Take $351m in annual revenue. Then 7x it.
$
20m
win in a single A/B test
700
%
growth in annual revenue over the course of our partnership from $351m to $2.78b per year
In addition to their amazingly creative work, what I loved about the Tangible team is that at the end of the day, my stakeholders could not tell the difference between an internal creative on my team and a member of the Tangible team. The engagement worked so much smoother than the typical agency engagement; it was much healthier for my internal team and much more successful with regards to the final outcomes.
Sandra Jones
Former Senior User Experience & Creative Leader, TurboTax

Objectives

As TurboTax’s UX agency of record for more than 10 years, we worked closely with the web, direct response, product design and customer support teams to:

Increase conversion - win more completed tax filings
Win more market share among consumer tax filers with low financial complexity
Win back returning customers
Approach

Over the course of our tenure, we designed mobile apps, designed aspects of the core product, produced explainer videos, reimagined the marketing website experience, and led the TurboTax team into an evidence-based design paradigm.
But the core of our partnership was built around the customer support experience. The TurboTax Support team asked us for help to go from being an obligatory loss leader to a powerful revenue center. We conducted customer research sessions, a series of design thinking exercises and rapid experiments that revealed a clear opportunity for TurboTax to become the preferred source of truth for tax-related questions.

Based on these findings, we designed a completely new CX and content strategy for the TurboTax Help system. It was a total re-think of both what was being served to the customer, as well as how it was being delivered on the back end.

Results

The year we began working with TurboTax as their UX agency of record, Intuit’s consumer tax revenue (primarily TurboTax) generated $351 million. We worked closely with TurboTax through 2019. It was a wild ride — in 2019, TurboTax generated more than $2.78 billion in revenue.
Over that period, we helped TurboTax pioneer the practice of A/B testing, learning constantly from our experiments to improve the customer experience, increase brand loyalty and drive conversions, and helping to achieve and cement TurboTax’s dominance of the consumer tax filing market. In just one of many successful A/B tests, we proved that a more personalized in-product experience would increase completed tax filings, resulting in a $20 million win.
Most critically, our work with the Support team transformed the customer experience of getting tax questions answered from a difficult operation into a rewarding experience marked by speed and delight. The result of our work forms the basis for in-product Self-Help, a core differentiating aspect of the TurboTax experience. Significant YOY revenue and conversion increases have been directly attributed to the Self-help experience.

Services
A/B testing
Experience audit
Service Strategy
User research
Ethnography
Persona development
Content strategy
Digital strategy
Product strategy
Innovation workshops and training
UX/UI design
Interaction design
Content design
Information architecture
Pattern libraries
Consumer app design
Visual design
Marketing copy for websites, email and direct mail
Style guides and editorial direction
Live action video
Motion graphics
Animation
Rapid prototypes and experiments
User testing and feedback
HTML/CSS/JS

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