WRITTEN ON February 1st, 2008 BY William Heath AND STORED IN Design: Co-creation, Design: user-oriented, Power of Information, What do we want?
So, it’s 31 Jan. In our heady customer-oriented 24/7 world how is the service of paying tax online treating customers?
Not too well, suggests the author of last year’s Downing Street Power of Information review:
Today is the 31st January 2008. That means all around the UK millions of people will be trying to pay their tax – it’s the last day before you start having to pay the government interest.
Where do you go if you want to pay your tax then? How about the HM Revenue and Customs Website?
Brilliant, there it is. Right…. now, erm…. hang on. How do I actually pay my tax? There’s no obvious button! In fact, the link to help you pay is below the fold on my browser, is in about 3 point text, being link number 8 in one of no fewer than 5 lists of links on the homepage. Once you click through the experience becomes even more unforgivably awful. In fact, I can’t actually bring myself to write it up.
Hilariously, there IS a great big homepage link to apply for online tax returns “In time to do it”, even though it’s now too late to apply. Genius – why not warn your users with menaces only to show your own ineptitude in the process: that way they’ll love you more!
This sort of incompetence isn’t as high profile as the loss of those two famous CDs, but it drives people away from the more efficient online services towards more costly phone and paper based transactions, and inconveniences millions of people at the same time.
I can’t add anything first hand. I hate the complexity of the process, and disagree with what is done with my money in my name so much I have to pay an accountant to have all direct dealings with the tribe.
PS: How do you locate the power of Information review? Need you ask?
4 Responses to “User feedback on HMRC’s online tax return”
How much effort does HMG put into looking at its own websites from a user perspective. I’ve come across FOUR stonking examples of how the real need of users are clearly subsidiary to the processes of government.
1. Like Tom, the hidden “need to pay my tax” button
2. Using the planning portal to see my planning application to replace my garden shed – oh yes I need pp to replace a shed” a much longer story, of course
3. Not that I’m looking for a job but I see on OGCs website a “Vacancy” link (http://www.ogc.gov.uk/About_OGC_jobs.asp). At the
foot of the page, beneath the “fold”, it kindly tells me “there are no vacancies”
4 and finally, the best — Direct Gov proudly has a front page link to “find out which day the refuse is collected”. It took me SIX clicks to find out the date for my house.
WIBBI government got real user feedback on how things look in practice. And to compare with those nasty private sector people… I recently bought a new dishwasher. In FMCG terms this is known as a distress purchase. My search was easy thanks to online reviews, pricerunner and kelkoo. But the killer application? The winning retailer was one who offered the delivery date first. It won because it could deliver on a day we were in and I selected that date before having to do enter any details except my postcode, note not full address. That’s true customer focus.
Finally a PS. How do you find the Power of Information (see link above)? Well now you’ve seen the power of google = try searching directionless for a sub site of direct gov aimed at children – “direct gov kids”. Staggering that direct gov can’t find a whole subsection of its own site.
Sorry for a dumb question, but I really can’t get, what HMRC is?…
Even though it’s still a hassle, paying tax online is far more convenient from my point of view. I bought some software, so you use the software’s interface to fill in the details, then you can submit your tax return through the software – much easier than the HMRC website!
..and the BBC has –
http://news.bbc.co.uk/1/hi/business/7219718.stm