juw-an ltd

Tax and Financial Services

The Challenge

JU-WAN LTD had been operating as a traditional tax and finance consultancy for over a decade, relying entirely on manual processes. Clients would visit the office, drop off physical documents, and wait for phone calls about their application status. This approach created several problems:

  • Client Frustration: Customers constantly called asking "What's the status of my application?"

  • Operational Inefficiency: Staff spent 40% of their time answering status inquiries instead of working on actual tax preparation

  • Document Chaos: Physical files were scattered across multiple filing cabinets, leading to lost documents and delays

  • Limited Growth: The manual process couldn't scale beyond their current client base of 200 active customers

  • Competitive Disadvantage: Newer firms were attracting clients with digital-first approaches

The company's owner realized that without modernization, JU-WAN would lose market share to more tech-savvy competitors.

Research & Discovery

User Research

We conducted interviews with 25 existing clients and 15 potential customers to understand their pain points:

Existing Clients:

  • 78% wanted to track their application progress online

  • 65% preferred uploading documents digitally

  • 89% were frustrated by the lack of communication during the process

  • 52% had considered switching to competitors for better service

Potential Clients:

  • 92% expected a professional website before considering the service

  • 71% wouldn't use a service without online capabilities

  • 84% wanted transparent pricing information upfront

Competitive Analysis

We analyzed 12 competing tax services in the UK market:

  • 83% offered client portals

  • 67% provided real-time status tracking

  • 58% had mobile-responsive experiences

  • Only 25% offered comprehensive document management

Technical Audit

The existing infrastructure assessment revealed:

  • No digital systems beyond basic email

  • All client data stored in physical files

  • No backup or disaster recovery procedures

  • Staff using personal devices for work communication

Solution Strategy

Phase 1: Foundation

  • Build a professional landing page to establish credibility

  • Create a secure client portal for existing customers

  • Implement basic document upload functionality

Phase 2: Enhancement

  • Add real-time progress tracking

  • Integrate email notifications

  • Develop mobile-responsive design

  • Create admin dashboard for staff

Phase 3: Optimization

  • Advanced document management with version control

  • Automated workflow triggers

  • Client communication center

  • Performance analytics and reporting

My Design Process

As the sole UI designer on this project, I was responsible for creating the entire visual experience across three distinct platforms: the public-facing landing page, the client web application, and the admin dashboard. Each platform required different design approaches while maintaining a cohesive brand experience.

Design Brief & Requirements

Project Requirements: The client needed a complete digital transformation from their manual operations. I was provided with business requirements and user pain points gathered by the project team:

Key User Pain Points:

  • Clients felt "left in the dark" during the tax preparation process

  • The uncertainty created more stress than the actual tax complexity

  • Visual progress indicators were crucial for peace of mind

  • Mobile access was essential for busy professionals

  • Trust signals were paramount when dealing with sensitive financial data

Design Challenge: Create three distinct but cohesive digital experiences: a professional landing page to attract new clients, an intuitive client portal for service management, and an efficient admin dashboard for staff workflow optimization.

Information Architecture & User Flows

Site Mapping Process: I created comprehensive site maps for all three platforms, mapping every possible user journey:

  • Landing Page: 1 key page with 15 conversion touchpoints

  • Client Portal: 23 unique screens with 47 modal interactions

  • Admin Dashboard: 31 screens covering the complete workflow management

User Journey Mapping: I mapped out three critical user journeys:

  1. New Client Onboarding: From landing page discovery to first document upload (12 touchpoints)

  2. Service Progress Tracking: From submission to completion (8 key interaction points)

  3. Admin Workflow Management: From client intake to service delivery (15 workflow stages)

Visual Design Strategy

Brand Identity & Visual Design

Logo Design: I designed a logo for JU-WAN LTD. The new logo features:

  • Clean, modern typography that conveys professionalism

  • Subtle geometric elements that suggest precision and structure

  • Balanced proportions that work across digital and print applications

  • Scalable design that maintains clarity at all sizes

Color Palette Creation: I developed a strategic color palette based on psychology and industry standards:

  • Primary Background (#111033): Deep, sophisticated dark tone that conveys premium quality and focus

  • Primary Action (#FF6636): Vibrant orange for buttons and calls-to-action that creates energy and encourages interaction

  • Supporting Colors: Additional neutral tones to complement the primary palette

Typography System: Selected Tasa Orbiter Display as the primary typeface:

  • Tasa Orbiter Display: A distinctive, modern typeface that balances professionalism with approachability, providing excellent readability while maintaining a unique brand personality

Visual Design Strategy: My approach focused on creating a premium, trustworthy appearance that would differentiate JU-WAN from competitors while remaining approachable for diverse client demographics.

