Simplifying Complexity to Drive Awareness and Action for Australian Businesses
I developed a two-phase awareness and transition campaign for the Australian Taxation Office’s (ATO) Online Services for Business—the primary platform for businesses, SMSF auditors, and organisations to interact with the ATO. The service replaced the retiring Business Portal, requiring a large-scale behavioural shift among users.
The first phase focused on educating users on the benefits of the new platform, while the second emphasised the urgency of switching before the portal’s retirement. I designed a series of social media assets and animated digital displays that simplified complex information, making it easy for time-poor business owners to understand and act.
Challenge
The ATO needed to drive adoption of its new Online Services for Business platform and build trust among small business users. Complex tax messaging and inconsistent digital communications had created confusion, slowing the transition from the existing Business Portal.
The ATO needed to drive adoption of its new Online Services for Business platform and build trust among small business users. Complex tax messaging and inconsistent digital communications had created confusion, slowing the transition from the existing Business Portal.
Approach
Working as part of the Digital Experience team, I applied human-centred design principles to ensure the messaging was clear, accessible, and action-oriented. I translated audience insights and internal research into simple, benefit-led messaging and designed a clean visual framework with a clear hierarchy to guide users through key steps. Throughout the process, I collaborated closely with internal stakeholders to maintain alignment with the ATO’s broader digital communications strategy. In Phase 2, I refined the copy and creative to include urgency-driven calls to action, prompting immediate transitions before the portal’s retirement.
Impact
The campaign delivered 8.9 million impressions and 35,000 clicks, exceeding all performance benchmarks. Despite being designed primarily for awareness, the strong click-through rate demonstrated that the simplified messaging and visuals successfully drove behavioural change. Phase 2 performed best, with urgency-focused messaging prompting a significant uplift in transitions before the deadline.
The campaign delivered 8.9 million impressions and 35,000 clicks, exceeding all performance benchmarks. Despite being designed primarily for awareness, the strong click-through rate demonstrated that the simplified messaging and visuals successfully drove behavioural change. Phase 2 performed best, with urgency-focused messaging prompting a significant uplift in transitions before the deadline.
My Role: CX-Informed Visual Communication & Behavioural Messaging
