FYNO Tax
From bare-bones form to 90%+ activation rate in 4 weeks.
Business context
FYNO helps young Swiss people manage their personal finances.
Since we started building FYNO at the beginning of the year, we wanted to leverage the coming tax season as a first introduction to the brand with an offering we could generate leads from.
The problem
People aren't aware of the relevant deductions applicable to them due to poor finance education and complex tax system, making them lose money every year.
The Solution
"FYNO Tax", a self serve tax deductions identifier and filing organizer.
Finance made warm
Taking the form we already built in our testing mvp as the staring point, I focused on bringing a sense of personality and care. Turning a threatening form about your personal finance details to a personal supportive experience.
Before
After
I used Swiss canton flags instead of the typical select component to bring a sense of personalization and local pride into the onboarding experience.
Empty state
Name
Canton + name input
Elia
Account verified
Elia
Before
After
Impact
Product onboarding: 90-100% activation rate
0-800+ users in 6 weeks
Poor monetization (learnings below)
Learnings
Even though activation rates were very high, we saw people didn't convert to paid plans offering greater support with their tax filing.
This gave us a very strong signal that our target audience at the time (20-30) with first jobs might have too small of willingness to pay when it comes to something they don't actively lose money on.
This led us to change our strategy to targeting use cases with a higher budget + urgency such as couples having a baby and buying a home as segments to solve for.
