Tax Research Search Wizard

Stage One

Learning Goals, a value proposition and the criteria for it to be tested against.

Objectives & Key Results

Identify the problems that a product might solve.
- Problems to Solve
Determine the person(s) whose job it is to address one or more of the problems identified and build their user profile.
- Personas
Sequence when and where problem tasks emerge within a larger process.
- Journey Map
Collect common tasks that present consistent barriers to the solution of problems.
- Pain Points

Through market research, customer and/or subject matter expert (SME) interviews, an opportunity was identified and the research process documented. At the completion of Stage One, the Team handed-off.

Success Metrics

Quantitative

Survey Respondents

300
Interviews Conducted

8

Qualitative

Problems to Solve

5
Personas

4
Journey Map

✓
Pain Points

30

Having validated that there was sufficient opportunity for a product offering within the problem space, the project proceeded to Stage Two, given.

Process & Results

Problems to Solve

Jobs to Be Done, statements:

Accuracy
- Accuracy
Respondents cited challenges verifying research data as correct, the complexities of determining accurate values, and time wasted when values or information were determined to be inaccurate.
Frequent Change
- Change
The biggest challenges tax researchers face is keeping up with the ever-changing tax landscape. "As the laws change frequently, it takes time to learn these changes, doing it quickly and accurately …"
Lack of Transparency
- Transparency
Respondents voiced confusion and irritation around finding, and understanding, the answers to their tax queries in plain and simple language. "…it (currently used services) has no direct answers; you have to continuously depend on other sources …"
Different Needs
- Needs
Tax experts faced challenges managing client's communication needs and tax goals regarding the products they offer. Users need a way of managing their data and research in a way that optimizes their time and further builds their relationship with key stakeholders.

How Might We, statements:

- Accuracy
How might we help users know the answers they receive are as accurate as possible?
- Change
How might we help users stay up to date on tax changes?
- Transparency
How might we help users obtain straightforward answers to their tax inquiries?
- Needs
How might we help users prioritize what client/business needs to address?

Personas

Tax Attorney

Help their clients stay compliant at the local, state and federal levels and keep them current on tax certifications and laws.
Tax Consultant

Help their clients stay compliant at the local, state and federal levels and keep them current on tax certifications and laws.
Tax Accountant

Support their company's compliance obligations at the local, state and federal levels. Collects and accurately pays indirect taxes and stays current on tax certifications and laws.
CFO

Ensure their company stays compliant at the local, state and federal levels. Remains current on tax certifications and laws to make better business decisions using tax information.

Journey Map

An initial high-level view of the user journey and pain points.

1. Identify

Pain Points:
- Define the tax query scope
- Collect necessary data
- etc …
2. Search

Pain Points:
- Initiate search
- Refine search
- etc …
3. Interpret

Pain Points:
- Interpret the search result data
- Share search results
- etc …
4. Determine

Pain Points:
- Reviewing the results
- Determine the rules that will apply
- etc …
5. Document

Pain Points:
- Documentation of query
- Collect sources, tax query references (legal, etc.)
- etc …
6. Implement

Pain Points:
- Updating systems with a new tax ruling/ determination
- Client management/communications
- etc …

At the end of Stage One, the proceed determination was made, having successfully defined and validated the opportunity. Providing the necessary deliverables, the research process could continue into the next stage.

Stage Two