http://www.andrewgospe.com/home daily 1.0 2023-01-29 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/578aabdb-471f-4341-8ce4-326d9b884518/30540023.png Andrew Gospe - Andrew is a writer, editor, and musician in Seattle http://www.andrewgospe.com/portfolio-old daily 0.75 2023-04-27 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674945771024-XPW0R8EHZ8P7TZZ17J6G/start-page.png Portfolio-old - State sales-tax registrations A simplified flow for buying state sales-tax registrations https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/5e02257b-4ca2-45df-9c0f-09926975b78f/avalara-logo.png Portfolio-old - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604174806-WQ2R0WHP146MH0DCH79C/Start%2Bpage.jpg Portfolio-old - Tax-compliance questionnaire for small businesses A guided questionnaire to help small businesses decide what tax-compliance products are right for them https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/aaac8447-c8e1-4c2f-a2b6-9b0880a84113/data-dashboard.jpg Portfolio-old - Account page redesign A beginning-to-end reimagining of the customer account experience at Avalara https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928191146-37JICN4MTGJHDJL30FIB/RSB-in-product-upsell.png Portfolio-old - Free-trial pages and online shopping carts A variety of pages that help prospects and customers sign up with minimal friction http://www.andrewgospe.com/portfolio daily 0.75 2024-09-18 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1675376693362-1FK4LLQNQDTI28VJ2FEU/Screen+Shot+2023-02-02+at+2.16.33+PM.png Portfolio https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1675376694516-GCD4S5KZ7D20H6DX3WO8/Screen+Shot+2023-02-02+at+2.20.49+PM.png Portfolio https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1675376700787-D4WSKJSB02HY7MDPRN8U/Screen+Shot+2023-02-02+at+2.24.00+PM.png Portfolio https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/92246254-9c98-4cac-9838-6db6b9ddd5b5/Screen+Shot+2023-01-19+at+1.37.29+PM+resize.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/aaac8447-c8e1-4c2f-a2b6-9b0880a84113/data-dashboard.jpg Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674945771024-XPW0R8EHZ8P7TZZ17J6G/start-page.png Portfolio - Make it stand out Whatever it is, the way you tell your story online can make all the difference. http://www.andrewgospe.com/ux-writing daily 0.75 2023-01-23 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/aaac8447-c8e1-4c2f-a2b6-9b0880a84113/data-dashboard.jpg UX writing - Make it stand out Whatever it is, the way you tell your story online can make all the difference. http://www.andrewgospe.com/account-page-redesign daily 0.75 2023-09-07 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674509386057-W64VIQXMT34WW9SO4P2C/what-you-owe.jpg Account page redesign - What you owe This section explains in plain language why a customer has been invoiced for the amount on her bill. In this example, the customer has an overage. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674509307646-QL2I7FXKXXZGQLEWD252/billable-usage.jpg Account page redesign - Billable usage The section goes one level deeper and explains each component of a customer’s billable usage. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674509350164-SNEVF4VFT63NPD9NAT64/usage-details-full-1.jpg Account page redesign - Billable usage details For customers who want the greatest level of fidelity, this section goes one step further. Not only does it show each component of their bill, it also explains how each of these components was calculated. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674532357239-IZ0VMJ09QURQ9CNZAUYP/account-home.jpg Account page redesign - Product listing The redesigned home page for account consolidates a customer’s products and subscription and highlights top-level usage information. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674532374088-GIY0BCRC7WD1CTC8XXDL/account-with-approaching.jpg Account page redesign Contextual alerts let a customer know they’re approaching an overage. This is mirrored in the Account Balance section, which allows for more conversational messaging. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674532449029-URAV4IO7XZ2OD0M759TH/account-with-overage.jpg Account page redesign https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674532195344-NBC3R6BUAMWK3XSZZVMG/autopay-errors.png Account page redesign - Billing alerts and errors These messages appear on the product listing page and concern overages and automatic payments https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674532424322-V9JISFBQXRKP43BDS239/autopay-alerts-truth-table.jpg Account page redesign - Truth table To write the alerts and error states, I worked with developers to visualize the conditions under which each would appear https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674532306723-NZVZORWG5N12TB4AX7GE/products-and-usage-main.png Account page redesign - Previous state For context, here’s the old version of the account home page. Discoverability, messaging, and ease of use are all vastly improved. