TurboTax Get Data Initiative

April 2013 - October 2013

"Get Data" is a long-term strategic initiative to widen the TurboTax user funnel with the use of OCR technology. My team defined a vision, strategy and roadmap based on ethnographic research and weekly user research sessions. As creative lead, I defined both mobile and web strategy as well as created concepts, wireframes and prototypes for testing.

For the 2014 tax year, this initiative brought in 15K units, or an additional $1.2M in revenue. We also set the foundation for this now core team at TurboTax and started the movement for a cornerstone of the TurboTax experience 3 years later.


User Research Sessions

The team conducted multiple research sessions in San Diego, Los Angeles and Colorado to understand customers' relationships with taxes. With the APM (associate product manager) on the team, we set the rhythm for weekly research sessions where we interviewed customers and tested concepts and wireframes.

Photos from "follow-me'home" research sessions

Photos from "follow-me'home" research sessions

Visioning & Strategy

I worked very closely with my PM and developer counterparts to create the vision and strategy for the team. By facilitating brainstorming sessions and key stakeholder meetings, we developed a strategy and roadmap for the 2014 tax year.

Whiteboard sessions detailing scope and strategy

Whiteboard sessions detailing scope and strategy

Documentation

In order to share our vision and roadmap with other product teams and with leadership, I worked on documentation. By working very closely with my APM counterpart, we iterated >10 times to succinctly define our long-term vision and capabilities in the first year.

Roadmap planning with APM before official documentation

Roadmap planning with APM before official documentation

Mobile & Web Designs

To help visualize strategy, get user feedback and implement v1 designs in market, I created wireframes and mockups in Omnigraffle and Adobe Fireworks. I also created high level workflows to walk stakeholders through the experience.

Mobile & web wireframes

Mobile & web wireframes