TurboTax Self-Employed
Role: Content Design lead
Overview: In 2016, TurboTax launched their first new SKU (product) in five years: TurboTax Self-Employed. This product was specifically designed for our self-employed customer and included new features that integrated with our partner product, QuickBooks Self-Employed. This was also the first time TurboTax had integrated with another brand of Intuit products (aka: the ecosystem).
I was hand-selected to join a small tiger team of two Product Designers, two Product Managers, and a whole lot of incredible engineers.
I’m in my third year as Content Design lead on this team. We’ve done so much amazing work - some of the key projects are detailed in other areas of my portfolio.
This is a high-level overview of my contributions. A lot of the strategy and detail behind these initiatives is proprietary, so please contact me if you’d like to learn more. I’ve included data points where possible.
Content strategy:
- QuickBooks Self-Employed/TurboTax Self-Employed ecosystem content strategy
- Audit Risk Assessment content strategy
Unsexy (but necessary) redesign work:
- Home office: Reduced in-topic abandonment by 50%
- Vehicle
- Navigation
- Business profile: Reduced abandonment by 3%
- Data deconfliction
Partner and ecosystem optimization:
- Uber and Lyft import
- QuickBooks Self-Employed import
- Contractor-to-Tax
New features:
- Industry-Specific Deductions: Delivered a data-driven personalized experience for 80%+ of TurboTax Self-Employed customers and found an average of $1,500 more in expenses compared to the generic expenses model.
- ExpenseFinder: Drove 400k new QBSE users (32% activation rate), 19% increase in QBO payroll customers, found an average of $5k in expenses per customer (up from $3,500 average for in-topic expenses) and had a 12% take rate (TT users who imported expenses).
In-product marketing:
- QuickBooks Self-Employed Activation: 420 index to goal (21% vs. goal of 5%) in 2017.
- TurboTax Live Self-Employed Activation: Post-file recipe beat baseline by 3x.
Help content:
- PONs (Points of Need): Self-employed help content helpfulness rating is 34% higher than the rest of the product.
- AnswerXchange