Tanvir Ahassan
All work

2024 • Website Redesign • Fintech

TaxRise

I redesigned TaxRise's marketing site around clearer service paths, stronger proof and a consultation flow that makes the next step obvious.

TaxRise homepage with a 'Let's resolve your tax issues' hero and a client results section, shown on desktop and mobile
Role
Sole UI/UX Designer
Industry
Fintech
Platform
Desktop & Mobile
Year
2024
Duration
6 months
Read
2 min

The challenge

Tax relief is already hard to understand. The website added another layer of friction through inconsistent pages, scattered proof and unclear next steps. The redesign had to make the path to expert help feel simpler and more credible.

Primary audiences

People looking for tax relief
Need to understand their options, judge whether the company is credible and know how to start.
Internal teams (SEO and marketing)
Need repeatable page structures they can extend for new services, content and campaigns.

What shaped the work

Conversations with stakeholders, SEO and marketing surfaced one shared problem: the site had grown page by page, without a consistent route from a tax question to a consultation.

Insights

  • Service pages used different patterns, so the next step changed as people moved through the site.
  • Customer stories, case results and enrolled-agent credentials were separated from the moments when people were deciding whether to trust the company.
  • Marketing needed a page system that could support new campaigns without redesigning each one from scratch.
Competitor analysis1 note
  • The comparison focused on how tax-relief sites explain services, place customer proof and repeat the consultation action.

Key decisions

What I changed and why

A consistent service-page system
Created a repeatable hierarchy for complex tax topics, supporting proof and a clear next step.
Trust before conversion
Brought customer stories, case results and enrolled-agent credentials into the points where people decide whether to continue.
A clearer consultation handoff
Reworked the consultation page around a focused form and a straightforward explanation of what happens next.
Before and after comparison of the TaxRise free consultation page — the dense old layout beside the redesigned version with a clearer form and an expectations section

Before and after — free consultation

Before and after — free consultation — click to enlarge
TaxRise customer stories page on mobile, beside a full story about a $206,000 IRS liability settled for $650

Customer stories

Customer stories — click to enlarge
Team page on mobile showing the executive team, beside enrolled agent profiles with case counts

Team and enrolled agents

Team and enrolled agents — click to enlarge
Angled view of mobile screens — tax relief services, blog listing, and about page

Mobile flow

Mobile flow — click to enlarge
Selected user flows2 notes

  1. Find the Right Service

    1. Homepage
    2. Explore tax problem
    3. Review service
    4. Start consultation

  2. Evaluate Trust

    1. Service page
    2. Customer story or case result
    3. Team credentials
    4. Consultation
Wireframes2 notes
  • Started with low-fidelity page structures for services, proof and consultation.
  • Refined the high-fidelity system with stakeholder feedback across roughly 30 screens.
Visual direction2 notes
  • Built a consistent visual system for type, colour, components and page hierarchy.
  • Used customer stories, case results and team credentials as part of the information hierarchy, not as decoration.

More work.

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