Taxpayer Portal
A self-service platform that took a public institution from 1.7★ to 4.6★ in six months on Google Maps, reaching 2 million citizens.
Period
2023 to 2024
Focus
Clarity in city taxes. Trust in every step.
This portal is one of three interconnected platforms I designed for PGM Fortaleza, alongside the Debt Admin System and the Legal Case Management System. Together they support citizens and internal legal teams at city scale.
The Municipal Attorney General's Office in Fortaleza was struggling with an overwhelmed physical service queue and a dismal 1.7★ public satisfaction rating on its official Google Maps listing. Citizens had no self-service option to understand or negotiate their tax debts, and every interaction required in-person visits or long phone queues.
I designed a unified citizen-facing platform with real-time tax insights, instant human support, and personalized debt solutions, reaching over 2 million users. After the portal went live, the same public Google Maps rating moved from 1.7★ to 4.6★ within six months.
Lead Product Designer
I led the end-to-end design of the citizen-facing portal, from user research and service design through to UI delivery. I was responsible for defining the user flows, interaction patterns, and visual design, working closely with the engineering team and PGM stakeholders. This included in-person sessions at the physical counter, observing how citizens and attendants interacted with the existing service.
Three Flows That Changed Everything
1. Home: Campaigns & Opportunities
A dynamic home screen highlighting active debt renegotiation campaigns and personalized opportunities based on the citizen's profile. Counter research showed most people needed a clear entry point first, so we led with campaigns and next steps instead of burying actions in nested menus.
2. Support: Zero Friction
One-click access to live human support. No waiting, no friction. A key decision that directly addressed the frustration behind the old rating and helped push it to 4.6★.
3. My Debts: Complete Overview
Human assistance combined with a centralized, real-time view of all taxpayer obligations: installments, deadlines, and negotiation status in one place.
Design Process
Wireframes
Color Palette
Typography
Icons & components
What impact did I make?
The office's public Google Maps rating rose from 1.7★ to 4.6★ within six months of launch (citizen reviews on the institution's official listing).
Shipped with PGM
Built with PGM product, design, and engineering. The wider three-platform story is summarised at the top of this case study.
“The portal changed the way citizens interact with the city. It went from frustrating phone queues to a self-service experience that people actually trust. Tatiana's design thinking was essential to that transformation.”
