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May 31, 2007

Local Government Advisory Council. May 31, 2007. Agenda. Welcome – Cindi Holmstrom, Director On-Line Services Web Site Redesign – Janet Shimabukuro, Taxpayer Services Property Tax Portal – David Saavedra, Property Tax GIS Enhancements – Janetta Taylor, Taxpayer Account Administration

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May 31, 2007

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  1. Local Government Advisory Council May 31, 2007

  2. Agenda • Welcome – Cindi Holmstrom, Director • On-Line Services • Web Site Redesign – Janet Shimabukuro, Taxpayer Services • Property Tax Portal – David Saavedra, Property Tax • GIS Enhancements – Janetta Taylor, Taxpayer Account Administration • Rules Update – Jan Bianchi, Interpretation and Technical Advice • 2007 Legislation – Gil Brewer, Legislation and Policy • Streamlined Sales Tax – Lorrie Brown, Research, and Greg Potegal, Legislation and Policy, and Janet Shimaburkuro • Prioritization of Future Discussion Topics/Projects – Vikki Smith, Executive • Wrap Up – Leslie Cushman

  3. Web Site Redesign Step 1: User Profile What we did • Analyzed server log data • Looked at Taxpayer Satisfaction Survey data • Conducted online surveys • Talked to subject matter experts • Looked at user profiles of similar agencies

  4. Web Site Redesign Step 1: User Profile What we learned Our web site has two main user groups: • 65% are business users • 20% are general public users Of the business users: • 90% are business owners • 10% are tax professionals

  5. Web Site Redesign Step 2: Card Sort Study What we did • Recruited • Identified key topics • Asked participants to group topics and label their groupings • Solicited feedback during general discussion • Asked participants to rank the topics – what they were most likely to use

  6. Web Site Redesign Step 2: Card Sort Study What we learned • Participants tended to group topics based on subject matter (including online applications) • Participants were drawn to certain labels(My Account, Filing and Paying Taxes, Workshops and Education, etc.)

  7. Web Site Redesign Step 2: Card Sort Study What we did • Created a simple, text-based prototype • Developed 37 scenarios that included key tasks • Recruited 12 participants to test over the phone

  8. Web Site Redesign Step 3: Phone Study Text-based Prototype

  9. Web Site Redesign Step 3: Phone Study What we learned • The new architecture worked for majority of participants • Participants were drawn to certain labels; confused by others • Participants expected to find expansive personalized information in “My Account.”

  10. Web Site Redesign Step 4: Usage Data Throughout this process we analyzed Omniture data to validate what we had done and where we were headed

  11. Web Site Redesign Step 5: Branding & Identity What we did Our goal was to create a task-oriented, user-friendly web site that: • Reflected the agency’s mission, vision, and motto • Focused on our key user groups • Embodied the agency’s values (simplicity, professionalism, openness, collaboration, innovation, etc.)

  12. Web Site Redesign Step 5: Branding & Identity How we did it To accomplish our goal, we chose: • Colors that create a fresh and modern look • Images that proportionately represent key user groups performing key tasks • Fonts that complement the department’s logo, motto, and other printed materials • Shapes that promote a professional and simple, yet modern look

  13. Web Site Redesign Step 6: In-person Usability Study What we did • Created a working prototype • Recruited 7 participants, 1 pilot • Identified issues to test; from that developed 34 scenarios • Invited observers • Using the DIS test lab, we conducted a 2-hour usability test with each participant • Each test session was backed up by: • 2 note takers • DV mini tapes, VHS tapes, and Morae software • Administered a pre-test, post test, and desirability exercise • Gave participants $75 gift card

  14. Web Site Redesign Step 6: In-person Usability Study Prototype

  15. Web Site Redesign Step 6: In-person Usability Study What we learned • User behavior: Confirmed users are task oriented and look for simple, clear text. • Layout: Users tend to glance over large graphics and icons, dismissing them as advertisements. • Home Page: Participants were pleased with the simplified home page. • Key tasks: Primary task were found with ease (E-file, Business Records Database, Tax Rate Lookup Tool) • My Account: Most participants were not drawn to the My Account logon to complete tasks, but navigated by topic instead • Search: Use of site-wide search was common, on first attempt and when users couldn’t find something

