Simplifying Business Taxes

Simplifying Business Taxes

Successfully simplified the user journey by consolidating 30+ screens of information into 1 screen.

Successfully simplified the user journey by consolidating 30+ screens of information into 1 screen.

Team

  • Product Manager

  • 2 Software Developers

  • Tax Developer

  • Quality Assurance

Key Contributions

  • Heuristic evaluation

  • Competitive analysis

  • Research

  • Using analytics

  • Wireframing and prototyping

The Problem

The completion rate for returning customers dropped sharply, with 58% of their abandonments occurring in the product’s opening section.

My Contributions

Successfully convinced the Product Manager and leaders on this design solution. Originally, the Product Manager just wanted to have a blurb on each screen that said this is how the user answered last year.

Impact

After implementing these changes we found that on avg, returning users spent 4 less days completing their business taxes. Our team was acknowledged by the CEO and other executives from the positive results.

Learning

  • Increased NPS score: 49.3 to 56.2

  • Decreased exit rate in basic info: 36% to 20%

  • Improved completion rate by 10.7%

  • Reduced avg time to finish business taxes from 12 days to 8 days

Old Designs

Difficult to know where you are or how to navigate around

  • Information overload on each screen and confusing

  • Returning users have to go through every question again and hit continue with their answer populated from how they answered the previous year


Competitors

Competitors

Looking at Turbo Tax and even the manual tax form from the IRS is only 3 pages long (ours is 40+ screens of the same information).


Research

Findings of Old Screens

  • Confusion with the content on most screens

  • Lack of additional details (users go to Google a lot)

  • No visual indicator for progress of a section

  • Unclear navigation


New Designs

While almost all business users use desktop to file their business taxes, it is still important to think of the future and smaller screen sizes when designing. The goal was to design clear, engaging, and accessible alternatives to each question on one screen.


Try the Prototype


Outcome

  • Condensed 30+ screens of interactions to 1 list of statements

  • Revised the copy to a 5th grade reading level and got straight to the point

  • Gave every statement additional information for users who needed further clarification

  • Grouped the most-interacted-with questions at the top and the least at the bottom, based on analytics

  • Some statements reveal further questions only when the user selects “Yes” and the question applies to them

  • For new users, automatically answered “No” for uncommon statements, giving them confidence that they probably don’t apply while keeping the choice easy to change

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Simplifying Business Taxes

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Still interested…

Let's build something
good together

Let's build
something
good together

Email: Randy@iLiveinOHIO.com

12+ ( 7 as a Visual Designer and the last 6 as a Product Designer)

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