Forget Everything You Know About Traditional Tax

Swiss tax returns are notoriously complicated, lengthy and expensive to complete. Taxly helps you digitally create and submit tax returns in less than 10 minutes.

Tax is not sexy thing to the younger crowd - especially if it's obligatory to fill up your own return. It's stressful, boring and complicated... How to make things easy, fun & attract people under 26 years old?


My Role

I worked on the project from the very beginning - building the base and all the following stages. As a Senior Product Designer, I was responsible for developing the UI architecture and system, along with collaborating on the direction and tone of voice & scaling the Design and Interaction System across the entire app. The focus was on the input fields & buttons and their interaction within the user journey. The Motion Design part of the project was to imagine and animate the look and behavior for the app mascot - Roger the cuckoo bird. We tested different concepts, styles, and communication models.


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Brand Expression

When Taxly first approached us, they had nothing but a name, an idea, and a determination to disrupt the industry in the same way Lemonade had for insurance, and Monzo had for banking. When we began creating the experience, we quickly realized that no matter how much we simplified the process, get around the fact that there is nothing fun about tax. What we identified was that characterization would not only meet the ambitions of Taxly's investors but that we had an opportunity to create a voice that could join the customer on their journey, a voice that also recognized that tax sucks.


Taxly strongly believes that Climate Change is the most pressing issue of our time. For every donation made by the customers, Taxly will donate the same amount to an environmental charity. The language used on social & in the press will be strongly focused on the role that Taxly takes in saving the planet.


Roger AI, the coocko bird
- reactions and rigging

The Taxly mascot, Roger, is a very expressive and helpful character - although his personality is quite sarcastic and self-aware. To design and animate the behavior, I explored various emotional states and rigged the whole range of emotions.


Visual exploration for the mascot - various hand shapes. They will be used in the right moments along the user journey to evoke specific emotions. Gestures are a great communication device!


“We have re-engineered every part of the customer experience and consolidated it across the 26 cantons. The result: A purpose-built, customer-focused, technology first, legacy-free tax system "

- Daniel Kershaw, Founder & CEO, Taxly

Registrations on launch

Live across 26 cantons for MVP

Reduction in cost to complete a tax return

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