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Frictionless expert connect

I helped TurboTax customers find clear paths to expert help that resulted in 24% higher engagement.

Resumé

Company:

Intuit - TurboTax

Year:

2022

Timeframe:

1 month

Role:

Role

Senior Product Designer

Overview

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.

Problem

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.

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, precisely when the customers needed it.

From --> To

The design evolved from unclear pathways involving human experts and lengthy conversations with a bot to clearly demonstrating that experts are readily available, complete with current wait times and multiple levels of assistance options.