![]() Work fast to keep making small improvements toward the final productĪlong with these steps, we conducted concept tests with users along the way to validate our rough ideas. Make tough decisions to concentrate on the areas of greatest impact It takes a lot of ideas to get a good idea Unexpected ideas and outlier answers from users could be levers for innovation Observe customers firsthand to identify usage patterns and pain points Deep customer empathy and no assumptions.41% of users toggle between tax prep tabs and help tabs in browser while completing their taxes.77% of desktop users had a browser width of 1200px+.We used data to validate that we were solving a significant pain points for customers and guide our design decisions. We presented our concepts to our Senior Director of Design, SVP of Design, and C-level GM of TurboTax for feedback and design approval. Together, we developed the principles, strategy, and broad thinking, as well as producing the screen level executions. My design partners were another lead designer, a dedicated iconographer, and a principal design strategist. I was one of the design leads for this project. Navigation needed to scale to include additional brand offerings to global navigation.Larger, bolder fonts to bring better hierarchy and increase accessibility to AAA levels.Make room for new Intuit ecosystem product offerings.Decouple from the traditional blue and white banking look and feel.Modern, slightly-playful aesthetic that creates ownable, delightful moments.More whitespace to help the user focus on the task at hand.Floating and unanchored secondary navigation caused confusion.Segmented, "box within a box" UI created visual clutter and limited space for content.Poor hierarchy between primary and secondary navigation.Top heavy navigation pushed content below the fold unnecessarily.Help content took the user away from the screen they had questions about.Interface wasn't utilizing the space that came with the increase of 16x9 widescreen monitors.Users struggled with sense of place and sense of progress.Interaction and Navigation customer problems: Through a comprehensive internal product audit, a deep dive into qual and quant data, and customer feedback, we narrowed our focus to a set of problems we aimed to solve. Problems & Prioritiesīecause it had been over a decade since the last TurboTax redesign, there were a slew of problems and priorities we identified that needed to be solved. ![]() With a clear vision in mind to develop and deliver a completely redesigned, cohesive design system for Tax Year 2017, our team began work on a redesign that would not only purposefully flex along each customer’s unique journey, but also deliver a fresh, innovative, and truly elegant overall experience end-to-end. The business was going to introduce new offerings beyond taxes.Its design language primarily existed as a singular system heavily grounded in do-it-yourself (DIY) tax preparation.The last consumer-facing design change took place in 2003.In 2016, a decision was made to update TurboTax for a few reasons: Re-imagine the global navigation system and visual design language for Intuit TurboTax – the nation's leading tax preparation solution serving over 36 million users. ![]()
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