All India ITR - A platform for filing Income Tax Return
All India ITR is an affordable online ITR filing solution for salaried individuals and businesses.
Due to the complexity of ITR forms and procedures, taxpayers make a lot of mistakes while filing income tax returns. They are not aware of the financial jargon that is used in ITR Forms, so they make mistakes and receive show cause notice from the Income Tax Department for the discrepancy in their provided information. That creates problems in a taxpayer's life.
Outlining the problem
Challenges
Project Objectives
All India ITR, a leading online platform for filing taxes in India, aimed to streamline its user experience to improve customer satisfaction, reduce drop-offs during the filing process, and attract a broader audience, including first-time tax filers. The platform needed to simplify its complex workflows and make tax filing intuitive for users with varying levels of financial literacy.
Forms without financial jargon
Answers to all taxpayer's queries
Make design credible and usable
Lack of trust for non-government platforms
Taxpayers data security
Reduce the number of form fields
I was the lead designer in this project. My responsibilities were to conduct user research and testing, develop wireframes and user flows based on user needs, and collaborate with the team to create intuitive, user-friendly designs.
Team Composition: 6 Engineers, PM, QA, Copywriter, Product Designer (me)
Duration: 16 weeks
My Roles & Responsibilities
Research
To understand user pain points, we conducted 8 in-depth interviews and surveyed over 1200 users. Key insights from our research were:
User Interviews & Surveys
Complexity of the Process: Many users found the tax filing process too complex, especially first-time filers who struggled with understanding tax terms.
Trust Issues: Filing taxes online felt risky to many users due to concerns over privacy and security
Drop-off Rates: High drop-off rates occurred during document uploads and payment stages.
Target Audience
Salaried Individuals
Businessmen
"Last year, because of a misinterpretation of Rule 12(A), I filled in the wrong details and received a show cause notice from the Income Tax Department."
One of the Interviewee quote
Based on my research, I created my user persona, Sanjana. I felt that empathizing with Sanjana’s frustrations and goals with the product would help me create a desirable experience for her and other potential users.
User Personas
Sanjana is an architect who lives in Mumbai. She is a responsible citizen of her country. She takes part in nation-building programs and volunteers in lots of events where she gives her service to a humane cause.
Bio
Sanjana
35, Married, Mumbai
Salariad Employee
See
People filing ITR Online
Online platform for filing ITR
Confusing Form 16 & other documents
Say & Do
Filing ITR before the due date
Track your ITR filing Status
Prepared all the required documents
Think & Feel
Will file ITR before the due date
Will consult with the Tax Consultant
Try to gain some financial knowledge
Hear
Do not File ITR late
Take Tax Expert Advice
People talking about how to get a refund
After analyzing the data, I identified some problems:
Research Takeaway
Lack of guidance for new users: Users were confused about how to start and what documents were required for their specific cases.
Overwhelming forms: Lengthy forms without contextual help discouraged users from completing the filing.
Security concerns: The platform didn't communicate its security measures effectively, leading to a lack of trust.
Payment drop-offs: Users dropped off due to unclear payment methods or perceived complexity of the transaction.
Competitor Analysis
I analyzed competitors such as ClearTax and Tax2Win to assess their approach to similar problems. We noted that competitors provided better onboarding and educational resources, which helped users navigate the process more comfortably.
Simplify Onboarding: Create a smooth and intuitive onboarding process for new and existing users.
Reduce Cognitive Load: Break down complex forms and add contextual help where necessary.
Build Trust: Clearly communicate security features and user data protection.
Smooth Payment Process: Redesign the payment flow to be more user-friendly and transparent.
Design Goals
Wireframes
Onboarding Screens
Final Design
Enter your personal information
Choose your income source
Upload your relevant documents
Enter your bank account details
Review all the entered details
And it's done!
Prototype
After creating the interactive prototype, it was time to test it with real users. It mainly focuses on the customers’ understanding, ease of use, and how they complete a task at a specific time. The app evaluation was conducted with 4 users, and below are the observations and feedback:
Usability Testing
User onboarding
Review Details
Uploading Documents
Works Well
Payment method options
Bank details page
Need improvements
Improvements based on feedbacks
Before
Multiple form fields need to be filleds
After
Recommended Paytm for quick payments
1.
Before
Vague information for bank details requirement
After
Mentioned why the bank details needed
2.
Data collected from Google Analytics and other social platforms tell us unequivocally that AllIndiaITR services improve taxpayers' lives. People become first-time users of evangelists in a very short time. The below statistics tell the story of the success of AllIndiaITR.
Project Outcome
App download
1 Million+
8k+ Reviews
iOS & Android
4.6 Ratings
Play Store
First year
20k new ITR
Things I learned
It was an enjoyable end-to-end experience with interesting insights into how people interact with digital products. I learn to appreciate gradual improvements rather than striving for perfectionism.
