I designed the login flow and key homepage features for Service Tasmania, a platform central to accessing government services. The redesign aimed to make the platform more user-centric, visually intuitive, and engaging, ensuring citizens could quickly and easily access essential services. The design was not only well-received by users but also gained public attention, being featured on television for its innovation and impact.
Product
Web application, System
Skills
UX, UI, Interaction Design
Role
Product Design Lead
Timeline
2018-2023
Team
Sam Marks - Design Director
Toby Margetts - Strategy Director
Thomas Evans - Senior UX Designer
Catia Pedrosa - UX Designer
Leo Cammish - UX/UI Designer
Anna Brooks - UI Designer
Chris Burnell - Senior Front-End Developer
Anh Ta - Senior Back-End Developer
Gioan Tran - Product Manager
01
The Problem
Service Tasmania’s existing interface lacked intuitive login functionality and an engaging homepage, leading to user frustration and drop-offs. The platform needed a modernised design to streamline access to services and improve overall user experience.
02
Design an intuitive, user-friendly login process that integrates seamlessly with government services.
Create a dynamic homepage featuring relevant, personalised content to improve user engagement.
Simplify navigation and service discovery to reduce user frustration.
03
User Research & Analysis
Conducted usability testing with citizens to identify pain points in the current login process and homepage navigation.
Analysed competitor platforms and other government service sites for best practices in login UX and content prioritisation.
User Flow Mapping
Designed a login user flow that prioritised simplicity and security, reducing barriers to entry.
Mapped out key user journeys, such as finding a service, logging in, and completing tasks, to ensure a seamless experience.
Collaborative Prototyping
Developed interactive prototypes in Figma, iterating on designs based on stakeholder and user feedback.
Worked closely with developers to ensure the technical feasibility of all features.
04
Login Design
Simplified Login Flow: Streamlined the process into three intuitive steps: (1) enter credentials, (2) verify identity (via SMS or email), and (3) access services.
Single Sign-On (SSO): Integrated SSO functionality to enable users to log in once and access multiple services without repeated authentication.
Accessibility Enhancements: Designed with WCAG compliance, including large clickable areas, keyboard navigation, and a clear error messaging system.
Homepage Features
Personalised Dashboard: Included dynamic modules that display services relevant to the user based on their location and interaction history.
Quick Links: Added easy access to high-demand services, such as vehicle registration, tax payments, and utility bills.
Search Optimisation: Integrated a smart search bar powered by predictive text to reduce search times.
Visual & Interaction Design
Modernised the site’s visual design to align with Service Tasmania’s branding while ensuring a clean and professional aesthetic.
Incorporated hover states and animations to guide user interactions and improve the overall experience.
05
User Flow
Access Login Page:
User navigates to the login page via the homepage.
A clear, uncluttered design greets the user with a prominent login button.
Enter Credentials:
User enters their email or mobile number and password.
Error validation appears immediately for incorrect inputs.
Verify Identity:
Users receive a verification code via SMS or email to confirm their identity.
Progress bar or animation indicates the system is processing.
Access Dashboard:
Upon successful verification, users are redirected to a personalised dashboard displaying relevant services and updates.
06
20% faster login completion times, improving access to essential services.
35% increase in user engagement on the homepage due to personalised content and quick links.
Significant reduction in user frustration, validated through post-launch surveys and usability testing.
Featured on television as a leading example of effective government service design, highlighting its innovative and user-friendly features.
07
What Worked Well
The simplified login flow reduced cognitive load and improved overall efficiency for users.
Personalised content modules made the homepage more engaging, increasing return visits.
What Could Be Improved
Expanding predictive search capabilities to include more nuanced queries could further enhance usability.
Adding a chatbot or FAQ section to the homepage could provide additional support for first-time users.
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