Quicko is India’s fastest growing tax platform with over 2 million users. It simplifies planning, saving, and filing taxes for everyone. This project is focused on creating a web experience that feels as human and dynamic as the brand behind it.
TIMELINE
Feb 2025 - May 2025
Responsibilities
The whole shebang
Tools
Framer, Figma, Jitter, & Gemini
problem
Outdated identity & slower updates
By 2025, Quicko had grown far beyond what its website could represent. The site had remained unchanged, and no longer reflected the tone or spirit of the brand. Its offerings, services, and pricing had evolved, but the website never kept pace. The product had outgrown the website in every sense.
Another major problem was speed. The website was owned by developers, leaving designers on the sidelines thinking, “wish we could do that on our site.” Every small design change had to go through a long design–development–review–release cycle. It made the process tiring, slowed down even small updates, and left almost no room for experimentation.
Approach
No code solution
To hand designers the steering wheel, the team was looking for a no-code platform that made building and updating the website effortless. I explored the best-known tools including Webflow, Wix, and Framer to see what fit our needs.
Framer felt intuitive and built for designers, while Webflow demanded a steeper learning curve and leaned more technical. Wix lacked the flexibility the project required. Framer also proved reliable at scale, and seeing well-known brands run their websites on it made the choice clear.
Approach
New design direction
Once we’d fixed how fast we could move, the big challenge was defining how Quicko should look and feel. The goal was to make it human, modern, and true to itself. And the process focused on three things:
A clear visual identity
Motion with intent
System that could grow with the product
approach
Visual Identity
Taxes are a very personal thing. What matters to a salaried professional isn’t what matters to a 9-to-3 trader. The old site used illustrations, which couldn’t capture that nuance or build trust. We wanted to create a persona-rich identity that people could instantly relate to. The big shift was moving from illustrations to real people. As a small startup, doing a full production shoot was never an option, and stock images felt artificial. AI gave us a way to create personas that truly reflected Quicko’s diverse audience.
Introducing bold typography, small subheads, and simple layouts gave the interface structure and confidence. Subtle patterns with gradients added identity and rhythm across pages. Every element was designed to feel modern yet timeless, avoiding short-lived design trends like glass effects or skeuomorphism.
solution
Mindful Motion
Taxes are always hard to understand, and even harder to explain. We wanted to show what Quicko offered without making the site text heavy with long feature lists. There were multiple features, and creating demo videos for each didn’t make sense. Animation turned out to be the most practical way to show how things worked. Simple, quick, and easy to understand.
Using video format for all animations would have made the site heavy and slow. To avoid that, we created them in Jitter and used Lottie format. Each stayed under 500 KB(Thanks to JSON), making it easy to use them across pages without affecting performance. Motion wasn’t decoration, it was how we made complexity feel simple.
solution
System & Scalability
We wanted to build a system that could move as fast as the team. Something that made updates simple, pages easy to build, and designs consistent without extra effort. Core components like navigation, buttons, footers, testimonials, and CTAs were built to work anywhere without breaking a layout. The system was created in a way that any designer could build fully responsive pages in a day by dragging and dropping prebuilt components
Framer made this possible. Its CMS collections became the backbone for scalability. Partnership pages (built for partners like Zerodha, Groww, Axis Bank, and many other companies to redirect their customers to Quicko) followed the same structure with only minor changes. Earlier, adding a new one meant a full day of developer work — setting up code, routing, and deployment. Now, with CMS set up it takes less than 5 minutes to go live.
To keep things cohesive, I built a clear set of color styles based on Google’s Material system and kept typography minimal. The idea was simple: fewer styles, more meaning. Together, it created a system that felt light, structured, and easy to grow; something that could scale without slowing anyone down.
Impact
What changed?
With over 2.2M users and counting, Quicko continues to simplify how people plan and file their taxes online. The redesign helped strengthen Quicko’s brand presence, improve usability, and make updates effortless for the team.
growth in CTA rate (from 11% to 17%)
Visitors every year
to create and go live with a new CMS page
Developer dependency for future updates
✍︎
endnote
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