while also enhancing the public image of the Tax Office with a fresh, modern website design.
Execution
To achieve these objectives, Profound implemented a robust transformation program. The current website now hosts a vast amount of information, carefully structured to cater to all stakeholders, including agencies, businesses, and consumers, each with their specific user needs. This approach resulted in a visually appealing and highly functional website that effectively provides structured information to all visitors. This effectiveness is reflected in the website’s strong user engagement metrics. Its bounce rate has been averaging below 40% since the debut of its new layout and its total number of visits currently stands at above 800,000 (and counting). 80% of this traffic came from Curaçao, an island with a population of just over 150,000 inhabitants.
Results
This has led to tangible benefits, including reduced physical traffic to Tax Office locations, fewer incoming phone calls as users find information online, and shorter call durations as staff can direct callers to the website. Additionally, the website provides valuable information on legislation, regulations, and processes for organizations such as accountants and fiscal advisors. The site remains dynamic, continually evolving to meet user needs. We are now moving towards the next phase of the Belastingdienst website, which will enable Tax Office employees to engage with users through an AI-driven chatbot and interactive online forms. Ultimately, the website will become the central portal for managing all tax affairs online.
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