ATO Careers Website Redesign: Enhancing the Digital Recruitment Experience

How UX/UI improvements in navigation, visual appeal (resulting in an 84% preference over the current), and structured content design transformed the ATO Careers website content into a modern, user-friendly recruitment hub.

Project Overview

The Australian Taxation Office (ATO) undertook a major redesign of its Careers content on the ATO website to enhance the user experience for job seekers. The previous design suffered from poor navigation, unclear job pathways, and an overwhelming structure, leading to high drop-off rates for specialist career pages.

The project aimed to:


• Improve site navigation & usability with a streamlined Information Architecture (IA).


• Enhance content presentation with clear, engaging, and scannable designs.


• Apply the Employee Value Proposition (EVP) to highlight ATO’s career benefits.


• Increase job applications & engagement, particularly for specialist roles.

SITUATION

Setting the Stage

Context & Business Goal

Discovery research and stakeholder consultation identified key pain points in its Careers portal, particularly around navigation, content clarity, and user engagement.

• Users struggled to find relevant job types and pathways.

• The 12-option navigation menu was overwhelming, leading to high drop-off rates.

• The site lacked visual engagement and did not effectively showcase ATO’s diversity and culture.

Problem Statement

Job seekers, particularly those interested in specialist roles, found the existing website confusing and difficult to navigate, leading to a significant drop in applications.

• Navigation was cluttered, making it hard to locate career information.

• The content was text-heavy, with long paragraphs reducing engagement.

• Users lacked confidence in understanding hiring processes & job requirements.

Target Users

• Graduates & Entry-Level Applicants looking for structured programs.

• Specialist Roles (Data, Law, IT, etc.) needing clear pathways to job types.

• General Job Seekers interested in ATO as an employer.

• Culturally & Linguistically Diverse (CALD) applicants requiring plain-language descriptions..

TASK

My Responsibilities & Objectives

Role & Objectives

As a UX/UI Designer, I was responsible for:

• Revamping the Information Architecture (IA) to simplify navigation & content structure.

• Designing wireframes & templates for career landing pages, job pathways, and application guides.

• Enhancing visual engagement through photography, interactive elements, and scannable content.

• Conducting usability testing to validate content discoverability and job search efficiency.

Constraints & Challenges

• Balancing SEO & user experience – ensuring content was both scannable & comprehensive.


• Adhering to ATO’s brand & accessibility guidelines while modernising the UI.


• Ensuring clarity for diverse user groups, including graduates, specialists, and CALD users.

ACTION

The UX/UI Process

Research & Discovery

Method: Online unmoderated survey with 50 participants

Key User Testing Insights:

• 78% of users preferred a simplified homepage with six core sections instead of 12.

• Users struggled to locate career benefits & pathways, leading to low confidence in applications.

• Specialist roles were hard to find, impacting data, IT, and law career applicants.

• Visual appeal played a key role – 80% of users preferred pages with photography & structured layouts.

Competitor Analysis Findings:

• Government career pages (e.g. Defence Careers) used strong visual storytelling & structured content, outperforming ATO’s layout.

• Job alerts, current vacancies, and salary transparency were top decision-making factors.

Ideation & Design

Method: Treejack Testing using Optimal Workshop with 150 participants

Key UX/UI Improvements:

• Simplified Navigation: Reduced 12 categories to six primary sections.

• Card-Based Navigation: Used scannable cards for job types & hiring processes.

• Clearer Career Pathways: Introduced a “Job Types” page to help users find specialist roles.

• Enhanced Visual Appeal: Added photography & video elements to improve engagement.

• Step-by-Step Hiring Guides: Replaced long paragraphs with structured steps.

Design Testing & Iteration

Method: First Click Testing and Comparative Preference Testing with 50 participants

Usability Testing Results:

• Navigation Success Rate Increased from 69% → 89% with the new six-option IA.

• Findability of Specialist Roles Improved by 30%, reducing search time.

• 84% of users preferred the proposed UI design over competitors & ATO’s old layout

• Recruitment Process Clarity Improved – 80% of users preferred step-by-step guides.

RESULT 

Measuring the Impact

Impact

• User-centric navigation increased clarity & confidence.

• Card-based UI improved searchability & engagement.

• Photographic storytelling helped build brand relatability.

Success metrics:

• 89% user success rate in navigating job application processes.

• 34% faster navigation time due to card-based job type exploration.

• 80% of users preferred the structured hiring guides over long-form text.

• Higher engagement with visual content – 60% increase in interaction with career benefits pages.