Alejandra's portfolio

RUT

In Colombia, entering the workforce requires completing the RUT (Unique Tax Registry) form. Yet the process is unclear, overwhelming, and prone to mistakes with serious consequences—leading many to avoid it. With over 45.6% of young Colombians as potential first-time registrants, we redesigned the form, starting from the search engine, to provide more clarity in the process and make it easier to access and follow.

ROLE

UX Designer

PROBLEM

How might we make the RUT process easier to access, clearer to follow, and less uncertain to complete?

RESULTS

This redesign cut search time by over 80%

The average backtrack rate was reduced from 6 to 1.

During testing, users never needed to consult external information, indicating greater clarity within the flow.

Users showed greater understanding of the terminology, though they noted that certain terms still need improvement

ROLE

UX Designer

PROBLEM

How might we make the RUT process easier to access, clearer to follow, and less uncertain to complete?

RESULTS

This redesign cut search time by over 80%

The average backtrack rate was reduced from 6 to 1.

During testing, users never needed to consult external information, indicating greater clarity within the flow.

Users showed greater understanding of the terminology, though they noted that certain terms still need improvement

Karen Posos
“I felt comfortable; it was intuitive, and I felt the system was guiding me through the form.”
Gabriel Valbuena
“The search was very clear, and I quickly reached the form.”
Laura Jordán
"The questions became easier to answer when the exact number was shown. It’s also very satisfying to see which sections are still missing at the top."

Karen Posos
“I felt comfortable; it was intuitive, and I felt the system was guiding me through the form.”
Gabriel Valbuena
“The search was very clear, and I quickly reached the form.”
Laura Jordán
"The questions became easier to answer when the exact number was shown. It’s also very satisfying to see which sections are still missing at the top."

What is happening?

Research Results

Experience Map

Problem Statements

We started with hypotheses about the RUT, that then were validated through desk research and 30 interviews. From this, we confirmed that pain points start as early as the form search process, since multiple guides are prioritized over the form itself. Additionally, the form’s terminology causes anxiety and overwhelm for users that are unfamiliar with it, leading them to depend on third-party assistance.

Problem Statement
I’m a student starting my university assistantship and need to register as a taxpayer. I’m rushing to issue the required document today, but the constant back-and-forth between the form and multiple guides leaves me overwhelmed, exhausted and doubting every step.
Problem Statement
I’m a citizen with no experience in administrative procedures. I tried to register with DIAN online, but the system feels ambiguous and full of advanced terms, leaving me insecure and dependent on outside help.
Problem Statement
I’m about to start a new job and I need to register as a taxpayer, but I may miss the deadline because I answered verification questions incorrectly, and the system now requires an appointment—but none are available. It’s frustrating and it's making me anxious.

Tests and results

Wireframes

Final results

For the final proposal, we redesigned the form search flow, the login and verification process, and the steps for completing the economic activity and responsibilities fields, as these were the main pain points affecting the user experience.

I'm Alejandra. I craft solutions that connect with people’s needs.

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I'm Alejandra. I craft solutions that connect with people’s needs.

30+

50+

boost

2

RUT

What is happening?

Tests and results