Avalara AvaTax


2015 – 2016


Director of User Experience

Using a customer-centric approach, helped the business to make strategic decisions. Collaborated with business leadership to define product initiatives. Defined engagement processes for design collaboration throughout the product lifecycle.


User Experience Manager

Lead a team of designers to deliver successful outcomes to meet business goals. Building on the strengths of individual designers, shaped a first class team that aligned the values of UX with the goals of the business. Guided the production team through the design and development process.


Design Lead

Owned the over-all conceptualization of the product experience. Responsible for the delivered design meeting the business and user needs. Engaged with business stakeholders to understand the business and requirements. Engaged with technical stakeholders to understand constraints and efficiencies. Assigned design tasks according to team skill-sets. Engaged in reviews and guidance at every stage of the design and development cycle.



The Need

Avalara needed to re-define its AvaTax customer experience. A variety of issues needed to be addressed that were directly impacting the business:


    • Customer onboarding was a high-touch process that took multiple customer support contacts and 2+ weeks to complete. As a result, many customers were churning out before their setup process was complete.
    • Changing settings was not intuitive and often required support or CAM intervention.
    • The interface was optimized around functional areas rather than user tasks, making discoverability of common activities difficult.
    • The interface design was dated and undermined customer confidence in the Avalara brand as a modern technology leader.

The Solution

Development of the new customer experience was completed in early 2016. it featured the following:


      • A self-service onboarding experience that could be completed in 15-30 minutes.
      • A task-centric navigational architecture that tested very well with existing and prospective customers.
      • Re-invented interfaces for preferences and settings that guided users through configuration.
      • A modern, minimalistic visual design that focused on the content.
      • A highly modular, task-centric approach to interaction design that allowed for rapid iterations in development, as well as enabling dynamic user flows.