UI/UX Product Design
Improving TurboTax Completion Rate
Designed and optimized an adaptive navigation system for TurboTax that guided users through complex tax workflows based on their progress, needs, and context. Simplified information architecture, improved wayfinding, and reduced navigation friction
Year :
2025
Industry :
Tech
Client :
Concept Project
Project Duration :
4 weeks
Problem :
TurboTax users who exit mid-filing and return later often lose their sense of place, forced to backtrack through multiple screens or click around in confusion just to find where they left off. Through 5 contextual inquiries, user interviews, and a heuristic evaluation, I identified this re-entry friction as a key drop-off point in the filing journey, directly impacting completion rate, a critical business metric for any fintech product where task abandonment means lost conversions and reduced user trust.
Solution :
I designed an adaptive navigation system centered on a dynamic Tax Home that surfaces only what's relevant to each filer's situation, paired with a "Continue where I left off" button and a smart left panel featuring a "Jump to Section" function. This context-aware, personalized experience reduces cognitive load, streamlines navigation, and helps returning users re-orient instantly, turning a fragmented resume flow into a seamless, guided path to completion.
Challenge :
As a solo designer owning the entire UX process, research, persona development, competitive analysis, prototyping, and usability testing, the biggest challenge was ensuring the adaptive logic wasn't just desirable but technically viable. I partnered with a data scientist to validate that the personalization and context-detection mechanics could realistically be built on top of TurboTax's existing data structure, grounding the design in both user needs and technical feasibility.
Summary :
Over 3 weeks and 5 rounds of usability testing, this project demonstrated how adaptive, data-informed navigation can transform a high-stakes, complex process into a more confident, intuitive experience, delivering a 30% faster task completion time along with measurable gains in user confidence and reduced hesitation on return visits. It reflects my end-to-end product design approach: rigorous user research, cross-functional validation, and a relentless focus on reducing friction to drive measurable outcomes in fintech products.
More Projects
UI/UX Product Design
Improving TurboTax Completion Rate
Designed and optimized an adaptive navigation system for TurboTax that guided users through complex tax workflows based on their progress, needs, and context. Simplified information architecture, improved wayfinding, and reduced navigation friction
Year :
2025
Industry :
Tech
Client :
Concept Project
Project Duration :
4 weeks
Problem :
TurboTax users who exit mid-filing and return later often lose their sense of place, forced to backtrack through multiple screens or click around in confusion just to find where they left off. Through 5 contextual inquiries, user interviews, and a heuristic evaluation, I identified this re-entry friction as a key drop-off point in the filing journey, directly impacting completion rate, a critical business metric for any fintech product where task abandonment means lost conversions and reduced user trust.
Solution :
I designed an adaptive navigation system centered on a dynamic Tax Home that surfaces only what's relevant to each filer's situation, paired with a "Continue where I left off" button and a smart left panel featuring a "Jump to Section" function. This context-aware, personalized experience reduces cognitive load, streamlines navigation, and helps returning users re-orient instantly, turning a fragmented resume flow into a seamless, guided path to completion.
Challenge :
As a solo designer owning the entire UX process, research, persona development, competitive analysis, prototyping, and usability testing, the biggest challenge was ensuring the adaptive logic wasn't just desirable but technically viable. I partnered with a data scientist to validate that the personalization and context-detection mechanics could realistically be built on top of TurboTax's existing data structure, grounding the design in both user needs and technical feasibility.
Summary :
Over 3 weeks and 5 rounds of usability testing, this project demonstrated how adaptive, data-informed navigation can transform a high-stakes, complex process into a more confident, intuitive experience, delivering a 30% faster task completion time along with measurable gains in user confidence and reduced hesitation on return visits. It reflects my end-to-end product design approach: rigorous user research, cross-functional validation, and a relentless focus on reducing friction to drive measurable outcomes in fintech products.
More Projects
UI/UX Product Design
Improving TurboTax Completion Rate
Designed and optimized an adaptive navigation system for TurboTax that guided users through complex tax workflows based on their progress, needs, and context. Simplified information architecture, improved wayfinding, and reduced navigation friction
Year :
2025
Industry :
Tech
Client :
Concept Project
Project Duration :
4 weeks
Problem :
TurboTax users who exit mid-filing and return later often lose their sense of place, forced to backtrack through multiple screens or click around in confusion just to find where they left off. Through 5 contextual inquiries, user interviews, and a heuristic evaluation, I identified this re-entry friction as a key drop-off point in the filing journey, directly impacting completion rate, a critical business metric for any fintech product where task abandonment means lost conversions and reduced user trust.
Solution :
I designed an adaptive navigation system centered on a dynamic Tax Home that surfaces only what's relevant to each filer's situation, paired with a "Continue where I left off" button and a smart left panel featuring a "Jump to Section" function. This context-aware, personalized experience reduces cognitive load, streamlines navigation, and helps returning users re-orient instantly, turning a fragmented resume flow into a seamless, guided path to completion.
Challenge :
As a solo designer owning the entire UX process, research, persona development, competitive analysis, prototyping, and usability testing, the biggest challenge was ensuring the adaptive logic wasn't just desirable but technically viable. I partnered with a data scientist to validate that the personalization and context-detection mechanics could realistically be built on top of TurboTax's existing data structure, grounding the design in both user needs and technical feasibility.
Summary :
Over 3 weeks and 5 rounds of usability testing, this project demonstrated how adaptive, data-informed navigation can transform a high-stakes, complex process into a more confident, intuitive experience, delivering a 30% faster task completion time along with measurable gains in user confidence and reduced hesitation on return visits. It reflects my end-to-end product design approach: rigorous user research, cross-functional validation, and a relentless focus on reducing friction to drive measurable outcomes in fintech products.