Service Design of Motor Vehicle Tax Service in West Java Province

Abstract

Motor vehicle tax is an important source of regional cash income. In 2017, the Regional Government of West Java Province created digital-based community service design innovations to improve the quality of its tax services. However, until 2020 it only saw 6.28% of 16,085,120 registered motor vehicles, presumably because they missed the community’s preferences as clients and users. This research is important to improve the digital service design development strategy further so that people can better be prepared to migrate to digital service design. The research method used is mixed methods focusing on the community's user experience from ethnographic aspects in using digital technology for tax services created by the government. The field research was carried out through observations, interviews and questionnaires to identify the effectiveness and efficiency of the current tax services, as well as public habits and expectations of motor vehicle tax services. The current situation that has been developing in the community towards the tax payment service was then reviewed. From the preliminary research conducted, it was found that the problem with service design failure is that it misses the users’ experience and ethnographic aspects of the community as end users and clients. Therefore, before updating its service design, West Java Regional Revenue Agency needs to make a comprehensive study of the latest state of the users’ experience and ethnography, especially regarding ecosystem readiness and the various levels of public acceptance of service design innovations. This research on Vehicle Tax Payment Service Systems in West Java Province is expected to provide several recommendations for a mixed strategy between users’ experience and design ethnography in the development of the next digital motor vehicle tax service design innovation. Thus, the West Java Regional Revenue Agency can have a baseline for an inclusive service design strategy based on local culture.