TURBO TAX

Bringing surprise and delight to taxes.

I worked alongside the award-winning XD team at Intuit, becoming an Innovation Catalyst and studying the Design for Delight methodology.

Finish & File

Keeping the user focused one task at a time.

One of my projects focused on reimagining the finish and file stages of the tax filing process. Our personalized onboarding strategy boosts user motivation by tapping into people's natural tendency towards commitment and consistency. Before new users register, we ask them to categorize themselves by use case, using friendly and approachable language.

The options users select on the TurboTax website are then used to automatically populate fields within the app, providing a more tailored experience as they progress. These thoughtful details help minimize friction and create a cohesive, seamless experience for users throughout their tax filing journey.

By implementing these enhancements, we've streamlined the process and made it more user-friendly, ultimately improving overall satisfaction and efficiency.

Injecting brand personality

We used thoughtful, conversational copy to make them feel at ease. We wanted this personal touch to transform the often arduous tax preparation process into a more pleasant experience, almost as if an accountant friend is guiding you through it.

Setting expectations

We carefully considered the entire user journey, incorporating checkpoints and milestones to divide the lengthy workflow into more manageable segments. Additionally, these milestones feature clear, informative visual cues and copy that outlines what users can expect next.

Celebrating success

I created an animated victory message to celebrate users' accomplishments and enhance their sense of achievement. This dynamic feature not only reinforces the satisfaction of completing their taxes but also creates an ownable, shareable moment. By encouraging users to share their success on social media, we amplified TurboTax's brand visibility and generated organic interest in the product, turning personal victories into powerful word-of-mouth marketing opportunities.