HMRC

HMRC's traditional service channels — phone queues, paper forms, and in-person appointments — created barriers for millions of taxpayers, particularly those with accessibility needs or limited mobility.

Self-assessment filing remained a source of confusion and anxiety for many citizens, leading to late submissions and increased support call volumes.

Innovation Day required a compelling, tangible demonstration that virtual world technology was not science fiction but a practical, accessible, near-term solution for public services.

Studied taxpayer pain points through existing HMRC user research, identifying the self-assessment process, finding the right guidance, and waiting for support as the primary friction areas.

Researched cross-platform VR delivery to ensure the concept could demonstrate accessibility across VR headsets, browsers, tablets, and phones — a key requirement for a public service reaching all demographics.

Analysed London-based government office environments to inform the virtual world's architectural design, ensuring it felt authentically HMRC rather than generic.

A welcoming virtual reception lobby where citizens are greeted, oriented, and routed to the right service — with panoramic London views through floor-to-ceiling windows establishing trust and familiarity.

An interactive training room for guided self-assessment tutorials, tax return walkthroughs, and live support sessions — with presentation screens, workstations, and direct access to HMRC guidance.

A relaxed sitting area and lounge for browsing tax guides, waiting for assistance, or connecting with live agents — designed to feel approachable rather than bureaucratic.

Full 3D immersion via VR headsets, interactive 3D navigation via desktop and tablet browsers, and a streamlined 2D experience for mobile phones.

The Innovation Day demonstration showed HMRC leadership a tangible, working vision for how virtual worlds could reduce call centre volume, improve taxpayer confidence, and make government services more accessible.

The cross-platform approach proved that VR-powered public services could reach every citizen — from tech-savvy early adopters with headsets to elderly taxpayers on basic smartphones.

The timing, immediately pre-Covid, proved prescient — within weeks, the entire country would shift to remote service delivery, validating the exact use case this concept addressed.