Post-File Messaging for 1st year customer

Role -Product Designer

Timeline - 1 Week

PM - Anthony Yau

Content Designer - Sue Walsh

PD - Christopher Pavlopoulos

Analytics - Joe Mandozzi

CS - Amy Bernal

Platform / Device: Desktop and mobile web

Outcome: Successfully met our tight deadline and established the first baseline experience by delivering two post-file messages for first-year customers DIY (Do It Yourself) and TTL (TurboTax Live), which contained visuals and targeted content.

Business impact

First year filers retain at a significantly lower rate than veteran
filers, where the delta in retention rate is 20pts. This problem is
also applicable to first year filers who use TTL (TurboTax Live),
where the delta in retention rates is ~17pts. One of our top
priorities is to bring retention rates for 1st year filers on par with
that of veteran filers for both DIY and assisted customers.

1st year filers

• DIY (Do It Yourself) and TTL (TurboTax Live) customers.
We were aware that the retention rate of these customers is significantly lower
compared to those who have been with TT for 2 or more consecutive years.

Lack of awareness

• For DIY (Do It Yourself) customers
There is a lack of awareness that the upcoming year will be considerably simpler
for customers, as their information would be ported over automatically.
• For TTL (TurboTax Live) customers
 These customers pay a premium to gain access to a tax expert's services.
However, they are unaware that they will still be able to consult with an expert even after completing their filing.

DIY (Do It Yourself) Customers

I am …
a first time TurboTax filer and I just finished filing my taxes
overall I had a pretty good experience

But I …
might try another software next year to see if it’s easier to use
than TurboTax.

TL (TurboTax Live) Customers

I used …
TurboTax for the first time this year and purchased the live version which was great because an expert was able to help with my tax related questions

But I …
am not sure if I will be using TurboTax again next year because it’s too expensive to not have access to an expert after I have completed filing.

DIY (Do It Yourself) Customers

If we…
inform DIY customers at the end of their tax prep experience that
the following year it should be a lot easier for them to file because their information will be saved for the next tax season

then we can…
increase the retention rate of 1st year filers

DIY (Do It Yourself) Customers TTL (TurboTax Live) Customers

If we…
inform TurboTax Live customers at the end of their tax prep experience
that they can continue to have access to a tax expert the rest of the year

then we can…
increase engagement and increase retention of 1st year filers.

There was an opportunity to message both first-year and TTL customers through the post-file dashboard by implementing the following three things:

1. Display congratulatory messaging for first-year filers.

2. Emphasize the benefits they will receive in the second year.

3. Remind TTL users that they have access to an expert for the rest of the year

The final design should be flexible to suit both DIY and TurboTax Live customers' themes.

Design principles include:
• Simple
• Clean
• Clear

Current Layout

Before making any design decisions I analyzed the current layout of the post file dashboard to identify areas of opportunity.

Brainstorm
I organized  a brainstorm between product, visual, and content design. The purpose was to explore as many divergent ideas as possible.
This would include:

• Flow

• Location on existing layout

• Content

• Visual delight

Outcome

As a result of the brainstorm I identified three areas of opportunity . This was the outcome.

Recipe 1 / Repurpose top section

Opportunity  for placement

• This section currently has content that congratulates the customer for completing their taxes. 

• The content is very outdated.

• It also has the button for customers to download their documents for the tax year

Recipe 2 / Having it’s own section

Opportunity  for placement

• This would be a new section on the dashboard.

• The placement would not disrupt the information from the top
  which is still relevant to the outcome of their current taxes.

Recipe 3 / Transition screen

Opportunity  for placement

• This concept would introduce a new screen right before
  the customer lands on the post file dashboard.

• This would allow for a more focused experience and
  will reduce cognitive overload.

Second chance

I also explored adding a small section in the post dashboard for the customer to revisit the info.

Winning recipe / Recipe 1

Why recipe 1?

• High visibility 

• It already had congratulatory message that needed to be updated.
  

Next steps

Refine design with content, visual, and branding team for both DIY and TTL.

TTL Recipe 1 / Location for benefits

Reducing cognitive load

In our earlier design exploration  my team and I agreed that displaying the benefits with the congratulations and icon would take up unnecessary space.

We decided to keep the benefits in a Show me how button.

Message (for both experiences)

• Title: Using TurboTax again next year makes taxes easier

• Benefit 1/ Finish Fast: We’ll refill a lot of the and only show the tax topics you need

• Benefit 2 /Your tax home :Keep last year’s tax documents and numbers all in one place

• Benefit 2/Change happens: Tell us what’s different next year and we’ll customize your tax return

Collaboration

• Visual Design
  Once a design direction had been selected I worked with a visual designer to choose the right celebratory icon from the existing framework.

• Content Design
  Simultaneously I collaborated with content to explore different ways to celebrate success and communicate benefits.

DIY Customers / Winning design

Visual

• We decided to use an icon that had the right amount of celebration. 

• The visual asset was enough to convey congratulations.
  

Content

• Since the icon was used to congratulate we decided the message would only mention the main benefit of returning next year. 

• And below a Show Me How for benefits

Collaboration

Branding

I met with the branding team to use their framework and select the correct visuals for the TTL experience.

TTL Recipe 1 / Winning design

Visual

To communicate the availability of TurboTax's team of experts, I utilized an image of a trio of experts. In prior testing, we discovered that this image effectively conveyed to customers that they would not have to wait in line to speak to a professional..

Content

I aimed to achieve a tone that could provide value while addressing any future concerns for the TurboTax Live experience.

Daily meetings with dev

• Delivery was smooth

• Used Figma to:
  1. Deliver specs
  2. Communicate final designs
  3. Visual frameworks
  4. Content
  5. Happy & unhappy path.