  16. Web Site Redesign New Site, launched on April 9, 2007 It’s not harsh. It’s easy on your eyes.” – P1 “Right off the top, clean. It’s very clear and defined. It highlights stuff, [is] categorized well. Clean, that’s a good description.” – P3 "We think your site is very cool! We’re in the process of redesigning our site, and we were inspired by yours. We admire that your new site is clean, uncluttered, and uses lots of white space." - Idaho State Tax Commission "Clean, amazingly well-organized and great to navigate through with no struggles" - Harley Duncan, Federation of Tax Administrators

  17. Web Site Redesign New Site

  18. Property Tax Resource Center Will assist county staff in the performance of daily duties by providing: • Forms • List of common Question and Answers • Accreditation – WAC’s, status and forms • Publications • Laws & Rules • Education • Statistics • DOR programs in Property Tax Division

  19. Property Tax Resource Center Site will be launched during June E-mail will be sent to all County Assessors and Treasures with URL Planned future enhancements include: • Searchable Question and Answer database • On-line video tutorials

  20. Property Tax Resource Center Property Tax Resource Center

  21. Property Tax Resource Center Property Tax Resource Center

  22. Property Tax Resource Center Property Tax Resource Center

  23. Property Tax Resource Center Property Tax Resource Center

  24. Property Tax Resource Center Property Tax Resource Center

  25. Property Tax Resource Center Property Tax Resource Center

  26. Property Tax Resource Center Property Tax Resource Center

  27. Geographical Information System

  28. Geographical Information System Address Lookup

  29. Geographical Information System Address Lookup Results

  30. Geographical Information System Map Lookup

  31. Geographical Information System Map Lookup

  32. Geographical Information System Map Lookup

  33. Geographical Information System Map Lookup

  34. Geographical Information SystemMap Lookup Results

  35. Rules Update WAC 458-20-145 (Local Sales and Use Tax) - required by Streamline Sales and Use Tax WAC 458-20-258 and - 166 (Travel Agents and Rental of Real Property) - taxation of hotel intermediaries WAC 458-20-189 (Sales to and by the state of WA, counties, cities, towns, school districts, and fire districts) WAC 458-20-183 (Amusement and Recreation Services) - many local governments operate such programs. WAC 458-20-158 (Florists) - changes required by Streamline Sales and Use Tax WAC 458-16-270 (Exemptions for Schools and Colleges)

  36. 2007 Legislation SB 5468 – Administration of tax programs HB 1566 - Modifying the rural county new employee tax credit HB 1674 – Authorizing the Spokane Tribe cigarette agreement HB 1381 – Technical Corrections HB 1508 – B&O exemption for the resale of natural gas by consumers SB 5434 – Exempting imports and exports from excise taxes

  37. Streamlined Sales Tax State Update SSB 5089 – It’s not just about sourcing: • Bundling • Telecommunications terminology • Amnesty • Mitigation National Update • Washington has petitioned for membership • Washington may be an associate member

  38. Streamlined Sales Tax Mitigation: • How it will be done? • What is the timeline? • What is the Advisory Committee? • How can I get more information?

  39. Streamlined Sales Tax Communication Efforts Partnership with business associations • Business advisory group • Web resources (including online tutorial): http://dor.wa.gov • Mailing to chamber/rotaries • Mailing to retailers • Article in Tax Facts and other publications

  40. Streamlined Sales Tax Communication Efforts • Online survey • Workshops (DOR sponsored and by request) • Vendor fairs • Editorial boards • Media plan

  41. Prioritization of Future Discussion Topics/Project 2005 Roundtable Event - Identified Improvement Areas Projects currently completed: • Creation of Local Government Advisory Council • Notification to local government when DOR knows a rule may affect you (e.g. intangibles Development of a web site for local government (in current SBP) • Enhancements to GIS • Redesign of web site – easier to navigate and locate information Projects in progress: • Development of a web site for county assessors • Creation of a local government site to access local sales and use tax distribution data

  42. Prioritization of Future Discussion Topics/Project Roundtable & Prioritization Discussion • What can Revenue do to make it easier to do business with us? • What topics would you like to hear at future meetings? • Do you still think that the Department should create a local government web site (e.g. provide access to local tax distribution detail)? And if so, are you willing to volunteer to help DOR develop the site?

  43. Future Meetings Dates: • August 23, 2007 • December 6, 2007 Location: Ameritel Hotel

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