Mobile Tax Filing Experience

Overview

A well-known tax software company with over 20k customers and 25+ years in business set out to expand into a new audience: first-time filers. While their existing product served experienced users well, it lacked the clarity and guidance needed for younger, less experienced users.

I led UX for a new cross-platform mobile app, owning research, user flows, and end-to-end design. I collaborated closely with engineers, PMs, and stakeholders to take the product from concept to launch.

Problem

First-time filers feel overwhelmed and unsure when filing taxes, leading to confusion, errors, and low confidence.

Users

Young adults (Gen Z), typically filing taxes for the first time, who:

• Have little to no understanding of tax concepts

• Primarily rely on their mobile device

• Need reassurance they are “doing it right”

Goal

Create a simple tax filing experience that reduces confusion while boosting user confidence.

Research

Methods

• Surveys

• User interviews

• Competitive analysis

• Behavioral research on Gen Z digital habits

Key Insights

• Users feel they are doing something wrong during filing

• Legal/tax jargon is a major barrier

• Users want something quick, simple, and guided

• 90% value visual simplicity and informative content

• 70% value step-by-step guidance

“I constantly feel like I’m doing something wrong.”

“I want to see deductions without legal jargon.”

Design Principals

• Confidence - Reinforce that users are completing tasks correctly

• Simplicity - Reduce cognitive load through simple, focused steps

• Education - Explain what’s happening and why

• Relatability - Use familiar patterns to make the experience feel approachable

Ideation

We explored multiple directions to make taxes more approachable:

Option 1: Gamification - Break the process into interactive steps to increase engagement.

Option 2: Messaging - Guide users through filing via a message-style interface.

After stakeholder review, we moved forward with the messaging approach as it better supported long-term scalability and aligned with brand direction.

Feedback and Iteration

Initial chatbot concepts improved simplicity but lacked engagement and personality.

To better connect with Gen Z users, we:

• Researched cultural patterns (messaging apps, tone, content styles)

• Identified emojis and GIFs as familiar and engaging elements

• Iterated on tone, pacing, and visual feedback

This shifted the experience from purely functional to supportive and relatable.

Solution

Simplified Entry Point

We redesigned the home screen to prioritize the most relevant actions and information, reducing cognitive load and helping users get started quickly.

• Surfaces key actions and next steps

• Highlights deadlines and reminders

• Provides quick access to helpful resources

Guided Chat Experience

We introduced a familiar messaging interface where users are guided through their tax return step-by-step by a branded assistant.

• Breaks down complex forms into manageable questions

• Reduces fear of making mistakes

• Keeps users focused on one task at a time

On-Demand Education

A “What’s this?” button provides quick contextual explanations under each question.

• Accessible when needed without adding friction to the flow

• Explains why information is needed

• Keeps users in context

Tone and Personality Design

We incorporated a conversational tone, along with subtle use of emojis and GIFs, to make the experience feel more approachable and human.

• Reinforces encouragement throughout the process

• Reduces perceived complexity

• Increases engagement while maintaining trust

Results & Impact

• Contributed to an 18% increase in company revenue within one year

• Improved usability and accessibility for first-time filers

• Reduced user anxiety and increased completion confidence

What I Learned

1. Design requires deep domain understanding - Understanding complex tax concepts and legal constraints was required to ensure the experience was both clear and compliant.

2. Information architecture is critical in complex systems - Defining clear flows and structure helped us create a simplified flow while also aligning the team on how everything worked together. It became a key tool for simplifying complexity at both the product and system level.

3. Tone is a product decision, not just a design choice - Small shifts in voice and interaction patterns impact user confidence. Using the proper tone required balancing approachability with clarity and legal accuracy.