Concept testing of the new CRA Credential Management Service

Prepared for the:
Public Affairs Branch
Canada Revenue Agency
FINAL REPORT
July 2009
POR# 108-08
Contract #46558-104838/001/CY

Prepared by:
Ipsos Reid Public Affairs

Le rapport complet en français sera fourni sur demande.

To request a full copy of this report, please contact Library and Archives Canada at:
613-996-5115 or 1-866-578-7777 or www.collectionscanada.ca

Media Enquiries:
Media Relations
Canada Revenue Agency
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Ottawa ON K1A 0L5
media.relations@cra-arc.gc.ca

Executive Summary

Background and Objectives

The CRA will be moving its epass enabled services (My Account, My Business Account and Represent a client) to a new credentials recognition process. CRA has committed to having the service available by the fall of 2010. This new solution requires existing CRA users to transition to the new CRA credential service.

As part of this transition, the CRA plans to include enhanced ID-proving procedures as well as additional security features consistent with industry standards. These enhancements will be implemented fall of 2009.

In order to gain a better understanding of end users' reactions to these proposed changes, CRA commissioned Ipsos Reid to conduct qualitative research among members of the general public. During this research, one-on-one interactive user interviews (IUIs) and focus groups were conducted among a range of constituents, including both current epass and non epass holders.

The total contract amount for this research was $66,089.20 (excluding GST).

Methodology

In order to meet objectives of this research, Ipsos Reid conducted qualitative research among members of the general public, business owners and trusted third parties (representing either businesses or individuals on tax matters). Fieldwork took place between June 15 and June 25, 2009. Participants were screened based on whether or not they are current epass holders who use one of three services offered by the CRA (My Account, My Business Account or Represent a client). Two distinct qualitative research approaches were employed among these audiences during this research, as follows:

• 24 interactive user Interviews (one-on-one navigational labs or IUIs) were conducted to test the usability of the new credentials management process from the perspective of an individual user; and,
• 6 Focus groups (consisting of up to six individuals per group) were conducted in order to gather feedback on the effectiveness of the language and messaging used in the new credentials management process, and to solicit feedback on how the process might be made more efficient.

Key Findings

Overall, participants in this research were able to use the demonstration site to accomplish the tasks they were asked to do without great difficulty. Few participants expressed serious concerns or confusion with respect to the information they were asked to provide. More specifically:

• The personal information they were asked to provide was generally thought to be accessible (even the relatively arcane pieces of information, such as line 101 from the 2008 personal income tax return did not strike most to be problematic).
• The process of selecting and answering security questions was familiar to nearly all participants from their dealings with financial institutions. That said, they might prefer to answer three, instead of five, questions. However, if five questions amounts to greater security, most participants could accept it.
• The creation of a user ID and password was generally smooth, though the conditions (i.e., "8 to 16 characters") did not always seem clear as presented. In addition, some participants expressed the concern that requiring upper case letters and digits would make the user ID and/or password difficult to recall later on.
• The process of mailing out a security code to the address on file was clearly understood by those registering for a new account. While many did not like having to wait several days to access their information, they generally accepted that this step would provide greater security.

The most significant problem encountered during the research was in communicating to existing Government of Canada epass holders the need to create a new CRA user ID and password. Despite the fact that this information was presented in a large, red font headline and in a more detailed paragraph, participants focused more on the basic choice of two buttons on the page: "Login" and "Register."

When presented with this choice, nearly all participants who have accessed My Account, My Business Account or Represent a client in the past, chose "Login," leading them to an error message. Even after trying to log in several times, most participants could not understand why the user ID and password would not work, until coached to understand why by the moderator.

Throughout this research, and during other usability testing, we have found that when participants are presented with opportunities to interact with a website, they are less apt to read text not directly associated with the choices they are asked to make.

In addition, we also found during this research that even when they have read the text, they often do not recognize a distinction between a "Government of Canada epass" and a "CRA user ID and password." As far as most are aware, the two are one and the same.

Conclusions

Based on these findings, we recommend adopting a less textual approach to communicate the need to create a new CRA user ID and password and a more interactive one. One possible interactive approach would sort amongst the three types of visitors to the main page: those who have used the site in the past, but not registered for a new CRA user ID and password; those who have used the site in the past and have already registered for a new CRA user ID and password; and, those who have never used the site.

Date modified:

2009-11-26