Intuit Design Sprint
Updated: Jan 15, 2019
Taxes: unavoidable and necessary. For some taxes are the beatable necessary evil but for others, taxes can be the insurmountable task with constant obstacles and traps. Given the complexities filing taxes, Turbo Tax has created a software program that allows their users to complete their taxes with ease and delight. However, even with their software program, sometimes their customers would like additional guidance and because of this, Turbo Tax created an additional service called Turbo Tax live which live streams in a certified public accountant that can advise the user. Therefore, Design Frontiers Intuit, the designers at Intuit have given us the challenge of redesigning the on-boarding experience for Turbo Tax Live.
Let's Meet Melissa Jones...
Melissa's Dilemma: Because taxes are complicated, I believe the only way to get them done right, is to have a pro do them for me. But, this is expensive and can be a hassle. My only other option is DIY, but I'm afraid of making a mistake and doing it all alone. So I'm stuck going to my pro, which is just good enough.
Wants reassurance along the way and “done right” expert approval.Wants to save money and maximize her deductions.Wants quick completion and eager to get started immediately.Pain Points:FearUncertaintyDoubt
Empathize and Define:
In order to figure out what specific issue we want to tackle, we decided to write down all the potential problems that Melissa could take have with this experience. We each wrote our ideas on sticky notes and then decided to stick them all on the wall. After looking through all the different notes, we created three main categories that a majority of these notes could fall under. These problem spaces then allow us to see what trends we found in terms of problems.
We eventually converged into four potential problem spaces and we decided that from there we could then compose a how might we statement.
How might we...
How might we make TT on-boarding a confidence-building experience while helping users understand TurboTax services?
In order to make sure that we stay on the right track, we set a few main points.
- Ensure user and CPA compatibility
- Consider our users’ mindset
- Build a relationship of trust between users and CPAs
With these guidelines in mind, we decided to start ideating. We once again diverged as we each used post-it notes to sketch and write our ideas. The time constraint not only forced us to expand our creativity but also collaborate with each individuals style. However, by consistently following guidelines that forced us to defer judgment and go for volume.
Afterward, we once again grouped similar ideas into categories. The convergence a few particular ideas allowed the strongest ideas to shine the brightest. Because of this, we were able to create an environment of support while maintaining a high standard for our work. We were able to detach the idea from the person and critically analyze and refine our ideas.
Self Regulated Pacing (Consider User's Mindset): Melissa may need either a scheduled appointment or some last minute assistance either way we can help. In beginning of our experience we give the user the choice to either: schedule a future appointment| make a quick call
Specialized Assistance (Ensure Compatibility): Regardless of the scope of Melissa question we choose the right CPA to guide her. We allow our users to guide our help by giving us the right type of question: General, Personal Income, Excise, Consumption, Property, etc.
CPA Bios (Build Trust ): Melissa will be able to choose from 3 recommended CPAs with a picture and brief bio. By introducing our customers to the CPAs, we hope to build trust and confidence.
Frequently Asked Questions Forum (Consider Users’ Mindset): Melissa might have questions she does not even know about. Through this feature she will be able to gain insights based on other previously in her position.
We decided in order to implement our ideas first with paper to see and understand the flow of the experience. From this, we each went through the experience to analyze our own personal experiences.
Above is a general flow of the entire on-boarding experience in general. We wanted to make sure that we ensure our three initial guidelines with the new features that we include in our redesigned experience.
We also wanted to make sure that through the UI design of the CPA bios, the CPAs would be able to build rapport with Melissa so she would have trust in the credibility of the CPAs and confidence that the CPAs had her best interests.
Furthermore, we wanted to both ensure Melissa that she is not alone on her journey but also educate her from others' experiences. Because of this, we decided to create a Frequently Asked Questions Forum so that our user might be able to find some helpful advice.
Our Engagement Model:
Throughout our process, we strove to create a user experience that constantly engages with Melissa. However, we must remind ourselves that our goal is to create a confidence-building experience for Melissa. Furthermore, we must analyze why we need to build confidence and this lies in Melissa's pain points.
We decided to step back look at the entirety of our problem. We realized that fear, uncertainty, and doubt are our problems and we use engagement as our solution. Once Melissa gets invited and involved as a part of the team, she not only feels as TurboTax is a distant tool but as an extension of herself. This feeling allows her to build confidence and empowers her as she continually uses TurboTax.
Due to the constraints of the Design Sprint, we were not able to fully complete user testing and iteration to get to a final product to ship. However, these are the next steps to take.
- User Testing
- A/B Testing
- Feature Refinement