Taxer
Client
Taxer
Year
2025
Overview
Three focused deliverables — paywall cards, a plan badge, and a pricing page redesign — each designed to move users from Basic to Premium without breaking the existing product experience.
Taxer is a Ukrainian accounting SaaS for individual entrepreneurs (ФОП) — tax reports, payment history, Monobank sync, messenger notifications. The product already had an active user base on the Basic plan. The challenge: convert them to Premium through design, not through pressure.
Scope of Work
Background
An established product with an underperforming upgrade path.
Taxer had a working product and a loyal user base — but no clear moment inside the cabinet where a user would discover, understand, or want to upgrade to Premium. The pricing page existed but felt dated and didn't communicate the value gap between Basic and Premium effectively.
Premium unlocked six meaningful features:
Automated reports
Data accuracy validation
Monobank synchronization
Payment history storage
Messenger notifications
Report acceptance control
The features were strong. The design wasn't selling them.
Challange
Three deliverables. One goal: conversion.
1 — Paywall cards inside the cabinet Users on Basic had no visual moment that surfaced Premium. New cards needed to communicate the value of each Premium feature clearly — and match the existing UI so they felt native, not like an ad.
2 — Current plan badge Users didn't know which plan they were on. A small persistent badge in the cabinet would surface their current tier and give direct access to the upgrade flow — without being intrusive.
3 — Pricing page redesign The existing /prices page needed a new hero, updated plan cards, and a comparison table that made the Basic vs Premium gap legible at a glance. A testimonials section was also designed — the client chose to hold it from the current release, keeping it available for a future iteration.
All three had to follow Taxer's existing brand guidelines and component style — no visual drift from the product people already know.
Discovery
Guidelines first. Conversion second.
Before any design, I audited Taxer's existing UI system — typography, color tokens, card styles, button hierarchy, spacing — to understand the rules before extending them.
Key findings:
The existing cabinet UI used a conservative, utility-first style — high information density, minimal decoration
The pricing page had no visual hierarchy between plans — Basic and Premium looked equivalent in weight
No feature comparison existed — users had to infer what Premium added
The upgrade path required navigating away from the cabinet entirely — high friction
Competitive reference: Ukrainian and Eastern European SaaS pricing patterns from Monobank, Checkbox, and Vchasno — products in a similar regulatory/trust context.
Thinking
Match the system. Then push the conversion.
Paywall cards Each card mapped to one Premium feature with a clear headline, short description, and a visual icon from the new icon set. Card style extended existing Taxer components — same radius, same type scale, same grid. The only deliberate departure: a subtle Premium accent color to signal upsell without clashing.
Plan badge Designed as a small persistent element in the cabinet header — shows current plan name (Basic / Premium / Corporate) and a single CTA that opens the paywall. Small enough to be ambient, visible enough to create a consistent reminder. Users on Basic see a soft upgrade prompt; Premium users see confirmation of their status.
Pricing page — redesign
Hero: new headline hierarchy that led with the user benefit, not the product name
Plan cards: visual weight differentiation — Basic as utility, Premium as the obvious choice, Corporate as enterprise
Comparison table: explicit feature-by-feature breakdown of Basic vs Premium — the clearest conversion tool on the page
Testimonials: designed and delivered; client decision to hold from current release — available for next iteration
Mobile adaptive: full responsive layout for all three deliverables
Outcome
All design aligned with Taxer's existing guidelines — zero visual drift from the live product.
Deliverable | Detail |
|---|---|
Icon set | Custom icons for cabinet and pricing page |
Paywall cards | 6 feature cards mapped to Premium benefits |
Plan badge | Cabinet header element with CTA to upgrade |
Pricing page hero | New headline + visual hierarchy |
Plan cards redesign | Basic · Premium · Corporate |
Comparison table | Basic vs Premium feature breakdown |
Testimonials section | Designed · held from current release |
Mobile adaptive | Full responsive for all deliverables |
Results
Impact on conversion touchpoints:
The combination of three deliverables created a complete upgrade journey inside the product — from ambient awareness (badge) to feature discovery (paywall cards) to decision-making (pricing page). Each touchpoint reduces friction at a different stage of the conversion funnel.
Touchpoint | Role in funnel |
|---|---|
Plan badge | Awareness — user knows their tier |
Paywall cards | Consideration — user understands Premium value |
Pricing page | Decision — user compares and pays |
Testimonial
"Everything was great, thank you! I really enjoyed the communicatio -fast alignment, always responsive. The communication was excellent throughout the whole process. Oleksandr was incredibly open to design experiments while sharing his own professional insights and advice that made the final product much stronger. This is already our second time working together, and his expertise always delivers. Highly recommended!"
Denys Sabanadze
Managing Director ∙ Taxer