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674583004510-BNGJOLGDJWMOX4WSAMZU/AvaTax-dashboard.png Account page redesign - Dashboard for Avalara AvaTax Customers with a subscription to AvaTax (Avalara’s flagship tax calculation product) see this dashboard upon clicking Details on their product listing page. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674583021165-97293HD9SZ2ZRO9WIOCQ/data-dashboard-tips.png Account page redesign - Contextual info tips The information icons from the previous screen display this copy on hover. “Learn more” links to help content. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674583118614-N7B2J19GZRNAN8JP5TM1/usage-data-viz.png Account page redesign - Multiple data sources Customers with multiple connectors (integrations with third-party apps that pull sales data into AvaTax to have tax calculated) can see their usage activity per data source. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674582912695-UPFHVCMA38OAHBMQZJZ1/returns-data-dashboard.png Account page redesign - Data dashboard for sales-tax returns Our design and copy system for data dashboards was extensible—here, usage data for a different Avalara product is displayed. http://www.andrewgospe.com/tax-compliance-questionnaire-for-small-businesses daily 0.75 2023-09-07 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/7393f9ed-4369-495f-9e95-12a2feb302ea/Screen+Shot+2023-01-24+at+3.34.41+PM.png Tax-compliance questionnaire for small businesses - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604174806-WQ2R0WHP146MH0DCH79C/Start%2Bpage.jpg Tax-compliance questionnaire for small businesses - Start page This start page frames the questionnaire as a task that should be quick to complete. Though the ultimate goal is to funnel customers to a specific product, this page (and the questionnaire as a whole) is product-agnostic to facilitate making quick changes to questions and copy. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604205858-0DH7QVDAASC7LM1U4WBD/Q1.jpg Tax-compliance questionnaire for small businesses - Question 1 The Avalara for Small Business offer was only for new customers, so we ask this question first. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674603868900-9EH0TOF6FXF2A5AT3APF/Q1-offramp.png Tax-compliance questionnaire for small businesses - Question 1 off-ramp A friendly but firm message with instructions for where customers should direct their questions https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674603873137-H3ARUWA8X3YRCC97RI37/Q2.png Tax-compliance questionnaire for small businesses - Question 2 Some of Avalara’s tax-compliance products are tailored toward specific industries. After we validated this list during customer interviews, it’s presented as the second question. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674603948011-ETPFI0SEAPI7IEP1DLQN/Q2-offramp.png Tax-compliance questionnaire for small businesses - Question 2 off-ramp Since ASB doesn’t cover short-term rental tax, we direct vacation-rental businesses to a different product. The Learn more button on this page and others like it points to a marketing page, and the customer’s information becomes a lead for sales. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604254520-EB6HXT2AHOSB54XH33R2/Q3.jpg Tax-compliance questionnaire for small businesses - Question 3 We ask about annual revenue to filter out larger companies whose tax needs might be too complicated for this particular product. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604279034-L02IIGHAI0H8HB41LE1F/Q4a.png Tax-compliance questionnaire for small businesses - Question 4 This question filters out companies who aren’t based in the U.S. I took care to write it in a way where international tax products could eventually be added as different branches to this flow. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604283232-I4ALPE9GWKGKY9ONASNM/Q4a-offramp.png Tax-compliance questionnaire for small businesses - Question 4 off-ramp Another example of guiding customers out of this questionnaire and toward other products https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604294367-HF908WS79126I0QF55T7/Q5.png Tax-compliance questionnaire for small businesses - Question 5 An example of attempting to simplify a complex question. The body copy explains what it means to register for sales tax and why we’re asking about it. The list of answers is based on market research as well as the interviews we conducted. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604322014-XPAZN94HKVL30BH3LK9V/Q6.png Tax-compliance questionnaire for small businesses - Question 6 Local jurisdictions—essentially cities and counties that levy sales tax in addition to the state—require more complicated tax products, so we use this question as yet another filter. