Uber

Redesigning Uber's US W9 tax flow to turn a compliance crisis into a guided, scalable experience

Redesigning Uber's US W9 tax flow to turn a compliance crisis into a guided, scalable experience

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.

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

Users impacted

5M+

U.S. earners covered by a redesigned tax form

Documents generated

2M+

Tax forms generated

Compliance

5.6% -> 23%

Completion moved from 5.6% toward a compliant threshold

Team

Product Design

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Product Management & Engineering

Tech stack

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Design & AI

Overview

Tax profile completion sat at 5.6% among U.S. drivers and couriers, despite being mandatory for IRS 1099 reporting. Uber already had the data it needed — legal name, SSN, address — but only SSN carried into the form, and validation ran offline after submission with no way to catch a mismatch before it became a support ticket or a $180 penalty Uber had already absorbed once. I redesigned the flow to auto-fill known data, validate inline, and prompt review proactively — turning a legal obligation nobody understood into a guided path earners could complete correctly in one sitting.

Role

Led end-to-end design and was embedded with the research team from the first redesigned iteration through public launch. Owned the product experience in full — auto-fill logic, inline validation, and the review flow — working directly with compliance and engineering along the way.

Led end-to-end design and was embedded with the research team from the first redesigned iteration through public launch. Owned the product experience in full — auto-fill logic, inline validation, and the review flow — working directly with compliance and engineering along the way.

Work

User and business problems

No context or purpose upfront

Ambiguous entry point

Certifications buried in dialogs

No way to review a submitted profile

Our solutions

Context and purpose upfront, with a clear CTA

Tax category preference set from the start

Certifications surfaced at upper layer

One linear scrollable form

A new read-only review mode for a confident final check

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