CASE STUDY
Modernizing a Complex Government Services Platform
Client
A government technology platform with ~70,000 daily active users.
Solution
Conduct discovery research and redesign key modernized workflows based on our findings.
33%
Fewer steps in the redesigned property record checkout flow
Problem
Customers were unable to figure out how to search and make payments.
My Role
I was the lead designer, collaborating with Trent Mitchell.
29%
Fewer steps in the redesigned bill payment flow
31%
Reduction in time-to-conversion for property record purchases
Delivery Overview
Previously, users traversed 12 distinct steps to find and purchase property records.
Our redesign sought to simplify the process as much as possible.
Easy entry points for numerous user groups
Users range from contractors and real estate salespeople to tenants trying to pay bills. We sought to minimize cognitive load while framing all available options effectively.
We designed according to Jobs to Be Done
The product's most popular feature, and main business driver, is the property record library, so we set up the homepage hierarchy to make it easiest to find.
One-click checkout for maximum simplicity
The main business goal driving the product requirements was increased record purchases.
Templatized record design
Different municipalities record different types of information, and offer different services. We needed to think systematically so every use case was addressed.
Users rely upon this service for paying taxes and utilities.
We researched their pain points and optimize for convenience and ease of use.
Mobile-first approach
Mobile payment adoption in the US increased significantly during and after COVID, as did digital payments generally, so we designed accordingly.
Transparent and predictable interactions
Pre-redesign, users had to create an account with a third party payments service, and didn't always understand charges. We sought to eliminate friction and confusion.
Integrated autopay and paperless billing
We gave users the ability to set up automated and modernized payment processing preferences.
Usability tested and iteration-driven
Our designs were based on a primary round of Discovery research, and they achieved an 88% task completion rate during mid-fidelity testing.
Previously, users couldn't do autopay or paperless billing.
We streamlined and modernized the platform's payment functionality.
Eliminated the need for manual re-entry
Autopay decreases cognitive load for users by saving them the hassle of remembering to pay on time.
Increased trust and usability
By centralizing autopay within the platform, it became more cohesive and responsive to direct user feedback.
Reduced risk of late payments and frustration
We found that users struggled to find their bills before our redesign, which could lead to annoying late fees.
Multi-bill management and progress tracking
For users with multiple bill obligations, we segmented the hierarchy, groupings, and filters for maximum findability.
Discovery
User research findings
-
Users didn't understand how search worked on the site
-
Users were confused by the third-party payments infrastructure; it seemed like a glitch to be taken to another site
-
Information was inconsistently formatted, and out of date for some municipalities
-
Users received unexpected charges and didn't understand account-based payment structures
-
Users didn't understand how accounts work
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Users struggled to get from one part of the site to another
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Users were frustrated by site's mobile-unfriendliness
-
Municipalities are individually responsible for uploading data, and they all follow different standards for formatting
Wireframing and Usability Testing
Jobs to be done
Through our research, we learned that the service had eight primary user groups that the site needed to accommodate.
​​
-
Homeowners looking to pay taxes
-
Homeowners wanting to pay utility bills
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Homeowners seeking detailed metrics regarding square footage and property values
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Property managers
-
Real estate salespeople
-
Casual users who are simply browsing
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Contractors applying for building permits
-
Government employees
Collaborative sketching session with key stakeholders
Team alignment is essential for time-to-delivery and user-centered decision making – this was great for turning research insights into design principles.
Mid-fi and testing
-
Users said they wanted Payment Preferences to be a discrete section.
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Users liked being able to see search results both in a grid and in a list.
-
Users had an 88% task completion rate, and scored the prototype highly in the quantitative evaluation section of the sessions.
High-Fidelity + Design System
Rebrand strategy
At the point that we were prepared to upgrade our mid-fidelity designs to high-fidelity, we had to balance the production of new screens with the production and documentation of a design system, including a rejuvenated brand identity.
We began by choosing a new color palate and type system based upon the platform's core principles: reliability, humility, friendliness, and trustworthiness.
Future-proofed design components
Developed a streamlined design system featuring modernized components to enhance consistency, scalability, and user experience across services.
Feedback
"
The adoption of [this service] is part of our ongoing efforts to enhance the delivery of city services, and make it more convenient for our residents to conduct many facets of their day-to-day business transactions
Mayor of a Client Municipality
"
By offering [these] modern, secure payment options, we’re providing residents and business owners with a seamless way to stay on top of their payments, whether they prefer to pay online or set up autopay,”
Treasurer of a Client Municipality
"
We went on the road to demo the new site to a few potential customers. It was received with overwhelmingly positive feedback. Alex and Trent have been great to work with – and we’ve appreciated their approach to this project. We’ve felt they’ve been very open to feedback not from just our team but from the various interviews and research they’ve been conducting as well. I don’t think there’s been a demo/showcase where the team hasn’t walked away impressed – and they should be proud of that."
Client Chief Technology Officer
"
Alex is a thoughtful and engaging user experience designer and I would be thrilled to work with him again!
Client Product Manager
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