Tax Incentives and Financing Simulator

Context

The KNW simulator was born as part of a smarter commercial strategy for the consultancy. Instead of asking for contact at the very first moment of navigation, the idea was to deliver value before conversion. The tool lets companies provide basic profile data and receive an initial reading on tax incentives, financing lines and tax-saving opportunities that may make sense for their context.

Problem

Tax incentives and financing are naturally technical subjects. Tax language, eligibility criteria and savings possibilities can create insecurity or push away users who are still at an early stage of understanding. The challenge was to turn this complex content into a simple, objective and trustworthy experience, able to generate perceived value even before contact with the consultancy.

At the same time, there was a clear business need: to build a more qualified entry point for lead generation, replacing a purely commercial approach with a more useful, consultative experience.

My role

I worked on the experience design, the structuring of the simulator flow and the technical implementation of the solution on the KNW website. Beyond defining the journey and the form logic, I was also responsible for building the interface with HTML, CSS and JavaScript, integrating the solution into the WordPress site.

I also took part in building the site structure, combining WordPress resources with custom code to adapt the experience to the project's needs.

Process

The solution was designed as a guided journey, with progressive data collection and immediate feedback for the user. The flow had to be simple enough to avoid abandonment, yet complete enough to deliver a real sense of diagnosis.

The experience was organized into objective steps, with questions about company profile, tax regime, revenue, location and potential interest in incentives or financing. From that information, the simulator presents an initial reading of eligibility and opportunity potential, including savings on taxes such as ICMS and IRPJ.

Solution

The final solution was a web simulator with no initial signup barrier, letting users interact with the tool first, before being directed to a possible commercial conversation.

• The user provides basic company data.
• The system organizes the answers into a guided journey.
• The interface presents an initial estimate of opportunities.
• The user better understands their savings or financing potential.
• KNW starts receiving more contextualized, higher-intent leads.

This approach helped reposition the form as a tool of value, not just a capture mechanism.

Outcome

The result was a more useful and convincing tool at the entry of KNW's commercial journey. The simulator reduces initial friction, delivers value before direct contact and improves the consultancy's perceived authority.

Instead of simply requesting user data, the experience offers a practical, contextual answer, increasing engagement potential and lead qualification. The project also reinforces my ability to work end to end, from translating a business need into a digital experience to functionally implementing the solution on the site.

Live project

The simulator is live and can be accessed directly on the KNW website.