Work / Case Study
Modernising OnlinePajak’s platform to help businesses complete tax workflows faster.
We partnered with the team to redesign key journeys, align product + brand, and lift activation through clearer flows and data-informed iteration.
online-pajak.com
OnlinePajak
Singapore (Hybrid)
Tax Compliance & Administration
Challenge
Turn a fragmented tax platform into a clear, trusted workflow that helps companies complete critical tasks faster—while improving adoption and ongoing engagement.
What we did
Set product direction & success metrics
Redesigned key flows across the suite
Improved onboarding & activation
Refreshed brand & visual language
Built a scalable design system
Upgraded marketing & product coherence
Embedded design & research ops
OnlinePajak is a transaction collaboration platform that helps Indonesian businesses stay compliant across invoicing, VAT, withholding tax, and payments. The product sits at the intersection of finance operations and regulatory complexity—where clarity, trust, and reliability matter as much as features.
Over 18 months, we partnered closely with leadership and product teams in Singapore and Jakarta to modernise the experience end-to-end. We aligned strategy, design, and delivery around measurable outcomes—reducing friction in core workflows, strengthening activation, and building the foundations for faster iteration through a scalable design system and better analytics.
Understanding the reality of tax workflows in Indonesia
Great design in this domain starts with understanding operational pressure. Tax compliance isn’t a single journey—it’s many intertwined processes across accounting, VAT, withholding tax, payments, and reconciliation. When these steps are fragmented, teams fall back to manual work, spreadsheets, and workarounds—especially under audit deadlines.
Our approach focused on bringing these workflows into one coherent platform experience, while still supporting standalone tasks. That meant designing for both breadth (end-to-end flows) and depth (high-frequency, high-value actions users need to complete quickly and confidently).
Setting direction, roadmap, and measurable outcomes
Revamping a complex platform can’t be a “big bang” redesign. It requires sequencing, alignment, and a shared definition of success across product, engineering, marketing, and leadership.
We worked with the C-Suite and product teams to shape a roadmap that balanced long-term platform foundations with near-term improvements in key journeys. The goal was not just a cleaner UI, but clearer user paths, fewer blockers, and stronger progress signals inside the product.
Because changes impacted critical workflows, we defined success measures early and used them to guide trade-offs. This made it easier to prioritise what mattered, ship confidently, and keep momentum across multiple streams of work.
Building the operating system for product design
Speed without structure creates inconsistency. We established Design and Research operations that supported quality delivery while keeping teams aligned across fast-moving priorities.
At peak, the function grew to 10 designers and researchers covering both product (UX/UI) and marketing. We introduced consistent critique and review habits to keep standards high and decisions visible.
To improve ownership and execution, we aligned designers to product areas, strengthened handoff and QA routines, and used JIRA to make work transparent. The result: better consistency across touchpoints and less rework downstream.
In regulated, high-stakes workflows, details compound. Strong ops helped us protect the experience while shipping at the pace the business needed.
Building a design system that scales delivery
To improve consistency and speed across the product suite, we built a design system grounded in Material UI patterns and mapped closely to the Vuetify component library.
The system evolved alongside the brand refresh and became the shared foundation across product and marketing touchpoints—reducing inconsistency and enabling faster, safer iteration.
By minimising one-off UI and standardising components, teams could ship more reliably while keeping the experience coherent. This became a key enabler for scaling improvements across multiple product areas.
Improving activation with data, research, and clearer guidance
We focused on increasing meaningful product usage by reducing friction in onboarding and key workflows. The primary signal was monthly active companies completing high-value tasks, supported by a secondary measure tracking first-time activation.
Using analytics and qualitative feedback, we identified where users dropped off, what caused confusion, and which steps were slowing teams down. We then improved flows, clarified content, and introduced lightweight guidance to help users move forward with confidence—especially in moments where compliance anxiety can stall progress.
Refreshing the brand and bringing product + marketing together
The brand refresh wasn’t cosmetic—it was a platform-wide alignment effort. We updated the visual language to feel more modern, confident, and scalable, then applied it consistently across product and marketing surfaces.
We created a brand foundation and practical asset set that teams could use day-to-day, not just in presentations. Over time, this helped marketing move faster while staying aligned with the in-product experience.
The strongest expression of the refresh was consistency: the marketing site and the post-login product experience finally felt like one platform. This improved trust signals, reduced cognitive load, and supported clearer decision-making for new and returning users.
In a compliance-heavy domain, brand and UX work together. Clarity builds confidence—and confidence drives completion.
Valuable takeaways
Shipping features isn’t the finish line—ongoing refinement is where performance is won, especially in complex workflows.
Instrumentation is a product capability. Clear tracking plans, event definitions, and validation loops are required to make analytics reliable and actionable.
For B2B platforms, optimise the core tasks users return for—then use guidance and defaults to help them reach value faster.
Credits
Andrew Tan
VP, Growth
Ami Iwakami
VP, People
David Morales-Arias
Group COO
Alexa Von Charles
Senior Product Designer
Andrea Ngo
Product Designer
Mo. Army Budi Santosa
Product Designer
Panji Prasetyo
Senior Marketing Designer
Frederico Sandro Baso
Marketing Designer
Methods
- Affinity Mapping
- Benchmarking
- Brand Asset Design
- Brand Book Design
- Branding & Visual Identity
- Card Sorting
- Client & User Interviews
- Conversion Funnel Analysis
- Creative Direction
- Data Analysis
- Design Mentorship
- Design Ops
- Design Sprints
- Design Systems
- Design Thinking Workshops
- Feature Prioritization Mapping
- Google Analytics (GA4)
- Heuristics Analysis
- Interactive Tutorials
- Low-Fidelity Prototypes
- Moderated User Testing
- Pattern Libraries
- Presentation Design
- Production-Ready Prototypes
- Prototyping
- Research Ops
- Trend Identification
- UI Components
- User Behavior Tracking
- User Experience Design
- User Interface Design
- User Interviews
- User Journey Mapping
- User Personas
- User Testing
- Wireframing