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Forget Everything You Know About Traditional Tax

Swiss tax returns are notoriously complicated, lengthy and expensive to complete. Each of the 26 Swiss cantons has its own tax regime, rules and form. Taxly helps customers digitally create and submit their tax returns in less than 10 minutes.

Defining the Problem

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

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My role

I worked on the project from the very beginning - building the base and all the following stages. As a Senior UI & Motion 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 part of the project was to imagine and animate the look and behaviour for the app mascot - Roger the cuckoo bird. We tested different concepts, styles and communication models.

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 realised that no matter how much we simplified the process, there is little way to get around the fact that – simply put – there is nothing fun about tax.


What we identified was that characterisation 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 recognised that tax sucks.

Taxly strongly believes that Climate Change is the most pressing issue of our time. In its current form, industry grows at the expense of the planet. For every donation made by the customers, Taxly will donate the same amount to an enviromental charity. The language used on social channels and in the press will be strongly focused on the role that Taxly takes in saving the planet.


After quite a bit of exploration, one of our team came out with a quote from Orson Wells referencing, a) the Swiss and b) a cuckoo clock. Working with a scriptwriter we began to flesh out Roger ‘The Tax Boss’ – a sardonic, almost sarcastic, Hank Moody type cuckoo that would guide you through your tax submission.

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Roger AI, the cuckoo bird
- reactions and rigging

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

“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.ch

10,000


Registrations

on launch

26


Live across 26 cantons for MVP

900%


Reduction in cost to complete a tax return

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