Uber

Redesigning Uber's Mexico tax flow to turn a 70% drop-off into a clear reason to finish

Redesigning Uber's Mexico tax flow to turn a 70% drop-off into a clear reason to finish

Due to my NDA, I can't share actual imagery, data, or volumes from this project. What you see here is recreated for illustration — the strategy, design thinking, and decision-making logic stay true to the original work.

Due to my NDA, I can't share actual imagery, data, or volumes from this project. What you see here is recreated for illustration — the strategy, design thinking, and decision-making logic stay true to the original work.

Results

User profiles

+31%

Same-week tax profile submissions within 3 weeks of launch

Direct impact

-33%

Drop in tax ID mismatch failures

Submissions

86% → 93%

Cross-check eligible submissions up 7pp

Team

Product Design

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Product Management & Engineering

Tech stack

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Design & AI

Overview

The tax form was the most confusing step in Mexico's onboarding funnel — up to 70% of high-intent earners dropped off in Delivery, 58% in Mobility. Earners routinely entered the wrong legal name, tax regime, and postal code, with no explanation of why these fields mattered. I approached completion as a motivation problem, not just a usability one: earners now see the real financial trade-off upfront — 10.5% tax withholding with a registered tax ID versus 36% without — backed by smarter defaults, a direct pathway to register a tax ID, and contextual guidance matched to each earner type.

The tax form was the most confusing step in Mexico's onboarding funnel — up to 70% of high-intent earners dropped off in Delivery, 58% in Mobility. Earners routinely entered the wrong legal name, tax regime, and postal code, with no explanation of why these fields mattered. I approached completion as a motivation problem, not just a usability one: earners now see the real financial trade-off upfront — 10.5% tax withholding with a registered tax ID versus 36% without — backed by smarter defaults, a direct pathway to register a tax ID, and contextual guidance matched to each earner type.

Role

Led end-to-end design and partnered with the research and data teams from initial concept through launch. Beyond the shipped experience, I scoped and proposed the next-phase opportunity — moving tax verification post-onboarding — sizing the projected upside and risk trade-offs for the business case.

Led end-to-end design and partnered with the research and data teams from initial concept through launch. Beyond the shipped experience, I scoped and proposed the next-phase opportunity — moving tax verification post-onboarding — sizing the projected upside and risk trade-offs for the business case.

Work

User and business problems

No visibility into the cost of skipping tax registration

No explanation for how to fill out legal name, tax regime, or postal code correctly

No in-flow way to register a missing tax ID

Our solutions

Real trade-off shown upfront — 10.5% withholding with a registered tax ID vs. 36% without

Field-level guidance matched to tax category type, including exact-match prompts against official records

A direct pathway to register a missing tax ID from inside the form

Key deliverables

01

Reusable component library

Master reusable components for desktop and mobile

02

Tone & terminology guide

Context documentation covering tone of voice and tax and legal terminology

03

AI-coded prototype

An AI-vibe-coded, scalable prototype built for leadership demos and live presentations

04

Cross-market template system

A full component library built with Figma, Claude Code + Cursor — for faster, in-house form creation as new markets come online.

What’s next?

View All Works

Built an AI matchmaking platform from 0→1 — connecting startups with private investors

Onboarded 100+ private funds post-launch

Secured $2M national funding to expand AI capabilities

Built an AI matchmaking platform from 0→1 — connecting startups with private investors

Onboarded 100+ private funds post-launch

Secured $2M national funding to expand AI capabilities

Internal finance ecosystem & its supporting systems

Unifying design across three internal finance domains and the 12+ tools cross-functional teams rely on every day.