Intuit TurboTax

Challenge: Intuit first approached us before the 2004 tax season to redesign TurboTax.com. The site was difficult to use and was not reflective of the strong brand. Through the years, we have worked on redesigns, optimizations, refreshes and other projects keeping the brand fresh and conversions high.

  • User Personas: Based on extensive research into user behaviors concerning tax issues, our team created user personas and scenarios to distinctly define the target audience.

  • Mental Model Diagram: From the user research, we collaborated with the TurboTax team to develop a comprehensive mental model to serve as the organizational foundation of TurboTax’s vast content library. The mental model created visual associations between user behaviors and information needs.

  • Information Architecture: Our team developed new information architecture, screen flows, and wireframes for representative screens to test and validate the interaction design.

  • Information Architecture: Our team developed new information architecture, screen flows, and wireframes for representative screens to test and validate the interaction design.

  • Information Architecture: Our team developed new information architecture, screen flows, and wireframes for representative screens to test and validate the interaction design.

  • Information Architecture: Our team developed new information architecture, screen flows, and wireframes for representative screens to test and validate the interaction design.

  • Visual Design Concepts: We created several visual design concepts that supported Intuit’s key branding requirements and optimized usability through visual cues. These concepts were then tested in A/B testing scenarios.

  • Final Site: Screenshots of the final site

Solution

Into Tangible’s third tax season of working with the TurboTax team we were asked to help them increase their already fantastic online conversion and revenue rates. Tangible worked closely with their in-house team of project managers, writers throughout the 5 month tax season to do traffic testing to see what would increase the revenue and conversion for TurboTax throughout the 06 tax season.

We traffic tested small thing like message and layout as well as larger structure concepts as well. The results were a staggering increase over their existing conversion rate.