Manu Abuín - AI & Product

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VP of Product / Design

I had the privilege of leading a talented team of designers and product managers to scale TaxDown’s platform across Spain and Latin America.

We streamlined the product experience, combining AI-driven solutions and user-centric design principles to simplify tax filing processes for thousands of users. By aligning business objectives with user needs, we enhanced customer satisfaction, optimized workflows, and drove measurable business growth.

Challenge Scaling up International Income Tax Returns

1. Context & Business Challenge

TaxDown faced two key challenges in its growth strategy:

Highly seasonal user engagement: Most users only used the platform during tax season, affecting retention.
Friction in onboarding: Many users abandoned the process before completing their tax filing.
International expansion complexity: Each country had different tax regulations, making scalability a challenge.

Highly seasonal user engagement: Most users only used the platform during tax season, affecting retention.
Friction in onboarding: Many users abandoned the process before completing their tax filing.
International expansion complexity: Each country had different tax regulations, making scalability a challenge.

Key Business Objectives:

Increase new user conversion rates, reducing friction in onboarding
Improve year-over-year retention, providing value beyond tax season
Expand into new markets efficiently without duplicating development costs

Increase new user conversion rates, reducing friction in onboarding
Improve year-over-year retention, providing value beyond tax season
Expand into new markets efficiently without duplicating development costs

2. My Role & Strategy

Defined a retention strategy

integrating recurring value-added features.

Defined a retention strategy

integrating recurring value-added features.

Led the optimization of the onboarding process

reducing friction and improving conversion rates.

Designed a modular product architecture

allowing efficient scalability into LATAM markets.

Leveraged AI & automation

to simplify tax filing processes for users.

3. Key Actions & Implemented Solutions

Streamlined the onboarding flow

reducing unnecessary steps and personalizing the experience.

Launched a suite of financial tools

including tax simulations and personalized recommendations.

Modularized the product architecture

enabling expansion into LATAM markets with minimal adaptation.

4. Measurable Impact & Results

+22%

improvement in onboarding conversion rates.

+22%

improvement in onboarding conversion rates.

+18%

increase in user retention year-over-year

thanks to new continuous value features.

+18%

increase in user retention year-over-year

thanks to new continuous value features.

-30%

development cost

demonstrating a sucessful expansion into LATAM

-30%

development cost

demonstrating a sucessful expansion into LATAM

+15%

revenue impact

having an increase in premium plan conversions.

+15%

revenue impact

having an increase in premium plan conversions.

Another Work?

Biotech

AI & No-code

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