All India ITR - A platform for filing Income Tax Return

B2C Taxation App | 6 Weeks

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.

Outlining the problem

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.

Challenges

  • 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

My Roles & Responsibilities

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)

Research

Target Audience

  • Salaried Individuals

  • Businessmen Owners

User Interviews & Surveys

To understand user pain points, we conducted 8 in-depth interviews and surveyed over 1200 users. Key insights from our research were:

  • 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.

Competitive 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.

 

Reasearch takeaways

After analyzing the data, I identified some problems:

  • 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.

 

Design Goals

  • 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.

Wireframes

Onboarding Screens

Final Design

Enter personal information
Choose income source
Upload relevant documents
Enter bank account details
Review entered details
And it's done!

Interactive prototype

Testing & Validation

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:

Works well

  • User onboarding

  • Review Details

  • Uploading Documents

Need improvements

  • Payment method options

  • Bank details page

Before

Multiple fields needs to be filled

After

Recommended Paytm for quick payments

Before

Vague information for bank details requirement

After

Mentioned why the bank details were needed

Project Outcome

Data collected from Google Analytics and other social platforms tells us unequivocally that AllIndiaITR services improve taxpayers’ lives. People become first-time users of evangelists in a very short time. The following statistics tell the story of the success of AllIndiaITR.

1 Million+

App download

8k+ Reviews

iOS & Android

4.6 Ratings

Google Play Store

20k new ITR

First year

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.

Check out All India ITR in action >>>

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