Turbotax

At Intuit, I served as the Senior Lead UI/UX Design Architect / Strategist, where I spearheaded initiatives to enhance the TurboTax user experience. I collaborated with cross-functional teams and applied behavioral economics to drive positive business outcomes. My role also involved leading A/B testing, developing wireframes, and implementing Lean UX practices. One of my proudest achievements was tackling the challenge of high drop-out rates. I led an innovative experiment that combined music engagement, social interaction, and real-time biometric data to create a more engaging and personalized user experience. This groundbreaking work led to the filing and approval of a patent, making my time at Intuit one of the most fulfilling phases of my career.

Approach

My Role

• Cross-Functional Collaboration: Worked with various teams to deliver exceptional TurboTax experiences.

• Behavioral Economics & Marketing: Applied principles to drive positive business outcomes.

• A/B Testing: Led initiatives to grow revenue and market share.

• Design & Prototyping: Developed wireframes and prototypes from sketches.

• Lean UX: Streamlined the design process through Lean UX practices.

• Communication: Created flow diagrams and presentations for stakeholders.

• Public Relations: Engaged in social PR and product reviews.

• Agile & Scrum: Worked in an Agile and Scrum environment.

• Research & Testing: Contributed to product research and user testing.

• Documentation: Wrote user guidelines and developed personas for better UX.

• Innovation: Played a role in new product research and innovation.

• Widget Library: Created a comprehensive widget library for design.

• Iconography: Provided suggestions for iconography and product ideas.

• Software Tools: Utilized Photoshop, Illustrator, Axure, OmniGraffle, and Microsoft Office.

• Patent (9891792):

  • Filed and obtained approval.
  • Focused on collecting and analyzing biometric data.
  • Enabled real-time interpretation and response to user emotions.
  • Enhanced user satisfaction and engagement.
  • Utilized biometric data for valuable insights into user behavior and preferences.

Achievements:

• Patent Approval: Successfully filed and obtained a groundbreaking patent, “Method and System for Building and Utilizing Interactive Software System Predictive Models Using Biometric Data” (Patent 9891792).
• Revenue Growth: Led A/B testing initiatives that contributed to significant revenue growth and increased market share for TurboTax.
• Innovative Solutions: Developed and implemented innovative solutions like HeartHUB, which utilized real-time biometric data for personalized user experiences.
• Cross-Functional Leadership: Successfully collaborated with cross-functional teams, resulting in exceptional user experiences for TurboTax customers.
• Streamlined Processes: Implemented Lean UX practices, significantly streamlining the design process and improving efficiency.
• Enhanced User Engagement: Introduced music engagement and social interaction features that significantly reduced user drop-out rates.
• Thought Leadership: Played a key role in new product research and innovation, positioning the company as a leader in user-centric solutions.
• Comprehensive Design Resources: Created a comprehensive widget library and provided valuable suggestions for iconography, aiding in the design process.
• Effective Communication: Developed flow diagrams and presentations that effectively communicated complex ideas to project managers and executives.
• User-Centric Documentation: Wrote user guidelines and developed personas, enhancing the overall user experience and satisfaction.
• Tool Proficiency: Demonstrated expertise in multiple software tools like Photoshop, Illustrator, Axure, OmniGraffle, and Microsoft Office, contributing to the project’s success.
• Public Relations: Engaged in social PR and product review activities, boosting the product’s public image and customer trust.

The Approach:

My approach at Intuit was holistic, data-driven, and user-centric. I led a cross-functional team and collaborated closely with various departments to ensure that we delivered an exceptional user experience. I applied principles of behavioral economics and marketing techniques to drive positive business outcomes. To make informed decisions, I spearheaded A/B testing initiatives that provided valuable insights into user behavior and preferences.

Innovation was at the core of my strategy. I introduced novel features like music engagement through Spotify playlists and social interaction mechanisms to reduce user drop-out rates. The pinnacle of my approach was the invention of HeartHUB, a real-time biometric data collection system that personalized the user experience based on emotional patterns.

