Uber
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
Product Management & Engineering
Tech stack
Design & AI
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.
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.
Insights
Upfront didn't mean compliant
Requiring tax verification before access didn't guarantee the compliance it was built for — in one major market, only a minority of drivers were compliant despite it.
1 bottleneck, 2 verticals
In Delivery, tax info gated both going online and triggering the background check — a single stall point blocking two paths to activation at once.
Fraud checks blocked before earning began
Validation logic catching tax ID and name mismatches sat inside the onboarding funnel itself, blocking access before a driver had earned anything.
The form didn't know who it was talking to
Labels didn't distinguish individual filers from business ones, and unrelated fields were grouped as if connected — small confusions stacked on top of a hard gate.
