The Valencian Tax Administration, known as ATV, launched a comprehensive site redesign in August 2021 to deliver clearer information, smoother navigation, and more practical support for taxpayers. In its inaugural year, the portal attracted half a million visits. Arcadi España, the Minister of Finance and Economic Model and the head of ATV, highlighted the strong start and explained that the overarching aim was to position the internet as a primary channel for citizen communication. He noted that personalized help remains available even as new, dynamic tools and practical features are rolled out to fit modern life and simplify the taxpayer journey.
The ATV site now presents a cleaner design, a more intuitive structure, and enhanced use of visuals and graphics. Content and tools have been reviewed and upgraded to improve clarity and usefulness. The minister observed that the refreshed design has resonated well with users, making it easier to locate information and complete procedures quickly. Navigation has been streamlined by grouping topics in a logical order centered on user needs. Every element is designed to serve a clear purpose and to empower the portal as a dependable resource for voluntary compliance with tax obligations.
From the ATV portal, users can book appointments, pose questions via a virtual assistant, file tax returns, manage procedures, or run scenario simulations from the three provincial offices and liquidation centers.
User satisfaction has reached about 80 percent, according to feedback and surveys conducted after site visits.
The redesigned platform also features a survey section to capture citizen impressions of ATV services. Early results point to an average satisfaction level of around 80 percent among visitors.
The results indicate progress in the right direction. Metrics collection is prioritized to keep the ATV portal genuinely useful for residents. Feedback helps identify strengths and potential areas for improvement to deliver higher-quality services and a continuously enhanced online experience.
This web survey format collects taxpayer opinions on design, content, ease of use, and the execution of transactions available on the new portal.
To gain a fuller understanding, ATV gathers data in segmented formats based on the type of assistance requested. Surveys are conducted by phone, in person via QR code, and by email to obtain a complete picture of citizen perceptions of ATV and its support tools.
Structure and content
The ATV homepage is organized into three main sections. First, a persistent topic block groups items by user intent, guiding someone who wants to learn about different taxes, procedures, or to understand the ATV itself. Second, a dynamic carousel showcases sequential news related to these areas, designed to capture user interest. Third, the most frequently accessed sections are highlighted to streamline the user journey and speed up transactions.
The minister underscored that the ultimate objective is to elevate service quality for residents in alignment with the Valencia Community Law on Transparency, Good Governance, and Citizen Participation.
Across Canada and the United States, similar government portals share the same goals: to centralize essential services, improve accessibility, and gather ongoing feedback to refine user experiences. Experts emphasize clear information architecture, responsive design, and proactive citizen support as core factors in achieving higher engagement and trust in public services. Marketers and policymakers alike recognize that well-structured online portals reduce friction for users seeking tax guidance, status updates, or procedural steps, all while maintaining strong privacy and data protections. In practice, this means thoughtful categorization of services, visible help options, and regular updates that reflect current regulations and user needs. The ATV example demonstrates how public services can evolve from basic information hubs into proactive, user-friendly platforms that support informed decision-making and timely compliance. In a broader sense, the shift toward citizen-centered digital governance aims to make government more approachable, efficient, and accountable to everyday users. At the same time, it highlights the importance of accessibility standards, multilingual support, and inclusive design to ensure all residents can navigate essential processes with confidence. This approach is increasingly echoed by authorities across North America as investment in digital government continues to rise, driven by clear UX goals, measurable outcomes, and a commitment to continuous improvement. At its core, the ATV experience shows how a well-planned redesign can transform a public service portal into a trusted companion for citizens, supporting transparency and easier interaction with the state. This narrative resonates with similar initiatives where accessibility, clarity, and responsiveness are not afterthoughts but guiding principles that shape every update and feature, so users can accomplish what they need with minimal effort and maximum clarity. Attributions: Valencia Community information and ATV communications.