In-app taxes

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Enabling simple and secure tax payments for Brazilian microentrepreneurs through Nubank’s business account at one of the world’s largest digital financial institutions, serving over 100 million customers globally.

Client

Nubank

Year

2023

Role

Lead product design

Problem context

Monthly DAS tax payments are a recurring obligation for Brazilian microentrepreneurs, but the process traditionally happens outside the banking environment, in government platforms perceived as bureaucratic, limited, and complex.
Even though the process itself is simple, the perceived risk of making a mistake leads many users to rely on intermediaries to handle the payment.

This created an opportunity to bring a sensitive and critical moment of the financial journey into Nubank’s business account, reducing friction while increasing clarity and confidence.

The solution

I designed and led the delivery of the DAS generation and payment experience directly within the Nubank app, integrated into the business account.

The solution was built to reduce cognitive load and eliminate the possibility of error, clearly guiding users on what was being paid, the reference period, and the correct confirmation of the transaction. The focus was to transform a sensitive moment into a simple, trustworthy, and repeatable experience.

The final result was a streamlined journey with high visual fidelity, designed to work without the need for external support or prior tax knowledge.

My role

I acted as the designer responsible for the end-to-end experience, defining decision criteria, scope cuts, and prioritization throughout the project.

I led discussions with product, engineering, and senior leadership stakeholders, defined the usability testing strategy, made decisions about when the solution was mature enough to move into implementation, and adjusted the product direction based on MVP learnings—always balancing user needs, business goals, and technical constraints.

Impact

After the rollout to 100% of the PJ user base and six months of analysis:

The monthly volume of DAS payments increased from 88,000 to 260,000
There was a 1.7 percentage point increase in activity within the PJ Account
Retention remained at 90% for three consecutive months

made in Brazil