27 - 28 May, 2019 | Sofitel Sydney Wentworth, Sydney, NSW

Lyle Crombie

Director of Design and Creative Services

11:15 AM The Tale Of ATO Community - The First Government Peer-To-Peer Online Platform

The ATO have an interesting UX problem in that for the most part people would rather get root canal without anaesthetic than talk to them. Perhaps a slight exaggeration, but the challenge remains: how do you support your clients day-to-day when they don’t want to talk to you? More importantly, how do you run a proper design process? In this session hear from Lyle Crombie, Director of Design and Creative Services; how struggling with competing user needs gave way to a revelation – That the best people to solve the day to day informational needs of users is not always the organisation, but the users themselves. In this session:

  • How the channel grew from a small proof of concept into the number one hit on Google when your tax or superannuation questions were search for (and without paid advertising!)
  • How ATO identified what people wanted to hear and developed content around this 
  • How having everyone important in the room at the beginning, removing siloes and building cross- functional teams has led to improved service provision


Check out the incredible speaker line-up to see who will be joining Lyle.

Download The Latest Agenda