TaxAct Xpert Help

August – November 2020 (4 months)

I worked with the TaxAct Assisted Help team to design the next iteration of their efforts to promote a new expert help service. Xpert Help connects the customer with a knowledgeable tax expert to help answer questions that can’t be answered by Google or TaxAct’s own general-audience documentation.

An initial design had been launched to a small set of customer during the previous tax season, and the business was ready to take it to the next level as they planned to roll it out to all customers in the next tax season.

Upselling in all the right places

We looked at the customer’s tax filing experience and determined a few places where it would make sense to promote the feature, or the context fit a need for extra help. For example, when the feature launched, all customers saw a one-time pop-up modal notification that Xpert Help was now available. Deeper into the filing experience, we identified around 10 screens where users typically had complex questions or other difficult choices to make and added dismissible upsell messages. For example, questions about deductions are common, so the feature was offered there.

We conducted a validation test of various presentational styles of the upsell blurb, as well as various copy options. This helped us learn a lot about what words resonated with customers and made them feel more confident about purchasing extra help.

All customers were notified of the new feature upon logging in for the coming tax season.
Customers were offered extra help in high-friction areas.

Upgrade offer

When a customer opted to learn more about Xpert Help, they were presented with an upgrade screen that contained more information about the service. Thanks to those validations we conducted with customers, we knew a lot of the keywords and information they were looking for, which made for minimal edits as the designs were tested again.

More information was offered to customers before purchasing.
After purchasing, customers were shown how to access Xpert Help.

Engagement reminders

In order to help remind customers to use the Xpert Help service they had purchased, reminder messages were placed in those same high-friction areas that we had identified. These messages replaced the upsell popups for customers that had already purchased, but not used, Xpert Help.

Customers who had purchased Xpert Help, but not used it yet, were offered reminders throughout the filing experience.

Wrap up

This was a really fun project and a really sharp team. I’m glad we got so much time to work on this, even though it was a fairly narrow experience, because it fostered a healthy environment of exploration and testing. These designs have already evolved beyond what’s show here—and that’s a good thing—but they served their purpose well in their time.

© Jared Christensen

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