role
Team
Timeline
Disruptive strategic vision & digging deep
Designing in an organisation with low design maturity is a mix of challenge and opportunity!
I began by establishing a strategic vision. I asked my stakeholders core questions to understand their diverse perspectives on 'Modernising AccuTax' and the systemic issues affecting the modernisation.
Our high-level vision was not just about making AccuTax easy to use, but to disrupt and transform the capital gains tax reporting experience.
I aimed to redefine the user journey, information architecture and visual direction to establish a foundation of the product redesign.
The retail wealth has been growing rapidly
Retail investors has been representing an enormous well of potential and it is expected to approach 60% of global Assets Under Management (AUM) by 2030.
To act on the strong tailwind, we focuses on creating and improving features and workflows that address diverse user needs to help them deliver good outcomes to their clients.
Today, the tax operations and reporting process is ineffective and convoluted
Through stakeholder interviews, user persona and journey mapping workshops, I've discovered that tax operations specialists often face challenges such as client tax reporting delays, communication issues within their teams, difficulties with technology, and managing inconsistent reports for a large number of clients. These issues can hinder smooth operations and effective project management.
Tax ops specialists want to be confident in delivering accurate reports to their clients on time
Trust and confidence in our product are fundamental for tax operations specialists.
Through user interviews and analytics insights, I identified five core pillars of their needs that we needed to address to help them excel on AccuTax.
Rethinking the user journey & information architecture
AccuTax's new experience was built from the ground up that offers a frictionless journey, supported by extensive user research.
A streamlined user journey and innovative features aimed to address the user problems, creating a unified experience while aligning with AccuTax's business goal of re-strategising customer targeting.
The intelligence-empowered software
AccuTax 2.0 aims to transform isolated interactions into a unified, end-to-end experience by developing an intelligence-driven platform, with personalised content and collaborative tools, enabling efficient workflows and seamless team collaboration.
New typography & visual effects
A new visual direction, supported by rebranding, was developed to align with the updated UX strategy.
The new typography embodies the concepts of transparency, clarity, and simplification, reinforcing the product's ability to handle data-heavy content while establishing its identity as a “future-proof partner.” The design system was continuously evolved and meticulously maintained with a tokenised approach.
Information
Interactive visuals for meaningful information
A personalised dashboard is the first thing tax operations specialists see on AccuTax.
With real-time interactive data visualisation, this prime area provides key information updates, offering users an overview as soon as they log in to the platform.
Tools
Collaborate with ease
Audit trails
Audit trails provide direct access to essential collaborative functionalities.
Tax operations specialists can easily track data and report changes, communicate seamlessly with team members, and obtain approvals without leaving the current window.
Calendars & folders
When users have autonomy, they are more likely to engage with and feel satisfied by their choices and processes.
By incorporating personal and shared files into folders and adding events to calendars, tax operations specialists can manage their work in a way that aligns with both their personal and team preferences and priorities.
Communications
Task deadlines and progress prompts
Due to the demanding nature of a tax operations specialist's job, they may want to receive updates on important tasks or deadlines, which was not initially possible.
To address this, we use notifications to prompt them to follow up on their core tasks and deadlines at the right time. Notifications can be sent for data updates assigned to them, comments where they are mentioned, shared events they are invited to, and upcoming events.
A successful start for continuous innovation
Reinventing the entire product is an ambitious goal, and it was just the beginning.
Establishing a shared understanding, vision and process enables us to build a successful product and an understanding of how we can support each other in our roles. I succeeded in some areas and saw opportunities for improvement in others.
One thing is sure, I’ve accomplished lots to be proud of:
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35+ stakeholders: 1 redesign shared vision
3x faster of design execution
30+ design influencing hours