The Gestor
Role
UX/UI Designer
Year
2020
TheGestor was developed within an Agile UX framework, working closely with a small startup team in iterative sprints. The goal was to simplify accounting and tax filing for freelancers, expats, and digital nomads in Spain. While developers implemented features incrementally, the design team delivered prototypes, tested with users, and refined flows to ensure that each release added real value. This approach allowed us to align user needs with business priorities while reducing complexity in financial management.
1 | Discovery
Problem
The Gestor was born out of the experience of a traditional accounting firm that already supported freelancers. Over time, it became clear that both accountants and clients were struggling with highly manual and repetitive processes.
For accountants, daily tasks such as registering new freelancers, processing invoices, and preparing tax reports consumed valuable time that could be better invested in advising clients.
For freelancers, the situation was equally frustrating: managing paperwork, tracking expenses, and filing taxes involved complex steps and little automation, often leading to errors and wasted hours.
This dual problem highlighted the need for a digital solution that could simplify workflows for both accountants and freelancers, making accounting more efficient, automatic, and accessible.
Initial Approach
To address these challenges, The Gestor set out to create a digital platform that could streamline accounting for both sides: accountants and freelancers. The initial idea was to automate repetitive tasks such as invoice creation, expense categorization, and tax preparation, reducing the workload for accountants while simplifying the experience for users.
The strategy was to attract freelancers through free registration as autónomos and then offer affordable accounting services through the app. This combination of automation and accessibility positioned TheGestor as a cost effective alternative to traditional firms, giving freelancers more control and saving time for both clients and accountants.
Objectives
*Simplify accounting workflows for both freelancers and accountants.
*Automate repetitive tasks such as invoicing, expense tracking, and tax filing.
*Provide affordable services to freelancers with diverse income levels.
Deliverables
A digital platform with automated accounting features.
Prototypes and mockups tested with freelancers and refined through sprints.
A scalable solution that reduces manual effort for accountants.
Tools
Figma
FigJam
Slack
Asana
Notion
Benchmarking
We reviewed three main competitors in the Spanish market:
✔ Strong automation and tax filing features.
✘ High pricing, not affordable for low income freelancers.
✔ Wide range of services, including banking integration.
✘ Complex interface, overwhelming for users with little digital/financial experience.
✔ Solid invoicing and expense tracking tools.
✘ Limited multilingual support, closer to traditional accounting workflows.
Key opportunities for TheGestor:
Affordable pricing adapted to different income levels.
A simple, multilingual, and accessible platform for both locals and expats.
User insights
Humberto
“I waste too much time trying to organize invoices and keep track of expenses. I just want something simple that saves me hours every month.”
Pablo
“Registering as autónomo was really confusing, and accounting services are too expensive for what I earn. I need something clear and affordable.”
Caroline
“I move around a lot, so I need a gestoría that works online and speaks English. Most traditional services don’t feel adapted to my situation.”
2 | Definition
User persona
Through our research, we identified three main profiles of freelancers who would benefit from The Gestor. Local professionals with stable but moderate income were looking for simple and affordable tools to manage their accounting without depending on costly gestorías. A second group consisted of expats and gig economy workers, often delivery riders, who struggled with bureaucracy, irregular income, and high service costs. Finally, digital nomads represented a growing audience, seeking flexible online support in English and low-cost solutions adapted to their international lifestyle.
“Every month I lose hours trying to organize invoices and receipts. I’d rather spend that time working for my clients.”
Javier – Local freelancer
Age: 35
Location: Madrid
Occupation: Graphic designer, works with local SMEs.
Profile: Stable income, familiar with digital tools but struggles with repetitive accounting tasks.
“Registering as autónoma was confusing, and most gestorías charge more than I can afford.”
Amina – Delivery riders
Age: 25
location: Barcelona
Occupation: Delivery rider (Glovo, Uber Eats)
Profile: Low and irregular income, limited Spanish, needs affordable and clear accounting solutions.
“I need a gestoría that works in English and adapts to my lifestyle. Traditional services don’t fit the way I work.”
Daniel – Digital nomad
Age: 32
Location: Travels frequently, currently in Valencia, Spain
Occupation: Web developer working remotely for international clients.
Profile: Moves across countries, needs English support and flexible digital services.
The user journey map for The Gestor revealed distinct challenges across three freelancer groups. Local professionals wanted simplicity and autonomy but were overwhelmed by repetitive paperwork. Low income expats and gig workers faced affordability issues, language barriers, and irregular income, making tax compliance stressful. Digital nomads sought flexibility and English speaking services but were frustrated with high costs and poor integration. Common themes included the need for clarity, affordability, and automation, highlighting opportunities to create a solution tailored for freelancers’ diverse contexts.
User journey map
3 | Wireframes
The wireframing phase marked the beginning of an iterative cycle that continued all the way through to the mockups. Early versions were shared with freelancers to validate usability and core functionalities, and their feedback led us to refine flows, adjust the hierarchy of information, and simplify interactions. This constant process of testing and redesign allowed the product to evolve step by step, ensuring that the final design was both functional and intuitive, while staying aligned with real user needs.
4| Mockups
The mockups focus was on simplifying accounting tasks for freelancers while keeping the interface consistent with the brand and easy to navigate.
The mockups illustrate the main flows designed to simplify accounting for freelancers. The home screen provided a clear summary of income and expenses, with data organized by quarter to help users track their financial activity over time.
Tax calculation screens displayed real time estimates of how much users would need to pay in VAT and income tax, ensuring transparency and reducing confusion around complex regulations.
Complementary views allowed users to review detailed transactions, visualize pending invoices, and track the status of submissions. The design maintained consistency with the brand identity while prioritizing readability and a straightforward navigation structure, making the platform easy to use even for those with limited financial knowledge.
Another key functionality was the ability to submit taxes directly to the Spanish Tax Agency through the app. The mockups illustrate how freelancers could complete and send official forms without leaving the platform, while also receiving notifications and reminders about deadlines. This integration aimed to reduce bureaucracy and give users confidence by automating a process that is usually complex and time consuming.
5 | Impact and conclusion
The Gestor simplified the complex reality of accounting and tax management for freelancers, offering an intuitive and affordable solution that combined automation with accessibility. By integrating features such as expense tracking, tax calculation, and direct submission to the Spanish Tax Agency, the platform reduced barriers for local professionals, expats, and digital nomads. This project highlighted how technology can empower freelancers to focus on their work while staying compliant with administrative requirements.
Reduced the time freelancers spent on tax management and accounting tasks by automating repetitive processes.
Users gained clearer insights into income, expenses, and tax obligations, supporting better decision-making.
Multilingual and simplified features enabled international freelancers to manage their finances with ease.
Direct integration with the Spanish Tax Agency minimized errors and encouraged timely tax submissions.