Strong results

With less time needed to file a tax return and receive a tax refund, taxpayers are more satisfied, and the government is now able to collect taxes more efficiently.

• Refund processing time reduced from 63 days to 3 days
• 63% reduction in time taken to process returns
• 45% of returns filed were processed within 24 hours
• 81% of returns were processed within 30 days
• 95% of returns were processed electronically

Awards

Gold: Digital Experience - Government or Public Sector

Every year, The Drum Awards Festival celebrates the very best work, companies, and people from around the globe. Groundbreaking creativity and strategic brilliance are recognized across every sector, and an expert-level, global jury carefully reviews all entries before selecting the work that truly stands out.

We were honored to be recognized for our work. Visit The Drum Awards for more information.

The story behind the transformation

A massive challenge

The government of India, the world’s largest democracy, needed to simplify its online income tax system. This system caters to an extraordinarily large number of users and transactions:

• Approximately 83 million users
• Up to 10 million returns processed annually
• 24 million refunds issued each year

Lacking a clear, consolidated view of hundreds of distinct processes, the system was exceedingly complex. Users heavily relied on private tax consultants to navigate the system and typically waited about 63 days to receive their refund after filing their returns.

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Our approach

Through WongDoody’s proven user research methodology, in-depth interviews were conducted, users were observed as they worked, and various information-gathering techniques were utilized, including:

• Design Thinking sessions
• Extensive user research that produced quantitative and qualitative outcomes
• 50+ in-person user interviews across user groups including accountants, tax officers and taxpayers
• Contextual inquiry benchmarking against taxation systems of other countries

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Our solution

Leveraging workshop insights, we built a single, consolidated view of all tax processes in India, enabling us to identify areas for optimization based on user experience. We then designed streamlined workflows that were easier to follow while remaining compliant with taxation laws. Our design solution included:

• Digital-first tax processes — reducing the need to meet a tax official in person
• Omnichannel experiences including a web portal, mobile app and an intuitive downloadable file for those who prefer offline methods
• Highly sophisticated self-service
• AI-based chatbot
• Systems consolidation

And the outcome was a resounding success. Hightened efficiency, effectiveness, and satisfaction for the taxpayers of India.