Bookkeeping Score
I designed a mobile feature that made bookkeeping enjoyable and drove 19% of paid subscriptions. Competitors including Tide launched similar features after release
- What I did:
-
- 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
Through ANNA, business owners could have their Company Accounts and Corporation Tax Return filed for them. But tidy books were required, 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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Aim for a high score
A meter shows how healthy a business’s books are and nudges owners towards 100%. People are motivated by progress, and the score gives them a clear goal.
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Save on taxes
The business goal was tidy books, but what users told me they care about is saving money on taxes. I calculated how we could show a tax saving from doing the bookkeeping 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%
Of ANNA's feature and filing tools, this 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, helping ANNA file customers' tax returns
View the complete case study
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