Building tax tech for global businesses
Fonoa is an API-first B2B SaaS suite that helps global companies such as 🍎, Google, Meta, Uber, Netflix, Zoom, Spotify, etc. achieve compliance. I joined in March 2021 as the second product designer to lead Lookup, now Fonoa's million-dollar revenue generating product.
Together with Nemanja (the first designer), we scaled the team to 8 designers and researchers amid the tech recession late-2022.
Up until January 2025, I led 0→1 design for Lookup and e-Invoicing, developing frameworks and positioning design as a strategic asset. I also oversee the Fonoa Design System and Branding guidelines.
Senior Product Designer
- Discovery (User Research, Competitive Analysis)
- Design (User Journey, JTBDs, Problem Definition, Ideation, Information Architecture, UX/UI, Prototyping, Testing)
- Project MGMT (Prioritisation, Phasing, Tracking, Communication)
- Marketing Design (Website, OOH)
Simplifying Complex and Data-heavy Workflows for Effortless Compliance
Designed a digital transaction reporting platform that streamlines complex, data-intensive workflows, enabling companies to achieve compliance with ease and efficiency.
Transforming a Low-cost Acquisition Tool to a Million-Dollar Revenue Generator
Build a TIN Validation product from MVP to hyper-growth with user-centric design, capturing demand and creating upsell opportunities.
Cross-platform features
Lead collaborative design process to create cross-platform features that ensure a consistent user experience, accelerate design and enable scalable implementation.
Growing Design at Fonoa
Improve UX maturity: build design collaboration frameworks, integrate design as a core function within cross-functional teams. Define hiring criteria. Build and maintain the Design System, Branding Guideline.
I never thought Tax would be so interesting
Working at Fonoa has been a unique opportunity to dive into the specialised field of tax, allowing me to lead end-to-end platform design in a fast-paced environment. Collaborating closely with POs, PMs, engineers, UX researchers, Tax Managers, Sales, Marketing, and CX teams has deepened my understanding of the B2B SaaS fintech landscape.
The role demands constant context switching across various products and projects, which has been both challenging and rewarding, strengthening my holistic view and systems thinking. This approach helps me identify user-centered commonalities across complex workflows. Additionally, I've had the privilege of building, leading, and growing a team of designers—an exciting responsibility that brings its own rewarding challenges.