Switching to H&R Block
In late 2022, I led the content design for an H&R Block initiative to create a custom experience for new users who switch from TurboTax.
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H&R Block is attempting to regain market share in the DIY tax service industry. Senior leadership believed part of reaching that goal was creating custom experiences for users leaving H&R Block’s biggest competitor — TurboTax.
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Previously, every user was given the same experience, regardless of what service they came from. It felt impersonal and offered little payoff for users switching from our competitors.
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We decided to create a new custom welcome screen with messaging that builds brand trust and customer confidence.
We also introduced a new feature that will let users know if there were any missed opportunities for a higher refund on their prior year TurboTax return.
New welcome screens:
What I did:
I wrote engaging content that married the desires of senior leadership with the users’ interests. Senior leadership wanted to showcase the things that make H&R Block stand out from the competition while I represented the users’ interests by focusing on what features matter the most. While developing the content, I partnered with a UX designer to find the best way to display this content, and we developed the screens above as a modal.
New Intelligent Tax Assistant:
What I did:
The Intelligent Tax Assistant is a new feature that H&R Block is rolling out. Much like the new welcome screens, this was a bit of a balancing act. Senior leadership wanted to flex our expertise over the competition, while I focused on giving the user needed information about the feature and how it works.