TaxAct

America's #2 online tax filing product. Our challenge: steal market share. Our strategy: create a more simple, friendly, and — dare we say it? — fun online brand.

The Challenge

TaxAct came with us with a seemingly simple ask: Increase conversions and decrease bounce. What was needed in order to achieve this was a complete overhaul of their homepage, which was in desperate need of simplification.

“Conversion optimization isn’t about changing elements on a page. It’s about solving people’s problems.”

— Talia Wolf

Insights

After performing stakeholder interviews, reading through research documents and persona studies, we came away with several key insights:

Create a distinctive value proposition
Reduce the category clutter
Make it modern
Personalize the message
Instill honesty and transparency
Focus on these personas: Switchers, Freelancers, Early Filers, Late Filers, Return Customers

Design Approach

We broke the homepage down into modules, allowing us to test different variations and combinations tailored to audience and season.

Flow Diagram

We diagrammed user interactions and flows, showing how we would drive customers to create an account.

Wireframes

Armed with customer insights and our flow diagram, we proceeded to wireframe out the homepage modules.

Visual Concepts

We then proceeded to create several visual concepts, exploring photographic, illustrative, and abstract directions.

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The Result

The homepage turned into an opportunity to redefine the TaxAct brand and make it simpler and more playful. To give customers a better first impression, the new TaxAct website features a brand new design aesthetic, illustration style and tone of voice.