ZURICH PRIVATE TAX

“The Future of Taxes” – Exploratory UX Study for the Canton of Zurich

This project explored how the private tax experience in the Canton of Zurich could be improved from both the citizen and administration perspective.

Working within a public-sector environment, we focused on understanding real pain points, process complexity and expectations — before thinking about solutions.

Project Scope

Research and concept exploration including:

• Stakeholder workshops (co-working sessions with cantonal representatives)
• Street interviews and citizen conversations
• Interviews with internal employees
• Persona development and refinement
• Insight clustering and synthesis
• Visual storytelling and storyboard sketches
• Contribution to the final study documentation

Role: UX Research & Visual Support (Team Collaboration)
Scope: Interview Support · Workshop Assistance · Persona Development · Research Synthesis · Visual Storytelling

Project Scope

Public administration setting with structured processes and regulatory constraints.

• Multiple internal stakeholders
• Diverse citizen needs
• High sensitivity around trust and clarity
• Complex procedural landscape

Product Challenges

  • Complex tax processes that are difficult for citizens to understand

  • Gap between internal administrative logic and external user perception

  • High sensitivity around trust, clarity and responsibility

  • Multiple stakeholder perspectives (citizens, cantonal employees, leadership)

  • Limited visibility into pain points across the full tax journey

Project Objectives

  • Understand real needs, frustrations and expectations

  • Create shared clarity between internal teams and citizen perspectives

  • Identify structural improvement opportunities

  • Translate research insights into tangible service concepts

  • Support strategic discussion about the future of the tax experience

Research, Definition & Ideation Process

We approached the project step by step: first understanding the current reality through interviews and research, then defining core challenges, and finally exploring solutions in collaborative workshops. The goal was not to redesign forms — but to rethink the experience behind them.

Research

Interview Findings

Workshops

Personas, Customer Journeys & Storyboards

Trends Exploration

Conclusion

Through research, synthesis and stakeholder collaboration, we surfaced the underlying tension between citizen expectations and administrative process logic. The insights gained will support future service design work and contribute to a more user-centered tax experience.