Design System Development: I built a comprehensive design system with 47 reusable components:

  • Buttons: 8 variants for different contexts and hierarchies

  • Forms: 15 input types with validation states

  • Navigation: 4 navigation patterns for different user contexts

  • Data Display: 12 components for presenting complex financial information

  • Feedback: 6 notification and alert patterns

Platform-Specific Design Approaches

Landing Page Design
Client Web Application
Admin Dashboard

Design Validation & Iteration

Prototype Testing: I created high-fidelity prototypes for each platform and conducted usability testing:

  • Landing Page: 15 users tested conversion flows

  • Client Portal: 20 existing clients tested core workflows

  • Admin Dashboard: 5 staff members tested daily operations

Key Iterations Based on Testing:

  • Simplified Registration: Reduced form fields from 12 to 6 after testing showed 40% dropoff

  • Enhanced Progress Tracking: Added estimated completion dates after users expressed anxiety about timelines

  • Improved Mobile Navigation: Redesigned hamburger menu after users couldn't find key features

  • Admin Workflow Optimization: Consolidated task management after staff reported confusion

Design Impact & Results

User Interface Performance

Landing Page Conversion:

  • Bounce rate decreased from 78% to 34% after implementing progressive disclosure design

  • Contact form completion improved by 156% with simplified form design

  • Time on page increased by 89% through engaging visual storytelling

Client Portal Adoption:

  • 95% of clients actively use the portal within first week of launch

  • Document upload completion rate: 97% with drag-and-drop interface

  • Support ticket reduction by 67% due to clear progress visualization

  • Mobile usage accounts for 43% of total portal interactions

Admin Dashboard Efficiency:

  • Task completion time reduced by 43% through workflow optimization

  • User error rates decreased by 78% with improved information hierarchy

  • Staff onboarding time cut from 2 weeks to 3 days with intuitive interface design

Design Validation Metrics

User Satisfaction Scores:

  • Landing page user experience: 4.6/5

  • Client portal usability: 4.7/5

  • Admin dashboard efficiency: 4.5/5

Accessibility Compliance:

  • WCAG 2.1 AA standards met across all platforms

  • Screen reader compatibility tested and verified

  • Keyboard navigation fully functional

  • Color contrast ratios exceed requirements

Design Tools & Methodology

Design Tools Used:

  • Figma: Primary design and prototyping tool

  • Optimal Workshop: Information architecture testing

  • Hotjar: User behavior analysis and heatmapping

Design Process:

  1. Research Phase: User interviews, competitive analysis, stakeholder workshops

  2. Information Architecture: Site mapping, user flow creation, content strategy

  3. Wireframing: Low-fidelity layouts focusing on functionality

  4. Visual Design: High-fidelity mockups with brand application

  5. Prototyping: Interactive prototypes for user testing

  6. Testing & Iteration: Usability testing with real users and stakeholders

  7. Design System: Component library and style guide creation

  8. Handoff: Detailed specifications and developer collaboration

Key Design Decisions

  • Immediate Feedback: All user actions receive instant visual confirmation

  • Progressive Disclosure: Complex information revealed gradually to avoid overwhelm

  • Consistent Patterns: Similar interactions behave identically across all platforms

  • Error Prevention: Form validation and helpful guidance prevent user mistakes

Conclusion

The project's success demonstrates the impact of thoughtful UI design on business outcomes. By focusing on user research, iterative design, and careful attention to trust-building elements, the design contributed significantly to improved client satisfaction, operational efficiency, and business growth.

The experience reinforced the importance of designing for emotional as well as functional needs, particularly in sensitive domains like financial services where trust and transparency are paramount.

Experience design like never before.

Experience design like never before.

Experience design like never before.