TurboTax Help System

Company: Intuit TurboTax
Type: Responsive web
Project period: June 2015 - Dec 2015
Team role: Interaction Designer
Software: Axure, Sketch and Adobe Illustrator

Customer problem

For some TurboTax customers, they feel alone and not confident that they can use TurboTax because there’s no one they can ask for help when they feel stuck.

We dug deep into the problem and found that the biggest struggle for customers is not being able to find a way to contact TurboTax. Even after they found the path, it felt like we're hiding the ball and not wanting to help our customers. Thus the confidence in TurboTax dropped immediately.

Design iterations

Hypotheses

1. By showing a clear front door to help, customers will engage with our help system more frequently.

2. Even though we expose Contact options right up front, customers will only use it when they can’t find an answer via self-help contents, or when they really need an expert advice.

A/B Testing

For Hypothesis #1, we launched two rounds of A/B test comparing the old front door v.s the new to see if we're catching both people looking to self-help contents and people looking for human help. In the second round of A/B test, we were able to deliver a new front door with 120% help system engagement rate, 103% search rate and 106% contact rate against control group, which aligned with our business goals.

core principles

1. TurboTax help is always in your corner

2. We deliver right answer quickly

3. We honor your choice of help option (no hidden contact us)

Results

We compared metrics to prior tax year:

• 57% higher in engagement

• 15 points higher in NPS

• 11 points increase in customers who told us they were filing with no unanswered questions.

Overall it was a successful year for our care team. We' are able to deliver the promised value of being there with our customer when they need us as well as manage contact volume during peak tax season.