Continuously Improve Your Website by Using Customer Feedback and Web Analytics: An IRS Case Study

June 29, 2023

On Thursday, June 29th, Kira Prin and Sam Chapman from the IRS joined the HCD Community of Practice to share how they collect user feedback and use web analytics to improve IRS Free File, one of the IRS’s most widely used applications.

During the Community of Practice, Kira and Sam discussed how to:

• Design a user feedback survey,
• Continuously monitor, analyze, and utilize user feedback and web analytics to make better decisions,
• Make the case for changes to managers and others who may not have analytics expertise,
• Turn actionable data into insights and make enhancements to your website and digital services, and
• Ensure your team has the key skills in place to do this type of work.

Session Presenters

Kira Prin – IRS.gov Product Manager. Kira Prin has been working with the Online Services team at the IRS since 2017. She started as the Digital UX Lead for multiple application redesign projects, and now she’s the Product Manager for the IRS.gov website and the senior tech advisor for the IRS.gov Content Strategy Branch Chief. Her passion and focus are to inform design, content updates and strategic initiatives through user research and analytics. Before starting her federal government career, Kira was in the nonprofit world as a Webmaster and Marketing Specialist. She lives with her husband and 2 dogs in the Northern Virginia area. 

Sam Chapman – User Experience Lead for IRS.gov and Public User Portal apps. Sam Chapman has been with the IRS since 2021 working with the User Experience and Design team in Online Services. He is the User Experience lead for IRS.gov and Public User Portal apps, with the primary focus on methods for User Experience research. Sam has had over 25 years of experience as a Human Factors and Usability expert, working for several companies like IBM, HP, Staples, and Circuit City, as well as several consulting positions with various Federal agencies. Sam is an avid Fly angler and kayaker. Sam has three grown children, and he lives in Virginia Beach, Virginia with his wife.