TAX PAYMENT GUIDE WEBSITE
Guia IR
Guia IR Icatu Seguros is a website that teaches more than 6.5 million of Icatu Seguro's clients how to pay their tax.
Challenge
To create an easy-to-follow payment tax guide.
My role
Kickoff meetings, stakeholder interview, data audit and user interface design.
01
Meeting the user
PERSONA
Marcos
"I want to fill my tax form as fast as possible."
ABOUT
Age: 20 - 70
Income: More than R$ 1.903,98/month
Technology Proficiency: All levels.
CORE NEEDS
I don't want to lose so much time.
I'm afraid to fill the tax form with any wrong information.
Filling the tax form could be easier.
To feel confident while filling the form.
USER JOURNEY MAP
SWIPE TO VIEW THE FULL TABLE 
| FILLING THE TAX FORM | 1. FROM DESKTOP AND FOLLOWING INSTRUCTIONS FROM A BROWSER TAB |
2. FROM DESKTOP AND FOLLOWING INSTRUCTIONS FROM A MOBILE PHONE OR TABLET. |
|---|---|---|
| MOOD | Bored and doubtful. | Bored and doubtful. |
| DOING | Filling the tax form of all their investments, including Icatu Seguros ones, from home computer. |
Filling the tax form from the computer and with a smartphone in hands. |
| THINKING | I just want to finish filling my tax form as soon as possible and without doing anything wrong. |
Following the guide from my smartphone must be easy. |
| OPPORTUNITIES | To show custom instructions, straight to the point, considering the Icatu Seguros' investments that the user have. |
To provide the easier experience as possible to the user, considering that he's with one hand in the smartphone while filling the tax form at the computer. |
STAKEHOLDER MAP
Clients
Want an easy and fast way to fill their tax form.
Call Center
Wants to reduce the number of clients calling for instructions.
Insurance Broker
Wants to reduce the number of clients asking for instructions.
02
Principles
VALUE PROPOSITION
Guia IR teaches Icatu Seguros' clients how to fill their taxes form in an easy, secure and fast way.
WHAT MAKES USERS LOVE IT
It's straight to the point and friendly.
PRODUCT MAIN GOAL
To make the process of filling the tax form of Icatu Seguros' investments easy and safe, for their 6.5 million clients with all levels of technology proficiency.
KPIS
How to measure success?
Reduce calls to the call center asking for help about filling the tax form.
Save time to perform tasks (fill tax form).
03
Site Map
THREE-STEP NAVIGATION
To provide the right instructions according to the investments that users have, they need to follow a three-step navigation:
- Choose the product that they have.
- Check if they already have the needed documents or inform how to get them.
- Choose what kind of move they did during last year, which impacts on the instructions.
- Finally access instructions.
04
User Interface
MOBILE
Home - Investment product selection
DESKTOP
Home - Investment product selection
User documents check
Filter to give the right instructions
Instructions
STYLE GUIDE
05
Final Words
The most remarkable learning with this project was that users don't always expect to be delighted by the aesthetics of the product. When the user's need is to quickly complete a certain task, which he doesn't like to do, the best way to satisfy him is to provide the shortest, simplest and fastest experience possible.