Creating a user experience that feels confident, convenient, and in control
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.
Personalized experiences and relevant question logic boosted confidence and completion rates.
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.
