Strategic redesign, lifting Migro.ro's conversions by 45%

Migro, a leading tax recovery service in Romania, initiated a strategic redesign of its digital platform to reclaim its top market position.

The primary goal was to elevate the client experience and boost lead conversion by creating a more modern and efficient online presence.

Migro was already an established player in the Romanian tax recovery market, but they knew there was room to grow and reclaim the top spot.

Effortless to use: Many of their clients aren't tech-savvy, so the platform had to be even simpler and more intuitive than before.

Fast and lightweight: It needed to perform well even on slow mobile internet connections.

Modern and clean: The user interface required a fresh, updated look.

A key challenge was streamlining the application process. Users needed a way to manage their tax recovery files, which have various statuses, and to upload documents periodically.

Previously, this involved a lot of time-consuming back-and-forth phone calls between Migro and their clients. This highlighted the need for a client portal where users could easily upload their information and files.

I led the project as the Lead UX/UI Designer, responsible for shaping the overall user experience and visual design of the new website.

Conducting AI market and competitor research to identify opportunities and best practices.

Analyzing data from Microsoft Clarity and the Google Suite to understand user behavior on the old website.

Conducting user interviews to uncover key pain points and user needs.

Defining a new information architecture focused on making information easy to understand and designed to drive conversion.

Collaborating closely with stakeholders and developers to ensure the design vision was translated seamlessly into the final product.

Based on research insights and stakeholder goals, I designed a user-centered, visually engaging, and scalable website to push Migro even further in the tax recovery market.

I restructured the complex tax recovery information, making the website intuitive and persuasive for their audience. The new layout guides users logically through the process.

To create a more personal and reassuring experience, I incorporated high-quality assets, including "Frank," an AI-generated illustration of their lawyer. The idea was to present Frank as a helpful guide, making users feel supported as they navigate the tax recovery process.

To make starting the process as easy as possible, I added a fixed call-to-action (CTA) button within easy thumb's reach on mobile devices, ensuring it was always accessible without being intrusive.

I designed a client portal that transformed the relationship with their customers and accelerated the entire tax recovery process. Through the portal, Migro can request and provide files and additional information. Clients can check their file status, update their info, and more. This not only improved the customer experience but also streamlined internal workflows, making the entire business process faster and more efficient.

I enhanced the old Migro logo and created a comprehensive identity manual with guidelines to ensure brand consistency across all future platforms.

A Modernized Logo: The logo was redesigned to be more compact and professional, better reflecting Migro's market position.

A Bolder Color Palette: I introduced a new, attention-grabbing color to make the brand stand out.

"Frank," the AI Assistant: I created the character of Frank, an AI-generated legal expert, to guide users through the process and build a sense of trust and support.

Trust-Building Elements: Research showed that visitors responded positively to trust signals. Based on this, I designed a "100% Satisfaction Guaranteed" badge to convey the authenticity and reliability of the service.

The redesign was a resounding success, delivering significant value to both clients and the internal team. After A/B testing, the new platform achieved:

This astonishing lift in conversions was the primary metric of success, re-establishing Migro's position as a leader in the tax recovery market.

The new client portal streamlined the application process, significantly reducing the time spent on administrative follow-up calls and manual file management.

The portal empowered clients to manage their own files and check their status, improving customer satisfaction and reducing the support load on the Migro team.