TURBOTAX

helps millions of Canadian individuals, families, and small businesses prepare their taxes year after year.

DATE
2016-2018
location
toronto, ca
role
ui / ux
visual design
motion design
ux research
industry
financial
consumer saas
At Intuit, I was a part of the in-house Experience Design (XD) unit that is responsible for crafting the E2E customer journey around consumer taxes and financial health. My focus within the team was designing for optimal product adoption through constant experimentation and research.
turbotax live
TurboTax Live™ is a line of expert-assisted consumer tax solutions that was newly launched in 2017, expanding the TurboTax product suite greatly. The main design challenge was landing on the “right” design language for TurboTax Live that keeps it distinct from the self-serve line of products, while maximizing for ease and effectiveness of communication on the new service line.
A focus on experts and their expertise became the basis of the winning design language, in contrast to the more technology-driven and aspirational design language of the self-serve products.
Product selector
With the launch of the TurboTax Live™ line of products, the product suite expanded from 1 product line (self-serve “on my own” solutions) to 3 (“on my own”, “with an expert”, and “done for me”). As a result, directing customers to the “right” product — with the least amount of friction — became an important design and business problem.

An interactive product discovery experience that nudges users to the best product match based on two questions, one on how they would like to prepare their taxes and the other about their personal/financial situations, was crafted.
landing page optimizations
Leading up to the tax season, there can be upwards of 100+ different landing pages active at once, across the various customer channels and products.

Managing and optimizing all these landing pages for conversion, bounce rate, etc throughout the tax season were made easy by adopting modular design principles and through constant & aggressive A/B testing throughout the season.
FRM
RESCUE