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 complexity of ITR forms and procedure taxpayers makes a lot of mistakes while filing Income Tax Return. They do not aware of the financial jargon which is used in ITR Forms, so they make mistakes and receive show cause notice from Income Tax Department for the discrepancy in their provided information. That creates havoc in taxpayer's life.
Outlining the problem
Challenges
Project Objectives
Why ? -> Problem Solution for millions of taxpayers
What ? -> Building an online platform with 24/7 customer support
How ? -> The assistance of a Personal tax expert with low-cost plans
Forms without financial jargons
Answers to all taxpayers queries
Make design credible and usable
Lack of trust for non-govt. 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, developing wireframes and userflows based on user needs and collaborating with team to create intuitive, user-friendly design.
My Roles & Responsibilities
Team Composition: 6 Engineers, PM, QA, Copywriter, Product Designer(me)
Salaried Individuals
Businessmen
Target Audience
To get to know my users and support my hypothesis, I surveyed 300+ potential users in combination with 8 interviews from individual conversations to know their views and experience and collect both quantitative and qualitative data. The target audience were taxpayers between the age 24 - 68 years.
Empathize: Getting to know the users
"Last year because of a misinterpretation of Rule 12(A) I filled wrong details and received Show cause notice from Income Tax Department."
One of the Interviewee quote
More people want personal tax expert advice to save taxes.
Most people don’t understand financial jargon.
People want more refunds when filing ITR.
A lot of people are not comfortable sharing their bank details.
Research Takeaway
79% - take someone’s help for filing ITR
83% - hate lengthy forms with financial jargon
91% - filled wrong details once in last years
Based on my research, I created my user persona, Sanjana. I felt by 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 the nation building programs and volunteer in lots of events where she gave her service for 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 to Tax Consultant
Try to gain some financial knowledge
Hear
Do not File ITR late
Take Tax Expert Advice
People talking about how to get refund
Wireframes
User Interface
Final Design & Features
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 following are the observations and feedbacks:
Usability Testing
User onboarding
Review Details
Uploading Documents
Work Well
Payment method options
Bank details page
Need improvement
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 taxpayer's lives. People become first-time users to evangelists in a very short time. Below stats tells all the story about the success of AllIndiaITR.
Project Outcome
App download
1 Million+
8k+ Reviews
iOS & Android
4.6 Ratings
Play Store
First year
20k
ITR filed
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.
