Frictionless connect
How I created a clear path to on-demand tax experts that significantly increased consumer confidence during the tax filing process.
Company:
Intuit - TurboTax
Year:
2022
Timeframe:
2 months
Senior Product Designer
Overview
Taking the lead as a Senior Product Designer on the Assisted TurboTax team, my role was to partner closely with our platform team to consolidate our help experiences, entry points, and design an experience that felt more personalized, contextually aware, and proactive. Past data revealed that a higher percentage of TurboTax customers completed their taxes successfully, with fewer errors, when they connected to an expert during the process. Still, we were seeing signs that customers were hesitant to reach out for help when they needed it.
Problem
The current experience offered a persistent help button, but customers assumed it was a path to a chatbot, when they preferred human help. Customers who were able to find a path to a tax expert were reluctant to move forward due to uncertainties in wait times, and were unsure how an expert would be able to assist them. There was also a significant number of customers who needed help, but didn't necessarily want to connect with an expert.
Solution
I created a unified help hub that integrated both easy paths to expert guidance and self-service resources, delivering a more personalized experience. It also provided real-time wait times for connecting to tax experts and proactively surfaced relevant content and support exactly when the customers needed it.
Results
This experience significantly improved help wayfinding and drove customer confidence, measured with a 24% increase in customers getting connected to tax experts and completing their taxes.
