Personas

MAKING COMPLEX TAX COMPLIANCE TASKS SIMPLER FOR BUSINESSES

Staying compliant with ever-changing sales tax regulations is a challenge for businesses of all sizes. The Avalara user experience seeks to make compliance less of a headache and more of a pleasure. I have been working on U.S. tax product areas for more than 7 years as the company has grown very quickly and customer cohorts have grown and changed along with the product offerings.

Getting it right requires investigation into user taskflows, attitudes, and goals—using user research, personas, support case analysis and other metrics, and cross-organization communication.

Project
B2B web application 

Personas 

My role
Lead, UX Design. (Team included UX Writer and Product Manager.)