National Tax Clinic Website & Branding: Enhancing Access to Tax Support

How research-driven UX/UI improvements and a cohesive brand strategy transformed the National Tax Clinic's online presence, achieving 97% task success and making tax support more accessible and user-friendly.

Project Overview

The National Tax Clinic program (NTC) is a government-funded initiative that provides free or low-cost tax assistance to vulnerable individuals. Operating across 15 universities in Australia, the clinics offer independent tax support, backed by the Australian Taxation Office (ATO) but not directly managed by it.

The goal was to design and develop a dedicated website and brand identity (launched January 2025) that allows users to:


• Learn about the National Tax Clinic program


• Check eligibility for tax assistance


• Locate a nearby tax clinic


• Access tax resources and guides

SITUATION

Setting the Stage

Context & Business Goal

Previously, Tax Clinic information was scattered across multiple university websites, making it difficult for users to find a front door for available assistance. The new website and brand identity aimed to unify information, improve discoverability, and ensure an accessible, inclusive, and user-friendly experience.

Key goals of the ATO-sponsored website and branding refresh:

• Centralise tax clinic information for ease of access.

• Improve navigation & searchability for clinic locations and resources.

• Ensure clear branding & identity that distinguishes the NTC from the ATO.

• Build trust and credibility with a consistent, engaging visual identity.

Problem Statement

Users, particularly low-income individuals, non-native English speakers, and sole traders, struggled to:

• Understand who was eligible for the service.

• Navigate complex university-run tax clinic websites.

• Find reliable, plain-language tax resources.

• Recognise the NTC as an independent entity, separate from the ATO.

Target Users

• Individuals & Sole Traders needing affordable tax support.

• Culturally & Linguistically Diverse (CALD) communities.

• People experiencing financial hardship (e.g. those struggling with rent, utilities, or food expenses).

• Tax professionals & university students seeking structured guidance.

TASK

My Responsibilities & Objectives

Role & Objectives

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

• Defining the website’s Information Architecture (IA) to improve user journeys.

• Designing wireframes & prototypes based on research insights.

• Developing a brand identity that aligns with the NTC’s values and enhances credibility.

• Ensuring accessibility & usability for diverse audiences.

• Refining branding elements (logo, colour palette, typography, imagery, and iconography).

• Incorporating iterative feedback from multiple rounds of user testing.

Constraints & Challenges

• Ensuring the website remains independent from the ATO while maintaining credibility.

• Variability in tax clinic services across universities, requiring flexible content structures.

• Building a new brand identity while ensuring it aligned with existing government branding frameworks.

ACTION

The UX/UI and Branding Process

Research & Discovery

Method: Moderated task based sessions with 6 participants

User Testing Round 1 Insights:

• Eligibility rules were unclear, causing confusion among applicants.

• Concept A’s branding (a modern, friendly purple colour palette) was preferred over Concept B (which felt too government-like with green tones)​

• Photography improved trust & relatability, but needed more realistic expressions.

• Users struggled with navigation, particularly with the Tax Clinic Locator.

User Testing Round 2 Insights:

Method: Moderated task based sessions with 6 participants

• 97% success rate in users navigating and finding information​

• Users struggled with eligibility descriptions – terms like ‘financial hardship’ needed clearer definitions​

• Clinic search results needed better visibility for full-match clinics​

• Legal representation services were overlooked, requiring more intuitive filter labels​

Brand Development

Key Branding Decisions:

• Logo Design – Created a wordmark within the Australian Government branding framework​

• Typography Selection – Used Lexend for headings and Roboto for body copy, both chosen for their approachability and accessibility

• Colour Palette – Developed a palette that instils a sense of independence, wisdom, and calmness, avoiding traditional government green​

• Photography Approach – Emphasised slice-of-life imagery featuring diverse Australians to enhance relatability

• Illustrations & Textures – Introduced organic shapes and textures to symbolise the growing impact of the tax clinic program​

• Icons – Designed a set of user-friendly, accessible icons for website navigation and information categories​

Design Testing & Iteration

Key Adjustments Based on User Testing:

• Homepage Messaging Revised – Added “We are here to help” for better engagement

• Location Search Improved – Displayed full-match clinics more prominently​

• Eligibility Page Refined – Provided clearer explanations of terms like financial hardship

• Branding Adjustments – Refined colour contrast and typography hierarchy for better accessibility​

Final Wireframe & IA Adjustments:

• Redesigned the Homepage for better content hierarchy​

• Grouped tax resources based on user life stages (New to Tax, Starting a Job, Lodging a Return, etc.)​

• Ensured mobile accessibility using a minimalistic, high-contrast layout​

RESULT 

Measuring the Impact

Impact

• User-centred design decisions improved clarity & engagement.

• Branding choices successfully balanced approachability with professionalism.

• Content hierarchy improved accessibility & usability.


Success metrics:

• 97% task completion rate in final testing.

• 100% success rate in users finding tax clinics via the new locator.

• Brand identity well received, with positive feedback on the approachable, community-driven design.

• High engagement with the new colour palette & branding.