I also focused on streamlining the design process by implementing Lean UX practices and working in an Agile and Scrum environment. This allowed us to be more responsive to user needs and market changes. My comprehensive approach not only improved user engagement but also led to the approval of a groundbreaking patent, making my tenure at Intuit a highly rewarding experience.

Strategy:

Phase 1: Research & Planning

In the initial phase, I conducted comprehensive research to understand the challenges TurboTax was facing, particularly the high drop-out rates. I collaborated with cross-functional teams to gather data and insights, which helped in formulating a strategic plan.

Phase 2: Experimentation

I led A/B testing initiatives to experiment with different features and approaches. This phase allowed us to identify what worked and what didn’t, providing a data-driven foundation for further development.

Phase 3: Innovation & Development

Based on the insights from the experimentation phase, I introduced innovative solutions. This included the integration of Spotify playlists for music engagement and the concept of “power of many” for social engagement. I also developed wireframes and prototypes to visualize these features.

Phase 4: HeartHUB Creation

The most groundbreaking part of the strategy was the invention of HeartHUB, a real-time biometric data collection system. This phase involved technical development, user testing, and finally, implementation.

Phase 5: Lean UX & Agile Implementation

I implemented Lean UX practices to streamline the design process and worked in an Agile and Scrum environment to ensure rapid and responsive development.

Phase 6: Communication & Documentation

I created flow diagrams, presentations, and documentation to communicate the changes and new features to both the internal team and external stakeholders. This also included writing user guidelines and developing personas for a better user experience.

Phase 7: Monitoring & Optimization

After implementation, I continuously monitored user engagement and other key performance indicators. Based on the data, further optimizations were made to improve the user experience continually.

Phase 8: Patent Filing & Approval

The culmination of this strategy was the successful filing and approval of a patent for the HeartHUB system, which was a significant milestone not just for me but also for the company.

By breaking down the strategy into these distinct phases, I was able to tackle the complex challenges systematically, leading to a successful outcome that included improved user engagement, revenue growth, and groundbreaking innovation.

Key Metrics:

Experimenting with Beats Music from Apple, You can view the entire experiment here on this PDF  CLICK HERE

Key Learnings and Takeaways:

• Data-Driven Decision Making: One of the most crucial lessons was the importance of making decisions based on data. A/B testing and other analytics tools provided invaluable insights that shaped our strategies.

• User-Centric Approach: The success of features like HeartHUB and Spotify integration reinforced the importance of putting the user at the center of all design and development efforts.

• Cross-Functional Collaboration: Working with various departments taught me the value of diverse perspectives in creating a well-rounded product.

• Innovation Pays Off: The approval of the HeartHUB patent was a testament to the power of innovative thinking. It not only solved a problem but also added a unique value proposition to the product.

• Agility is Key: Working in an Agile and Scrum environment highlighted the importance of being flexible and adaptable to change, especially in a tech-driven landscape.

• Behavioral Economics in UX: Applying principles of behavioral economics was a game-changer. It provided a deeper understanding of user behavior and how to influence it positively.

• Importance of Communication: Creating flow diagrams and presentations for stakeholders made me realize the importance of effective communication in executing a successful project.

• Continuous Monitoring and Optimization: Post-implementation, the work is far from over. Continuous monitoring and optimization are crucial for long-term success.

• Emotional Intelligence in Tech: The use of biometric data to gauge user emotions opened up a new frontier in UX design, emphasizing the role of emotional intelligence in technology.

• Cost-Effectiveness: Learning to balance innovation with cost was crucial. Features had to be not only groundbreaking but also financially viable for long-term sustainability.

• Customer Feedback is Gold: User surveys and feedback were invaluable in refining the product and should be an integral part of any UX strategy.

• Documentation Matters: Writing user guidelines and developing personas may seem secondary but are essential for scalability and consistency in user experience.

These learnings have been instrumental in shaping my approach to UX design and strategy, providing me with a well-rounded skill set that I can apply to future challenges.