Email Link Management System 

(elms)

Project Overview

The Email Link Management System (ELMS) is used by CRA contact centre agents to send taxpayers curated resources, forms, and publications by email. The system plays a key role in efficiency, accuracy, and overall taxpayer experience. This case study documents the UX research and redesign process aimed at improving ELMS usability, streamlining workflows, and ensuring agents can complete tasks with clarity and confidence

PROJECT SCOPE

  • Role: UX Research & Design Lead

  • Client: Canada Revenue Agency (CRA)

  • Timeline: Multi-phase project, 2023–2024

  • Methodology: Cognitive walkthroughs, heuristic evaluations, prototyping, usability testing

  • Tools: Axure. Teams, MySurvey, Optimal Workshop

KICKOFF

At the project kickoff, stakeholders identified the following objectives:

  • Understand the main usability issues agents face with ELMS

  • Redesign the interface to simplify workflows and reduce errors

  • Increase user satisfaction and task success rates

  • Reduce task time for common actions (adding kits, editing links, sending emails)

  • Ensure the redesign aligns with accessibility and WET 4.0 standards

 

OBJECTIVES

Success Metrics (KPIs):

  • Increased task completion rate

  • Reduced time on task

  • Higher user satisfaction scores

  • Fewer reported errors

Problem

Agents reported the current ELMS as cluttered, confusing, and inconsistent. Common issues included:

  • Overuse of unclear icons instead of descriptive text

  • Hidden or hard-to-find buttons (e.g., “Add kit”)

  • No undo or confirmation options for critical actions (e.g., link deletion)

  • Error messages displayed in code instead of plain language

  • Inefficient screen layouts with wasted space and redundant steps

These issues led to task delays, errors, and frustration, impacting both agents and taxpayers.

 

Solution

Redesign ELMS to:

  • Use clear, consistent labels and icons

  • Improve navigation and search functionality

  • Provide feedback and error prevention features

  • Optimize layouts to reduce clutter and wasted space

  • Support accessibility and bilingual requirements

  • Create an intuitive flow for sending taxpayer emails

Methodology

Kickoff & requirements gathering ⇢ Heuristic evaluation of current ELMS ⇢ Medium-fidelity prototypes (A & B) designed with WET 4.0 standards ⇢ Cognitive walkthroughs and usability testing with agents ⇢ Iterations based on feedback and insights ⇢ Recommendations shared with stakeholders in a professional report. 

  

1. Heuristic Evaluation

  • Conducted by UX experts against Nielsen Norman’s 10 usability heuristics

  • Identified 33 usability issues:

    • 6 Critical (e.g., link deletion without undo, styling breaking text fields)

    • 11 Major (e.g., unclear error messages, redundant steps)

    • 16 Minor/Insights (e.g., small design inconsistencies, button placement)

2. Cognitive Walkthrough (Usability Study)

  • 7 agents participated in walkthroughs of two medium-fidelity prototypes (A & B) 

  • using Axure

  • Agents completed real-world tasks such as:

    • Adding/removing links and kits

    • Searching and filtering resources

    • Previewing and sending emails

  • Feedback was gathered on ease of navigation, layout clarity, and error handling

     

Forms & Publications Page

Creating a Form

Prototype A

Prototype B

3. Task-Based Usability Testing

Prototyping

  • Two prototypes tested (A & B) using Axure

  • Iterations focused on:

  • Labeling icons with text

    • Adding preview functions for kits and links

    • Improving error messages and confirmation dialogs

    • Reordering language options for clarity

    • Streamlining redundant steps

Facilitating 

  • Simulated scenarios (e.g., “Send the Fuel Charge kit to a taxpayer”)

  • Collected observations on task flow, confusion points, and success rate

  • Gathered recommendations directly from agents

Forms & Publications Page

Creating a Kit

Prototype A

Prototype b

Key Insights

  • Prototype A was preferred due to better search tools and layout

  • Agents valued step-by-step flows that minimized scrolling

  • Search bars and category filters were consistently favored

  • Some icons (e.g., “+” for add, “eye” for preview) were unclear to several participants

  • Agents wanted more control (e.g., preview before attaching, undo for deletions, add individual links from kits)

  • Error feedback needed to be clear, immediate, and in plain language

Recommendations

  1. Replace icons with text-labeled buttons (e.g., “Add Kit” instead of “+”)

  2. Add undo/confirmation dialogs for deletions

  3. Introduce preview options for links and kits before attaching

  4. Improve error messages: plain language, visible next to the field

  5. Reorganize layouts to reduce wasted space and scrolling

  6. Provide ability to add individual links from a kit

  7. Standardize button placement across pages

Impact

  • Agents found redesigned prototypes cleaner, less overwhelming, and more intuitive

  • Tasks (adding kits, removing links, previewing resources) were completed with higher success and reduced confusion

  • Improved design addressed critical usability issues, reducing risk of task failure and errors

  • The redesign supports CRA’s broader goals of efficiency, accessibility, and user satisfaction

Next Steps

  • Implement recommended design changes in development phase

  • Conduct additional usability testing on high-fidelity prototype

  • Monitor performance using KPIs (task success, task time, satisfaction scores)

  • Plan for long-term enhancements (mass delete, more flexible reporting tools)

  • Provide ongoing user training and support documentation

 

Thank you for reading!