Tax Automation for American Expats

We aimed to ensure that U.S. individuals with foreign bank accounts, particularly those living abroad, comply with the requirement to submit an FBAR (Foreign Bank Account Report) when the total amount in their foreign accounts exceeds $10,000 during the year and to provide information and support for those facing challenges in fulfilling this financial reporting obligation.
Landing page for fintech product
Company
Canua is the first-ever personal finance automation platform.
Industry
Fintech, Banking, Crypto
Role
Lead Product Designer
Key Areas
Product design
SAAS
UX Design
Product Strategy
User research
Usability testing

About

Suppose you're a person in the United States with money in foreign bank accounts or the authority to sign off on them. In that case, you need to submit a document called an FBAR if the total amount in those foreign accounts goes above $10,000 at any point during the year.

Since this mostly concerns Americans who live abroad, they typically handle these filings either on their own or by hiring an accountant. Filing the FBAR can be challenging if done solo because you need to report the highest balance in your foreign accounts for the year to authorities. On the flip side, accountants who are knowledgeable about U.S. regulations can be pretty expensive.

Stats & Results

Timeframe
4 weeks
Team
7 people
Sales
+120%
Conversion
+360%

The Design Process

01
Research
I conducted user interviews to gain insights, delved into scientific journal articles to deepen my understanding, performed a competitor analysis, and actively monitored platforms like Reddit to gauge public sentiment and engagement surrounding the topic.
02
Ideate & Define
In pursuit of a comprehensive understanding of the project's challenges, which encompassed both user and business aspects, we generated numerous visualizations and conducted a series of workshops. These efforts aimed to illuminate user needs and pain points, fostering transparency for the entire team, and facilitating brainstorming sessions to explore potential solutions.
03
UI & Prototype
Following the initial stages of sketching and wireframing, I proceeded to design the user interfaces (UIs) for the web application. Additionally, I engaged in prototyping and crafted micro-interactions as integral components of this creative process.
04
Usability Testing
Before rolling out new features, we conducted usability tests to guarantee that our solutions catered to the needs of expatriates, offering utility, value, and clarity.
05
CRO & Live Testing
We conducted numerous A/B and multivariate tests utilizing Posthog for data analysis and optimization.
06
Restart
As soon as a feature went live in production, we promptly shifted our focus to developing the next feature in our pipeline.

Personas & Targets

While our initial focus was on American expats, our research revealed additional target groups. To broaden our services beyond FBAR, we sought to address financial automation for segments with intricate needs, including startup employees and founders managing stock options, startup investors handling multiple investments, individuals navigating crypto amid regulatory changes, and small business owners and side hustlers who often overlook financial benefits.

Fintech target groups
Persona for fintech webapp
Persona for fintech app
Persona for fintech product

Competitor Analysis

Existing solutions place excessive demands on users. Traditional Personal Finance Management (PFM) and budgeting tools require users to manually oversee their spending and assets, which, despite good intentions, often leads to abandonment. Additionally, many contemporary tools are excessively specialized, either in terms of geographic focus or asset type, resulting in the creation of yet another isolated data silo.

Market research of fintech products

Wireframes

Wireframe of information about the FBAR flowWireframe of selecting taxing entityWireframe of entering personal data during the FBAR flow
Wireframe of adding personal data during the FBAR flowFBAR confirmation wireframe

UI

Fintech automations feature
Filing FBAR status inside appMobile design for the FBAR flow
Informing users of the FBAR processSelecting account type during the FBAR process
Selecting country during the FBAR flowEntering personal data during the FBAR flow
Filling out FBAR automationFBAR printed version