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1695231112216-EYQ69DLMOHOHEKG6MLEZ/Q7.png Tax-compliance questionnaire for small businesses https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674604338129-SUN9M3593TO9SSIWB3Y2/End.png Tax-compliance questionnaire for small businesses - End page Prospects who reach the end of the questionnaire are good candidates for Avalara for Small Business, and they’re invited to start a free trial. http://www.andrewgospe.com/free-trial-pages-and-online-shopping-carts daily 0.75 2023-03-17 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928560379-4RH7RU4GOLKWRXGOFD5K/select-plan.png Free trial pages and online shopping carts https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928564126-IOT8FPW4NNOTUV77YQY0/Review-and-buy.png Free trial pages and online shopping carts https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928600523-KBREXMEHF8NJ7BOTOCFM/rocketship-modal.png Free trial pages and online shopping carts https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928612143-1HOQYB1RZJE0NAVBTY2M/In-product+error+messages+.png Free trial pages and online shopping carts https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928618048-T9LRA78U3XJ4N6X3AJPM/Card+processing+error.png Free trial pages and online shopping carts A card-processing error overlaid in the main product https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674778201774-K47ATH99WAIC8ZEQV7E5/ASB-advanced-choose-plan.png Free trial pages and online shopping carts - Select a plan A plan-selection page with a variety of UX copy elements: plan details, terms and conditions, an order summary, and various calls to action. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674778207039-J4V659KR3SB4AYYLPRC8/ASB-advanced-business-app.png Free trial pages and online shopping carts - Integrations The customer selects one of three integrations supported for this offer https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674778213615-A1WX7OMHB5C7EZDCUM83/ASB-advanced-create-account.png Free trial pages and online shopping carts - Create account https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674778216841-3PA6Z2IC9U628CMDLZBL/ASB-advanced-company-details.png Free trial pages and online shopping carts https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928315223-XORNRK449BDBV655FF9T/ASB-paid-link-connector.png Free trial pages and online shopping carts After buying, the customer sees instructions for how to set up her integration. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674928191146-37JICN4MTGJHDJL30FIB/RSB-in-product-upsell.png Free trial pages and online shopping carts https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674927243201-D3D3N0UTE0EAKB24AC72/ASB-free-trial-company-details.png Free trial pages and online shopping carts https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674927242967-CPOS1ONJLWCTSSFJDF0W/ASB-free-trial-create-account.png Free trial pages and online shopping carts http://www.andrewgospe.com/contact-miller daily 0.75 2023-01-27 http://www.andrewgospe.com/state-sales-tax-registrations daily 0.75 2023-09-07 https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/d6502f8d-8dfa-495a-83ac-41018ec285bf/miro-small.png State sales-tax registrations - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674945771024-XPW0R8EHZ8P7TZZ17J6G/start-page.png State sales-tax registrations - Start page The copy on this page sums up the value proposition of buying state registrations while reassuring the customer that the process will be simple. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674945775183-3STC65WIPE0C54AYHZRZ/confirm-states.png State sales-tax registrations - Exceeding states We preselect the states where the customer needs to register, presenting this list as an “opt-out” experience. I also added some context (in a firm but friendly tone) about what might happen should the customer not register. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674945786123-7SEVU33PDO0BZJKIKROD/add-states.png State sales-tax registrations - Approaching states We show the states where the customer needs to register, presenting this list as an “opt-in” experience. https://images.squarespace-cdn.com/content/v1/54f0b797e4b01817e244d3ad/1674945789655-C42LGZKGK3EUGV1WD2RY/review.png State sales-tax registrations - Review The customer sees the full list of every states he selected, along with information about what happens next and how to make changes to his order. http://www.andrewgospe.com/ingeniux daily 0.75 2023-04-27 http://www.andrewgospe.com/new-page-4 daily 0.75 2023-04-27 http://www.andrewgospe.com/writing-guidance-examples daily 0.75 2024-09-18