MTD Quarterly Update Filing
A new tax-filing tool that achieved a 26.6% activation rate and unlocked a new customer funnel for ANNA Money.
- What I did:
-
- Requirements
- Ideation
- AI prototyping
- UX research
- UI design
- Developer handover
- Year:
- 2026
Challenge
A new HMRC mandate — and 864,000 business owners who'd rather not think about it
Self-employed business owners were required to start filing records of their business income four times instead of once per year. ANNA needed a product that made an unfamiliar, resisted obligation feel completely doable — without friction that would hurt conversion.
Examples of
Key Design Decisions
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Optimised onboarding
Steps were broken into small manageable steps and complex aspects were made skippable to optimise onboarding completion.
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Automation first
I prioritised taking work out of users’ hands. Instead of entering numbers, they simply review totals that are calculated for them.
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Based on research
I conducted in-app research and user testing, then used the insight to add a new filing method by spreadsheet upload.
Outcomes
The impact
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26.6%
Activation rate through onboarding, use, and successful HMRC filing. Above the FinTech average of 22%
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60.6%
Good onboarding completion — navigating complex HMRC dependencies
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Achieved
A fully functional stream of users signing up and filing – ready to monetise
View the complete case study
See the full process, from research to final designs, in my Figma Slides deck.
Contact me to request the password