Declarando

Renta Revamp

Simplify and automate the renta process to help users save time and money.

Role: Product Designer
Focus: Adoption
Team: 2 product · 6 engineers
Stack: Figma · Hotjar · Amplitude

Adoption

200% Increase in feature adoption

Usage increase, validating the new approach and building stronger user trust in the platform.

New users

3.5× New users year over year

The section became a strong acquisition driver, adding value that helped increase new users YoY.

Experience

Reduced effort and higher confidence

Automation and clear guidance reduced user stress, manual work, and errors, helping users complete their Renta.

Context

Business Context

Filing annual income tax ("Renta") is a mandatory process that most people in Spain must face every year. For freelancers, it's often complex, time-consuming, and stressful, with a high risk of errors or unexpected outcomes if not handled correctly. This can lead to sanctions and is particularly sensitive when dealing with money, especially for freelancers.

Users relied on Declarando throughout the year to complete their regular quarterly taxes, but they weren't using the Renta section. It felt too complicated and didn't inspire trust.

Problem Framing

The main goal was to help users save money, ensuring deductions were correctly applied and opportunities weren't missed. This required designing an experience that felt simple and reassuring while handling complex fiscal logic in the background.

The challenge was to simplify and automate the Renta process without compromising legal accuracy or user trust. The solution had to balance automation with transparency, so users could understand what was happening without needing deep tax knowledge or investing excessive time.

Goal & Hypothesis

Goal

Get more users to their first optimised page, the point where the product actually works for them. That meant collecting the right context upfront, so the product opens with something real instead of blank.

Feature adoption

Flow completion

Users YoY

Hypothesis

If we automate the fiscal logic and show clear, trustworthy outcomes, freelancers will use and complete the Renta section, trust the platform with their hardest filing, and stay on it for the rest of the year.

Design process

Discovery

We analyzed existing flows, usage data, and interviewed users to discover pain points and needs. We also worked closely with the legal team to understand tax rules, corner cases, and constraints.

Define

We defined clear goals and principles for the new experience: reduce manual effort, automate decision-making where possible, and clearly communicate savings and outcomes.

Design

Working closely with legal and dev teams from early sketches, we validated logic and flows throughout the design process. We tackled each flow step by step, using progressive disclosure to avoid overwhelming users.

Deliver

We collaborated with development to build and integrate the new experience, testing with real data scenarios and iterating with the legal team to ensure both accuracy and clarity before release. Testing all scenarios and corner cases was key before launching.

Solution

Renta as a guided wizard that does the fiscal thinking for the user and shows clear, trustworthy results.

Next project

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If you're looking for a product designer — or just want tochat about ideas — feel free to drop me a message.

Always happy to connect.

Let's talk

eosuna4@gmail.com·linkedin/in/elisabetosuna