Impact mapping for better priorities
The Swedish Tax Agency’s customer encounter department conducts ongoing work to improve the digital customer encounter for various target groups. Choosing what to do is a recurring challenge. That’s why Antrop was tasked with making an impact map and developing behavior types. The result? New support for priorities.
Impact goals consensus
So where do you start? Together with a UX designer and a content strategist from Antrop, a proposal was made to map impact for the small and medium-sized company target group. It was important for the results to be a complement to the content strategy that the Swedish Tax Agency had already developed.
The joint work began with developing outcome goals for the digital customer encounter. The process involved weaving together many opinions from various stakeholders and target groups. That can be challenging, but it provides huge benefits. Outcome goals generate consensus across departmental lines about what needs to be achieved.
Behavior types based on needs and motivations
The next step was to understand more about the people who would make sure the goals had been achieved: the users.
First, Antrop interviewed the Swedish Tax Agency’s experts to understand more about their challenges. Then we conducted in-depth interviews with 25 entrepreneurs from various industries and parts of Sweden to map their needs and behaviors. In the subsequent analysis, we were able to identify three behavior types* or personas. We also developed user goals – what the behavior types need and want to be able to do.
We always have to prioritize what we’re going to spend time and resources on. Thanks to the work we did with Antrop, we now have a much clearer understanding of what our users need and what creates true benefit.Jens Eriksson, Head of Section, Service Development Division, Customer Encounter Department, The Swedish Tax Agency
Co-creation across departments
Employees from the Swedish Tax Agency took part in both in-depth interviews and in the analysis, which improved understanding of the method and results. Various departments and experts contributed by developing ideas based on user goals and by reviewing proposals that had come up in earlier projects.
Operative and visual impact map
The results were compiled into an impact map in two formats. One was a visual impact map using the design tool Figma, which is great for providing an overview and communication. The other was an operative impact map in Excel that is easy to share, update and manage.
The impact map is now used as a concrete tool for prioritizing the agency’s initiatives for small and medium-sized companies based entirely on actual user needs, challenges and motivations.
Spread the method throughout the organization
The process gave the agency an appetite for more and to disseminate the impact mapping method, a project to build internal capacity in impact mapping was carried out. Antrop trained a group of employees to become ambassadors and created a methodology support system for impact mapping.
The behavior types are based on qualitative interviews and developed through behavioral coding. Behavioral coding is a method created to find common denominators among participants in a qualitative research study. After conducting structured analyses, a number of behavior types emerged based on common behaviors, and their motivations and the needs that lead to their behaviors were described.
Impact mapping is a methodology developed by InUse.
The Swedish Tax Agency
The Swedish Tax Agency is one of Sweden’s largest government agencies and is tasked with collecting taxes and managing the population register.