DIY Digital Tax: Online, Mobile, and Software App
H&R BLOCK
MY ROLE
As the Director of Design, I owned the end-to-end design for all tax-prep products online, with the mobile app, and software.
THE CHALLENGE
Establish a comprehensive design framework
to enhance the user experience of H&R Block's DIY tax-preparation products.
Elevate consumer expectations
by crafting a user-centric interface that prioritizes simplicity, accuracy, and competitiveness.
Create an innovative design organization
to craft an intuitive and seamless user experience, providing value for both users tackling tax complexities and the design team by fostering innovation and professional growth.
THE SOLUTION
I spearheaded a comprehensive transformation that went beyond replacing cubicals with couches.
Scaling up the design team significantly, we collaboratively crafted processes with product, research, and technology partners.
Analyzing audience insights and usage data, we developed user journeys, a strategic roadmap, and meticulously sized work for design and development.
Our redesigned in-house testing lab exemplified our commitment to quality.
I facilitated cross-organizational connections, fostering seamless, cross-channel experiences, guided by research and best practices.
Prioritization became systematic, projects were efficiently launched, and we addressed design debt for heightened efficiency.
Introducing a style guide and design system, we streamlined projects, enhancing focus and overall effectiveness.
I began by conducting a comprehensive assessment of the design organization I led and the product design I owned.
Recognizing the pivotal role of user testing, I expanded relationships in this domain to garner invaluable user insights.
I forged new relationships to ensure designers had access to the latest tools and resources, acquiring new hardware and software to better support their creative efforts.
To streamline workflows, I implemented robust project management processes, reinforcing collaboration across various teams, including leaders, research, product owners, and technology.
Conducting workshops, I facilitated the definition of a comprehensive product roadmap and design strategy, ensuring alignment with organizational goals.
Additionally, I spearheaded the development of a content strategy, integrating it seamlessly into our design processes to enhance overall product coherence and user experience.
This multifaceted approach contributed to a more cohesive and efficient design ecosystem.
We streamlined the tax prep interview by breaking down the collection of personal information into single questions.
Through rigorous testing and research, we found that grouping similar questions together was more effective than dedicating a single page to each question.
Recognizing the prevalence of yes or no answers, we enhanced the controls design and introduced a 'speed round.' This allowed users to swiftly navigate through simple, repetitive questions, optimizing the overall user experience.
We created a content strategy, which guided an easy-to-understand and conversational tone.
“Content is like packing for a trip — pack the least you need and then cut it in half.”
That was the advice I gave my content team. I also asked them to write things they were proud enough of to put in their portfolio.
While we made content on more than 3000 pages easy-to-understand and conversational, we also made it brief.
We adopted header, line, and body character limits, and after doing that, we could increase the font size to make it easier to read.
To make sure we were on track, we also adopted the practice of testing copy just like we did with the visual and experience design.
The end-to-end experience
“Write for your Mom.”
FROM
“What’s your name?
The IRS needs this to complete your return”
TO
“Let’s get acquainted — you know our name but we don’t know yours.”
We adopted common UI patterns, iconography, typography, link, and visual design strategies
We defined and documented a design system for all of the product elements — from type and font, to links, buttons, and iconography.
We used data to evaluate links customers used and then removed or relocated lesser used links — or hid them in closable panels to free up screen real estate for a completely redesigned way to get help.
We made help more helpful
H&R Block online tax prep made preparing your taxes a lot easier but not everyone’s tax situation was the same. A lot of helpful content was available but if you got stuck, and asked for help, a modal appeared and blocked your view of your taxes.
To make help more helpful, we moved it into a collapsable drawer that opened when users needed it and closed when they didn’t.
We also made the help more specific to what you're doing. We moved the search bar to the top, made the chat easier to see, and added a feature that shows you a preview of the fees you'll have to pay. This makes the fees more noticeable.
We created H&R Block’s first animated on-boarding feature.
We learned from research that people were worried about their taxes when big changes happened in 2017. To help users understand these changes better, we made an animated feature with three panels that showed the most important things that were different that year.
We didn’t stop at just the online version
We also updated the mobile app with Facebook integration, Face ID and Touch ID authentication, new navigation, and a native home screen.
In addition to exponential growth in 2019,
the H&R Block tax-prep app outperformed TurboTax with a 4.8 star rating in the Apple Store.
“H&R Block Deluxe offers the most capable blend of tax topic coverage, usability, and taxpayer guidance, all of which earn it our Editors' Choice for online tax preparation services.”
– PC Mag
The
Process
Organizational Design and Development
Vender Selection
Data Analysis, Visualization, and Decision Making
Design Strategy
Facilitated User Testing
Product Design
Roadmap Development
Agile Design & Development
Content Strategy
Iterative Design
Design & Technology Collaboration
Design System
Back to Work
LENDSHIP
Taking the risk out of loaning money to friends
METLIFE
Bite, snack, meal modals