CONTEXT
TurboTax Experts
AI guided expert experiences that transformed TurboTax from DIY software into an expert led tax service.
CONTEXT
Assisted and Full Service on a shared platform
TurboTax offered two expert service models.
Built on a common platform so we could evolve both experiences together.
Assisted
File with an expert
Full Service
An expert files for you
SHARED SYSTEMS
AI Guidance
Expert Platform
Identity
Data & Docs
Starts
CONTEXT
One expert experience across physical and digital
I led one expert experience across physical and digital.
In person Discover locally → Work with an expert
Online Get started → Onboard → Connect with an expert
↑ CASE STUDY FOCUS
CASE STUDY
TurboTax
IMPACT
Drove 63% revenue growth, 40% higher conversion and 92% faster expert access.
WHY IT MATTERED
TurboTax’s future growth depended on transforming from DIY software into an AI-assisted, expert-led service business.
MY ROLE
Led design vision and end to end design across expert experiences, AI assisted workflows, and supporting service operations.
TIMELINE
2024-2025
THE SERVICE ECOSYSTEM
Customers and Experts
Customers
AI assisted experiences for people who wanted confidence, expert guidance, or a fully managed tax filing experience.
Experts
AI powered workflows that gave tax experts the customer context, automation and tools to deliver high quality service at scale.
BUSINESS PRESSURE
Business Pressure
EXISTING REALITY
<0.5%
assisted market penetration
4.5M
customers left for competitors
98%
brand perception rooted in DIY
BUSINESS IMPERATIVE
85M
potential Assisted filers
83% growth
projected growth tied to Assisted portfolio
Software to Service
projected Consumer Group growth tied to Assisted
CUSTOMER OPPORTUNITY
Customer Opportunity
CURRENT CUSTOMER BASE
Expert Guidance Seekers
Complex tax situations
Specialty expertise
Relationship-driven service
NEXT GROWTH OPPORTUNITY
Efficiency Value Seekers
Low confidence
High delegation intent
Value conscious
“Get it done” mindset
33M+
potential customers
BEHAVIORAL INSIGHTS
Behavioral Insights
YOUNG RISERS
Fastest growing Full Service segment
40%
annual growth
“I really don’t want to mess this up.”
Speed
Transparent pricing
Immediate expert help
SIMPLE DELEGATORS
Largest Full Service segment
38%
of FS base
“I thought I was paying someone to do this.”
Convenience
Low effort
Trusted guidance
From Insights to Design
FROM INSIGHTS TO DESIGN
CUSTOMER INSIGHTS
PRODUCT IMPLICATIONS
Start with confidence
Build confidence before commitment
Clarify pricing, expectations, and how the service works.
Shopping for a person, not a product
Lead with the expert
Connect customers with an expert earlier in the journey.
The work still felt manual
Remove unnecessary effort
Automate intake and eliminate upfront work.
Service on their terms
Design for flexible engagement
Support different levels of expert involvement.
EXPERIENCE DIAGNOSIS
EXPERIENCE DIAGNOSIS
Customers were doing too much work
before ever reaching an expert.
2 min
10 min
20 min
30 min
before expert
connection
30 min
10 min
U P F R O N T C U S T O M E R W O R K
Highest abandonment occurred before customers reached an expert.
SERVICE MODEL TRANSFORMATION
SERVICE MODEL TRANSFORMATION
We moved the expert relationship
forward and the work behind it.
1 min
2 min
time to connect
E X P E R T- G U I D E D P R E P
ORGANIZATIONAL ORCHESTRATION
Transforming the service required aligning eight organizations around a single operating model.
Product Platform
Identity Platform
IDX Platform
Expert Operations
Design
Product
Engineering
IDS
DESIGN ORGANIZATION
Design organization structure across Personal Tax and Business Tax
Led 3 managers across a 25-person design organization
Personal Tax
Personal Tax
Business Tax
Content
Operationalizing the transformation
OPERATIONALIZING THE TRANSFORMATION
Tax season created a fixed
rhythm for planning, testing,
and delivery.
Operationalizing the transformation
OPERATIONALIZING THE TRANSFORMATION
Tax season created a fixed
rhythm for planning, testing,
and delivery.
We planned after Tax Day, used
3rd Peak to test and derisk,
then handed off each release
for the next season.
3RD PEAK VALIDATION
We ran 75+ experiments to
derisk the next season.
Testing concepts, service models,
and key moments across the
experience.
Key Moments of Truth
KEY MOMENTS OF TRUTH
new service experience.
1
2
3
START WITH CONFIDENCE
Redesign the choice
architecture.
Bring price, expert value, and clear
choices forward to build confidence
and drive action.
107
conversion index
vs. control
FROM
TO
CONNECT FASTER
Turn onboarding into
connection.
Cut onboarding from 30 minutes to
as little as 2, connecting customers
directly with an expert.
2x
unit conversion
FROM
30 min
TO
2 min to connect
UNLOCKING SCALE
Customers valued
immediacy over choice.
Customers told us they wanted to
choose their expert. In-market
testing showed 95% chose an
expert available now, unlocking a
model that could scale to
seasonal demand.
95%
chose available
now
FROM
TO
SERVICE ON THEIR TERMS
Meet customers
where they are.
Expand beyond a single
service path with more ways
to connect and guided
support through the hardest
parts of getting started.
SCHEDULING + CALL
GUIDED SETUP
ASYNC PREP
IMPACT
Transformation
delivered at scale.
63%
growth
revenue
40%
unit conversion
growth
92%
faster
connect
$300M
incremental portfolio
revenue