Bookkeeping Score
I designed a mobile feature that made bookkeeping enjoyable and drove 19% of paid subscriptions. Two competitors including Tide launched similar features after release.
- What I did:
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- Research
- User testing
- Wireframes
- Content creation
- User flows
- Post-release monitoring
- Year:
- 2023
Challenge
ANNA's tax product depended on tidy books, but customers weren’t doing it
Premium customers had their Company Accounts and Corporation Tax Return filed for them. But that only works with tidy books, and ANNA had no bookkeeping tool people wanted to use. My brief: get customers tidying their own books.
Examples of
Key Design Decisions
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One question at a time
I turned fiddly bookkeeping tasks into simple Yes / No questions. Customers told me they were short on time and unsure what to do — this made it quick, even fun.
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A score worth chasing
A meter shows how healthy your books are and nudges you towards 100%. People are motivated by progress, so the score gives them a clear goal.
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Rewards that pay
The business goal was tidying books, but what users really care about is saving money on taxes. I calculated how we could show a tax saving made from doing the work.
Outcomes
The impact
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+13.5
Points increase: the average score boost from a single session of tidying
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19%
Out of ANNA's feature and filing tools, this one drove 19% of paid subscriptions. 73% of trialists of the tool went on to subscribe to the premium tax plan, twice as high as other features
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79,024
Bookkeeping tasks completed in six months, so ANNA could file customers' tax returns
View the complete case study
See the full process, from research to final designs, in my Figma Slides deck.
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