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Tax Practitioner Board

Fostering a positive customer experience



Conducting usability testing on the recent changes to the tax practitioners board’s (TPB) website services to deliver a positive user experience.


We used our Service Design approach to conduct user testing with focused tasks. We conducted 25 in-depth user interviews, expert reviews, and online guerilla testing with over 150 users.

After analyzing the data, we could reveal the motivations that led to the behaviours or comments about the new services and the website in general.



Built a series of personas to reflect key user groups.


Captured and prioritised 20+ user needs and stories focused around content, navigation, and user interface.


Produced recommendations and a framework for implementation options.