Tax Intent Page
Incentivizing customers to file their taxes with TurboTax
Overview
With Intuit's acquisition of Credit Karma, the 2022 tax season marks a significant change. This season will be the first in which the Department of Justice's orders no longer apply, allowing all Credit Karma members to file their taxes using TurboTax for the very first time.
Credit Karma aimed to convert 440,000 of its members from the app to TurboTax for tax filing by leveraging special offerings.
Team
Content Design | Product Management | Product Marketing Management | Product Counsel
Role
Product Designer
Company
Credit Karma
The Challenge
Optimize the performance of the Tax Intent Page's 44% year to date click through rate and tax filing starts with TurboTax.
Hypothesis
Updating the Tax Intent Page to clarify TurboTax’s offerings would motivate users to start their tax filing with TurboTax.
Understanding
Member's Journey to TurboTax
As a part of the larger project of getting Credit Karma members from Credit Karma to TurboTax for their tax filing, the cross-functional team needed a solid understanding of the member's Journey. The tax intent landing page is meant to be an interim page to provide members a better understanding of Credit Karma's promotions for filing with TurboTax. Promotions that would help members get their tax refund faster.
Understanding
Early Access to Your Tax Refund
Credit Karma and TurboTax had 3 offerings for members filing their taxes with Turbo Tax; Refund Advance, 5 Days Early and Ease of Filing. All of which were aimed to help members get access to their tax refund faster.
Self-guided research using both Credit Karma’s and TurboTax’s marketing materials allowed me to fully understand how each offering worked. This also helped me understand the benefits members would receive from these offerings.
Further investigation into Marketing Counsel’s Tax playbook helped me understand the legalities of these offerings. It also provided me with guidance for the messaging I could use and the disclosures associated with them.
Understanding
Maketing's Messaging
From the onset of this project, it was important to keep in alignment with Marketing's content strategy. Aligning with Marketing would ensure that I’d avoid any redundancies. This also helped Content Design and myself to create messaging that’s cohesive with Marketing’s messaging.
Experimentation
Tax Season Peak 1 Designs
We aimed to launch the first version of the Tax Intent Page for Peak 1 of the tax season knowing that we don't have any qualitative data to support the decisions that I made. Collectively, the cross-functional decided to use the offerings' value propositions to hook the member’s attention. Hoping that it would be sufficient enough to convince members to file their taxes.
For this round of designs, I needed to navigate both Legal's and Product's concerns around legal disclosures. Product feared that any sight of legal disclosures would scare the members away. While Legal wanted to ensure that members would be aware that there are legal disclosures to see.
Benefits Pillar;
no menu
Benefits Pillar;
sticky CTA
List;
sticky CTA
Final; Version 1
List;
fixed CTA
Experimentation
Peak 1 Results
Since its launch the Tax intent page CTR exceeded expectations. With a unique CTR of 44% YTD against the 21% that was forecasted. We were 2x ahead of our goals.
As well as the Tax Intent Pages were performing, we as a team wanted to enhance the member's experience. Which would ultimately increase CTR rates and tax filing starts.
Understanding
Research
Limited with resources, I was left with conducting usability tests. Nearly all of the UX Researchers have been pulled to work on an upcoming project. Also being under contract with Credit Karma through a design agency, I was prohibited from launching tests UserTesting.com. I could only view completed tests and research.
To get around these constraints I paired with the Tax team's other Product Designer. We worked together to refine the usability test guide.
Our goals for the test were;
- Determine value and understandability gaps for Marketing Banner and Tax Intent Landing Page
- Understand why members haven’t filed their taxes
Once the test guides were ready, my teammate would launch the tests from her account. I would then be able to view and synthesize the tests as participants were completing them.
Understanding
Usability Testing
We launched 2 separate tests. One focusing on Refund Advance and the other focusing on 5 Days Early. We wanted to only test these two offerings due to their complexity.
**Not actual screenshot
Usability Test Findings
- Misunderstanding of how Refund Advance and 5 Days Early worked; the Tax Intent Pages didn’t clarify their assumptions
- Participants didn’t expect to start filing their taxes, expected to sign-up for the offerings/ see if qualified
- Cost, ease of use, customer service and company reputation contributed to their reason for why participants haven't filed yet with TurboTax
Problem
Users struggle to understand the process of redeeming special offerings and fail to grasp the personal significance behind these promotions.
Solution
Update the Tax Intent Page content to ensure clarity and meaningful engagement with the offerings provided by TurboTax.
How might we enhance the clarity and foster meaningful engagement with TurboTax offerings through a redesign of the Tax Intent Page content?
Design Decisions
File with TurboTax
To ensure members knew they had to file their taxes with TurboTax, I elevated the messaging mentioning tax filing higher in the page’s hierarchy.
Design Decisions
Updated Value Propositions
To help refine the messaging, I leveraged Product and Product Marketing Manager’s expertise to update each page’s messaging. Ensuring that it met our member’s expectations of these offerings. We realized that the messaging didn’t provide enough context on these offerings. We just provided members with the benefits these offerings provided. Nothing mentioned how to receive it and how the offerings worked overall. Together we aimed to refine the messaging and content that let's members know exactly what they were getting.
Design Decisions
How it Works; Offer Details
To clarify any questions that members might have about these offerings, I decided to add further details to the page. Focusing on how members can claim the offers.
**Details provided by TurboTax
Design Decisions
Iterations
Iteration 1
Iteration 2
Iteration 3
Iteration 4
Final Designs
