Avalara Returns


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 Returns was a vital companion to the AvaTax service. It needed to be integrated seamlessly into the new AvaTax offering. It also needed to achieve the following business goals:


  • Encourage customers to buy or upgrade the Returns service by demonstrating value to the user as soon as possible.
  • Automate purchasing and on-boarding so that the business can scale.
  • Reduce monthly support calls by making the process and interface self-explanatory.
  • Reduce filing errors by enforcing tax authority rules through the interface.

The Solution

The first version of Returns integration and re-design was completed with the new AvaTax customer experience in early 2016. it featured the following:


  • A task-focused Returns “Dashboard” that presented answers to the most frequently asked questions at a glance.
  • A “zero-touch” purchase and on-boarding flow that enable customers to opt-in to and configure the Returns service without assistance from Sales or Support.
  • An interaction model that tied returns and transactions to tax-authorities in an intuitive fashion, reducing confusion and filing errors.