Elevating expert services and increasing consumption

Senior Product Designer 2020

Overview

TurboTax LIVE was a new product, and the fastest growing at Intuit. The offering connected consumers to Experts to assist customers with any tax questions throughout the filing process and receive a final review of their taxes before filing. As we were entering into the third tax season, insights told us that ~70% of consumers that opted into the "assisted tax" offering at the top of funnel were not using the benefits the service offered. My PM and I worked with research & insights to understand data from the previous season to inform, and execute, a road map for new contact experiences that would increase consumption.

Impact

  • Identified key experiences to inform and execute consumer roadmap with PM & Eng partners and drove +$10M in incremental revenue opportunities by introducing new contact experiences 

  • Increased NPS by 25% by introducing first-use experience to address early drop-off in the funnel

  • Partnered and collaborated with 10+ cross-functional teams to design, build, and launch features that deliver value to our customers and partners

Planning for season

Since the assisted tax offering was an add-on to the TurboTax DIY experience, the offering was embedded into the TurboTax core experience. In it's second year of maturity, TTLive consisted of three key touchpoints to connect consumers to the benefits of Expert help services:

First Use Experience

As You Go Contact

Expert Review Before You File

Key themes from insights

Our research team lead end of season interviews with consumers through in-product intervention. The following themes rose to the top which told us that XXXXXXX

I knew it was included but…

Expertise was not needed

purchased TTL top of funnel as insurance/”just in case”. Received good enough” resolution through DIY help

I need help but I am…

Unaware of the Expert Benefits

Unaware of “as you go” help and/or not expecting Expert Review

I need help, and knew it was included but I have…

Tunnel Vision

Expert Help too much on periphery at time of need

I need help, and know it's there, but it's…

Too much work

theres too much friction involved in getting help

Elevating the Expert in DIY

We hypothesized that the LIVE brand was not present enough in the tax filing experience to remind customers of the benefits they have, apparent during times of tunnel vision or high doubts, and too difficult to make contact due ot friction points in the contact flow. What baseline E2E DIY experience are available to us that we can leverage to elevate the expert

Translating the level of impact

When trying to reach customers at time of need and remind them of the benefits they have, I applied a framework to help translate to the business three levels of approach to meet the user problems we identified.

Driving results

After successfully translating the strategy to the business

First Use Experience

As You Go Contact

Expert Review Before You File