Industry
Banking
Client
TaxAct
Simplifying taxes for new & returning customers
Project Overview
TaxAct aimed to better understand its users in order to increase the tax return completion rate from 54% to 68% and improve overall Net Promoter Score (NPS). The focus was on enhancing the signed-in experience by making it easier, faster, and more trustworthy for users to complete their tax filings.
Project Overview
TaxAct aimed to better understand its users in order to increase the tax return completion rate from 54% to 68% and improve overall Net Promoter Score (NPS). The focus was on enhancing the signed-in experience by making it easier, faster, and more trustworthy for users to complete their tax filings.
Project Overview
TaxAct aimed to better understand its users in order to increase the tax return completion rate from 54% to 68% and improve overall Net Promoter Score (NPS). The focus was on enhancing the signed-in experience by making it easier, faster, and more trustworthy for users to complete their tax filings.
UX Process
To guide design decisions, we conducted user interviews with both current customers and prospects to uncover goals, motivations, and pain points. From these, we developed personas and journey maps to highlight key challenges across user types and product areas.
Key insights revealed three major issues: users had to retype basic information, struggled with complex language, and lacked trust in data accuracy when uploading documents. These pain points informed our design priorities.
UX Process
To guide design decisions, we conducted user interviews with both current customers and prospects to uncover goals, motivations, and pain points. From these, we developed personas and journey maps to highlight key challenges across user types and product areas.
Key insights revealed three major issues: users had to retype basic information, struggled with complex language, and lacked trust in data accuracy when uploading documents. These pain points informed our design priorities.
UX Process
To guide design decisions, we conducted user interviews with both current customers and prospects to uncover goals, motivations, and pain points. From these, we developed personas and journey maps to highlight key challenges across user types and product areas.
Key insights revealed three major issues: users had to retype basic information, struggled with complex language, and lacked trust in data accuracy when uploading documents. These pain points informed our design priorities.
Wireframing and Usability Testing
Over a six-week period, we developed and tested low-fidelity wireframes with users through a mix of in-person and remote sessions. Testing was conducted three times a week with 5 to 8 participants per session.
Our focus was on simplifying content, refining the information architecture, and streamlining data entry. We used A/B testing to compare content variations and layout options, helping us determine which versions best supported user understanding and confidence.
We continued iterating until 80% of participants could successfully complete key tasks. This approach allowed us to validate and restructure the user flow, resulting in a more intuitive and navigable experience.
Wireframing and Usability Testing
Over a six-week period, we developed and tested low-fidelity wireframes with users through a mix of in-person and remote sessions. Testing was conducted three times a week with 5 to 8 participants per session.
Our focus was on simplifying content, refining the information architecture, and streamlining data entry. We used A/B testing to compare content variations and layout options, helping us determine which versions best supported user understanding and confidence.
We continued iterating until 80% of participants could successfully complete key tasks. This approach allowed us to validate and restructure the user flow, resulting in a more intuitive and navigable experience.
Wireframing and Usability Testing
Over a six-week period, we developed and tested low-fidelity wireframes with users through a mix of in-person and remote sessions. Testing was conducted three times a week with 5 to 8 participants per session.
Our focus was on simplifying content, refining the information architecture, and streamlining data entry. We used A/B testing to compare content variations and layout options, helping us determine which versions best supported user understanding and confidence.
We continued iterating until 80% of participants could successfully complete key tasks. This approach allowed us to validate and restructure the user flow, resulting in a more intuitive and navigable experience.
Outcome
Through continuous iteration and usability testing, we significantly improved the user flow and interface. After refining low-fidelity wireframes based on initial insights, we moved on to high-fidelity mockups and tested those again to validate visual design, language clarity, and interaction patterns.
Through continuous iteration and user testing, we significantly improved the user flow and interface. Clearer language, accurate data handling, and the inclusion of helpful features like pre-filled data and competitor comparisons led to stronger user trust.
Repeat users saw their saved personal details immediately, reinforcing security and continuity. Conditional logic ensured users only saw questions relevant to their tax situation, reducing cognitive load. As a result, completion rates increased, user confidence improved, and more users moved forward in the filing process.
Outcome
Through continuous iteration and usability testing, we significantly improved the user flow and interface. After refining low-fidelity wireframes based on initial insights, we moved on to high-fidelity mockups and tested those again to validate visual design, language clarity, and interaction patterns.
Through continuous iteration and user testing, we significantly improved the user flow and interface. Clearer language, accurate data handling, and the inclusion of helpful features like pre-filled data and competitor comparisons led to stronger user trust.
Repeat users saw their saved personal details immediately, reinforcing security and continuity. Conditional logic ensured users only saw questions relevant to their tax situation, reducing cognitive load. As a result, completion rates increased, user confidence improved, and more users moved forward in the filing process.
Outcome
Through continuous iteration and usability testing, we significantly improved the user flow and interface. After refining low-fidelity wireframes based on initial insights, we moved on to high-fidelity mockups and tested those again to validate visual design, language clarity, and interaction patterns.
Through continuous iteration and user testing, we significantly improved the user flow and interface. Clearer language, accurate data handling, and the inclusion of helpful features like pre-filled data and competitor comparisons led to stronger user trust.
Repeat users saw their saved personal details immediately, reinforcing security and continuity. Conditional logic ensured users only saw questions relevant to their tax situation, reducing cognitive load. As a result, completion rates increased, user confidence improved, and more users moved forward in the filing process.
