Reimagining in-product upsell integration and visibility on TurboTax
Intuit • Product Design Intern
Context
Intuit is a global financial technology company that helps individuals and small businesses manage their finances through products like TurboTax, QuickBooks, and Mailchimp. During my time as a Product Design Intern, I designed tax filing experiences for 5 million users at TurboTax Canada.
How I added value
I conducted an end-to-end audit of the user's tax filing journey, from discovery to completed filing. Based on my findings from the audit, I redesigned TurboTax's Premium Pack upsell experience, exploring ways to optimize for high visibility and low disruptiveness in user journeys.
Role
Product Design Intern
Team
TurboTax Canada
Design Team
Timeline
May - August 2024
Status
Handed off MVP
Defining the problem
Upsells are disruptive to customers
TurboTax offers different products for filing your taxes depending on personal needs and the level of assistance you want to receive from a tax expert. TurboTax customers are prompted to consider changing or upgrading their accounts throughout their tax filing experience from end to end, which can become disruptive and confusing.
Why this problem is worth solving
Upsell disruptiveness directly affects customer trust, satisfaction, and conversion. When upsells feel unclear or intrusive, users may become frustrated or lose confidence in the brand. By improving the upsell experience to be clearer and more aligned with user needs, TurboTax can drive more meaningful upgrade conversions, and continue long-term customer trust.
User Research
User Interviews
To identify ways to improve the product and conduct user testing, my design team regularly conducted dozens of user interviews every week. An emerging theme from these interviews was that users would be interrupted by upsell messages as they were going through the user flow:
In addition to upsell prompts being frustrating, the prompts themselves were unclear in the value Premium Pack could provide to customers:
