Digital transformation in public services requires more than technological implementation; it demands user-centered UX research. This project combined online UX testing with co-creation interviews to redesign the digital tax payment experience.

The research identified cognitive friction points, generational barriers, and critical moments within the citizen journey. Through applied research and iterative validation, a more intuitive interface was developed to simplify navigation and reduce perceived complexity.

The solution transformed a mandatory administrative task into a more accessible and user-friendly digital experience, increasing adoption and satisfaction across diverse user segments.