Collect Docs & Prep Tax
Help accountants collect seasonal client docs w/ integrated pro-tax solution
Rapid Learning | Prototype | Responsive Web | Global Ecosystem
Challenge
Context: Intuit Link is a web-based experience that is initiated by accounting firms that also use the cloud-based Pro Tax Online. Link attempt to get the docs early, then the tax platform can extract data and start tax prep. Ultimately, this is a two-sided platform between Taxpayers and their Pro. Building trust and confidence is crucial.
Goal: Build an experience that is not intimidating for Taxpayers to get started. Then, with the resulting docs & info, create deep integrations into to the core tax product and adapt for global ecosystem design changes.
Process
Rapid Learning: Collaboration between product, engineering and design to build rapid prototypes, based on rounds of in-person feedback with accountants. We would use our hands to build ideas, then get immediate feedback. After a few rounds, we have a ton of learning.
Teams walked away with a clear understanding of the opportunity after aligning on:
Problem: When accountants can collect documents early, they can determine which clients are motivated to finish. The Link experience needs to be non-intimidating, easy and familiar.
Solution: Create ways for the tax firm to white label the experience, customize the engagement letter and customize questions. They take their business seriously and don't want to misrepresented.
Test Assumptions: We would then develop refined prototype and take them directly to tax professionals. Starting with the riskiest assumptions, we would learn the "why" behind the feedback.
Solution
Taxpayer Side: The Taxpayer experience was web responsive, working on any device. "Sign In" and "Document Collection" widgets were integrated from the global ecosystem.
Key Features:
Accountant firm name and photo presents a familiar profile to the Taxpayer
Questions are quick to answer and felt less overwhelming than before
Doc collection was easy on phone or tablet
Progress was visible and made sense, answering only questions the Accountant assigned
Accountant Side: This was a complete rebuild and integration into a new foundation, based on global ecosystem direction towards Quickbooks and other architectural compatibility.
Dashboard Integration: Accountants were always having trouble tracking progress, so I developed a "tracker" concept based on visits to various accounting firms. After validating the idea with multiple customers, a more detailed prototype was created to narrow down on actual use cases. In the end, we solved a huge problem and made Link even easier to use from inside the tax dashboard.
Tax Return Integration: Accountants need to use multiple monitors and keep many screens open to complete a single return. The context switching can slow them down. Link was added as a companion to completing a return with the addition of an intelligent side panel. Everything collected was ready to use, plus customer contact info was readily available.
Outcome
Between Link and Pro Tax platform, delivered "advanced organizer" and "smart checklist" features
Experience features in Link create 68% adoption/collaboration for accountants and taxpayers, up from 27% adoption
On the accountant side, increased awareness of E-Signatures creating 144% improvement in trial adoption and 99% increase in purchases from prior year
Led 2 "factory" sessions, 10+ in-depth customer interviews, 8+ "follow me to the office" observational studies and multiple usertesting.com prototype studies — all building deep customer-backed design rationale which led to product success
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