Filo simplifies taxes with real-time organization
and conversational guidance for freelancers.
2025 - Product Design & Brand Strategy
Filo is a conversational tax assistant that simplifies filing for freelancers
organizing expenses, projects, and deductions in real time, so they can file
taxes with confidence and stress less about finances.
ObjectiveI took Filo from concept to
completion, designing a smart,
conversational tax assistant
that simplifies filing for
freelancers by organizing
expenses, projects, mileage, and
deductions in real time
Motivated by the challenge of
making taxes less stressful, I
built this project to transform
filing into a simple, supportive,
and human experience.
What we uncoveredFreelancers find taxes messy, intimidating
and easy to delay. The biggest struggle isn’t
filing, but knowing what counts as a business
vs. personal expense.
SolutionAimTo design a conversational assistant that
helps freelancers segregate expenses and file
taxes with ease.
1. Expense Clarity
Added color-coded
tags to easily tell
business from
personal expenses.
Prototyping
A conversational assistant that makes taxes
super convenient — guiding step by step
clarifying expenses, and turning complexity
into clarity
Mapping Filo’s Stakeholder Ecosystem
Filo sits at the center of a dynamic ecosystem of users, financial systems, and compliance authorities
Freelancers and small business owners drive its core purpose, while banks, payment platforms, and tech
integrations supply the data that powers automation. Surrounding them, consultants, regulators, and
communities shape compliance, trust, and adoption.
The SolutionTeamRujuta Sanghvi
Duration 4 Weeks
Filo is a conversational tax assistant that
bridges this gap. By auto-categorizing
expenses, logging projects and mileage in
real time, and sending proactive reminders,
Filo makes taxes feel simple and
approachable.
With the freelance economy rapidly growing, millions struggle with confusing, stressful tax systems.
Filo has the chance to turn this pain point into a simple, friendly experience — building trust where
traditional tools fall short.
The ProblemFreelancers are often right-brained —
creative, intuitive, and focused on their
craft. But taxes push them into a left-
brained world of forms, jargon, and
endless numbers.
Most tools assume financial literacy,
making the process cold and
intimidating. Instead of empowering
they overwhelm — what’s needed is
something approachable, friendly,
and human.
My RoleResearch
The OpportunityDesign
My Research on the Freelance Tax Landscape
As part of my research, I found that freelancers are projected to make up nearly half of the U.S.
workforce by 2030, yet most feel overwhelmed during tax season, with one in five returns containing
errors. These insights revealed a clear gap and shaped the foundation for Filo.
I wanted to understand how freelancers experience the tax system,
and what they wish it did differently.
To dig deeper, I conducted interviews with freelancers and tax consultants to uncover their pain points,
workarounds, and unmet needs.
We tested the product with a few users
2.Project Tracking
A new project section
lets users log hours,
rates, and income
easily.
3.Mileage & Parking
Quick tracking for
travel expenses helps
capture every
deduction.
Brand Identity
When I designed the identity for Filo, I wanted the logo to reflect the essence of a conversationa
assistant — simple, friendly, and human. The name itself comes from “filing,” but with a softer, more
personal tone. The rounded typeface conveys warmth and approachability, making taxes feel less
intimidating and more accessible. The “o” in the logo has been reimagined as a speech bubble
symbolizing dialogue, guidance, and support. Together, these elements make Filo feel modern yet
personable — a companion that simplifies finances through conversation and clarity.
Filo’s Edge in a Competitive Market
I studied competitors’ brand voice and product style to see where Filo fits. Unlike classic or reserved tax
tools, Filo thrives in the Modern + Expressive space — conversational, human, and built to give
freelancers clarity and confidence.
Customer Journey
I mapped the customer journey to understand how freelancers move from discovery to onboarding and
into everyday use. The map captured key actions, touchpoints, and emotions to reveal where the
experience breaks down and where Filo can step in to simplify and support.
Narrowing down the core product features.
Narrowing down the core product features.
ToolsFigma
Figjam
Illustrator
Photoshop
Chatgpt
Claude
Perplexity
Vercel
Although this project had immense possibilities, our fixed timeline meant we needed to prioritize.
During the wireframing stage, we distilled the app into three core sections: Onboarding, Segregation of
expenses and filing taxes.
I Reimagined the Emotional Journey Freelancers Face at Tax Time
The green line reflects the traditional tax experience — full of stress, technical setup, and uncertainty
The blue line shows the redesigned journey with Filo, where onboarding feels simple, organization builds
confidence, and filing ends with ease and relief.
Our Edge in a Competitive Market
We studied competitors’ brand voice and product style to see where aera fits. Unlike static, reserved
players, aera thrives in the Modern + Expressive space—warm, human, and designed for action.
Impact
Through testing with a small group of freelancers, we learned that conversational design can make
complex systems more approachable and human. 80% of participants said Filo’s interface felt “friendly
and easy to use,” and all of them appreciated the auto-categorization feature for reducing manual effort.
Users also loved the conversational assistant — describing it as “smart, reassuring, and fun to interact
with.” Many noted that the clean, rounded design and friendly mascot made the overall experience feel
light, intuitive, and approachable.
Seamless Onboarding
As part of onboarding, users securely upload their genetic, lab, and health records. The flow is designed
to feel effortless and reassuring, turning what could be a complex process into a smooth first step
toward personalized preventive care.
From Everyday tracking to Filing with Confidence.
Filo makes tax management effortless by automatically categorizing expenses, logging hours, and
summarizing key insights in one clear dashboard. Users can view their business vs personal split, track
project earnings, and see how their deductions shape their quarterly taxes — turning complex data into
simple, actionable clarity.
Seamless Onboarding with Smart Assistance
Filo’s onboarding feels conversational, not transactional. The assistant helps freelancers set up their
workspace with ease—guiding them through essential steps like business info and required forms. It
jumps in with real-time support when users pause or seem unsure, creating a smooth, one-time setup
experience that builds confidence from the start.
Building Trust Through Transparency
Filo reassures users as they near the end of onboarding with a progress screen and a clear privacy step.
The assistant explains how data is used—emphasizing control, encryption, and transparency. Users can
choose what to connect, helping them feel secure while integrating tools they rely on daily.
Meet Filo — Conversational companionThe jellyfish-inspired mascot represents flow,
intelligence, and calm — reflecting how Filo
effortlessly adapts to users’ needs. Designed
as a smart conversational assistant, Filo
pops up right when you need guidance
whether it’s categorizing an expense or
answering a tax query. Its friendly presence
brings warmth and reassurance to what’s
often a stressful process, turning financial
tasks into smooth, human-like conversations.
Smart Conversations, Smarter Finances
Filo learns from user behavior to simplify bookkeeping. When it detects recurring transactions, it
proactively suggests tagging clients, auto-categorizing future payments, and saving users from manual
sorting. This conversational intelligence makes Filo feel less like a tool — and more like a thoughtful
assistant by your side.
Smart Notifications
Filo keeps freelancers on top of their finances without the stress of manual entry. Smart notifications
categorize expenses in real time — whether it’s a coffee meeting, subscription renewal, or mileage log.
By turning everyday spending into quick, one-tap decisions, Filo helps users stay organized and
confident throughout tax season.
