Frictionless expert connect
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:
1 month
Senior Product Designer
As Senior Product Designer on the Assisted TurboTax team, I led efforts to partner with the platform team to unify help experiences and entry points, creating a more personalized, context-aware, and proactive experience. Data showed that customers who connected with an expert before completing their taxes did so more successfully and with fewer errors. However, we noticed customers were still hesitant to seek help when needed.
The current experience featured a persistent help button, but customers mistakenly thought it led to a chatbot, though they preferred human assistance. Customers who found a way to contact a tax expert often hesitated to proceed, unsure about wait times and how the expert could help. Additionally, many customers needed help but were not necessarily interested in connecting with an expert.
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, precisely when the customers needed it.
Understanding the problem
I partnered closely with our dedicated researcher to facilitate rounds of customer interviews, with both existing and prospective customers, to understand why customers were hesitant to reach out to a tax expert when they needed help. We were surprised to learn that many TurboTax Live customers didn't know that it was a free offer to them. Other customers voiced concerns that they didn't know exactly how an expert would be able to help them, or how long it would take to get connected.
Testing our hypotheses
By providing a singular access point to both digital & live Experts and reimagining the current help experience to offer more personalized and predictive digital expertise, we will be able to delight users and deliver on the value we promise to our Intuit customers, increasing confidence and conversion.
The final solution
I designed a singular, dynamic access point that offered a clear path to both digital & live experts and reimagined the current help experience to offer more personalized and predictive digital expertise. This allowed customers to easily connect with tax experts and deliver on the value we promise to our Intuit customers, increasing confidence and conversion. Note: expert matching didn't make it to launch due to technical limitations.
