Skip links
Smart move ventures

TaxNav

Understanding challenges with MTD and positioning a new software

challenge

With the UK’s Making Tax Digital (MTD) rollout for self-employed individuals set for 2026, TaxNav aimed to explore key barriers to the adoption of digital tax tools, especially among users earning over £50K. The focus was on understanding pain points, user concerns around quarterly submissions, and how TaxNav could position itself as a trusted and effective solution.

OUR APPROACH

We conducted the research in two phases: Stage 1: Two online focus groups with a diverse mix of self-employed professionals (e.g. freelancers, landlords, creatives) to understand broad sentiment towards MTD and initial reactions to TaxNav’s proposition.

Stage 2: In-depth usability testing through 1:1 interviews among 6 participants. Participants interacted with the TaxNav platform, exploring their website, onboarding process, and platform features. Feedback was gathered on trust, clarity, ease of use, and areas for improvement.

THE INSIGHT

Users were unsure about using new tax software due to low awareness of MTD, limited trust in unfamiliar platforms, and a preference for simple, familiar tools like spreadsheets or HMRC. They wanted clear guidance, visible credibility, and flexible support, especially during onboarding and data entry.

THE IMPACT

The research helped TaxNav uncover practical and emotional barriers to adopting digital tax tools especially concerns around trust, usability, and the transition from manual methods. Based on real user feedback from both stages, the platform has refined its messaging, improved the onboarding process, and simplified the dashboard experience. These changes are helping TaxNav build credibility and position itself as a reliable, supportive partner ahead of the MTD rollout.

Latest Case Studies
This website uses cookies to improve your web experience.