Contabilizei serves thousands of entrepreneurs opening their first company in Brazil. In the first weeks after account opening, many customers felt uncertain about their basic monthly tax routines: how to issue service invoices, how taxes are calculated and paid, and how the owner's salary — known in Brazil as pró-labore, the mandatory salary business owners pay themselves — works. These questions quickly turned into support tickets, creating friction right at the start of the customer journey. As the Product Designer responsible for the project end-to-end, my challenge was to design a web onboarding experience that could educate customers without overwhelming them, personalize the experience through a few profile inputs, and reduce the repetitive support demand around these topics.

Starting from recurring patterns identified with the Support team, I structured the flow around three principles: educate through progressive disclosure and plain language; personalize, generating a tax estimate from the customer's inputs; and drive action, culminating in the issuing of their first service invoice — with an assisted onboarding option for those who preferred guided support. I owned the journey architecture, UI, microcopy, prototyping, handoff, and design QA, in close partnership with CS, tax specialists, and Engineering. The flow reduced support calls related to the covered topics by 30%, freeing the support team to focus on more complex issues and helping customers begin their journey with greater clarity and confidence.