Company Accounts PDF Approval
I increased PDF approvals 84% by designing a mobile approval flow and co-creating an AI agent that helps customers fix their accounting issues.
- What I did:
-
- Ideation
- Research
- Flow diagrams
- AI prototyping
- UI design
- Year:
- 2026
Challenge
Only a fraction of customers were approving the one document that kept their ANNA subscription alive
Company owners must approve their Company Accounts and Corporation Tax Return every year, and filing them was the cornerstone of their paid subscription. But approvals were critically low. Many PDFs were stuck behind accounting issues that support staff chased by hand, and when they were ready they could only be approved on the web.
Examples of
Key Design Decisions
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An AI agent to clear blockers
Accounting issues stopped PDFs being made. I worked with data scientists on an AI agent that walks customers through each fix in chat, in plain English.
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Approve it on your phone
A chat message opens a short summary, then the PDF. Showing the tax bill first stops people approving the wrong numbers.
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Improved awareness
Only 42% of users were seeing the original chat message. I added banners to the Corporation Tax card and page, where customers go frequently.
Outcomes
The impact
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84%
More PDFs approved in the 90 days after release
-
80%
Task completion rate: in August 2026, the AI agent had resolved 80% of July’s accounting tasks with users, so their PDFs could be sent
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Achieved
ANNA can now provide business owners a self-service end-to-end filing experience. A key part of the Auto Accountant product
View the complete case study
See the full process, from research to final designs, in my Figma Slides deck.
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