The future of tax filing

Challenges

Launch a MVP in a new market.

1. Create a content experience that encourages uptake of a new brand.

2. Easy to use and personalised enough that users believe they are getting a superior service over the free government tax filing tool.

The work

A/B iterations on drop off points

The biggest drop of points were at registration, a ‘tax expert’ screen, and payment. Using the data collected from quantitative testing, I worked with the designers and project lead to come up with alternatives. The data also showed that most users preferred to use a mobile, rather than a desktop, so I focused content iterations on a mobile-first design.

Original:

Originally, a lot of focus was placed on the ‘tax expert’ and what they could do to help users with their return. However, quantitative surveys showed that users were confused about the role of the expert, didn’t think they needed one for a simple tax return, or thought it would make it too expensive.

Iteration 1:

As a result of the surveys, I chose to focus more on the steps of the process and how the expert will help at each stage. I also added a ‘satisfaction guarantee’ to combat any fears users might have with the product and changed the text on the button to be action-orientated.

Iteration 2:

When the first iteration didn’t yield the desired results, again I focused on the messaging. This time taking the emphasis away from the expert entirely and instead focusing on the process.

In-app copy for four new products

The Incubator team prides itself on working quickly to investigate the opportunities in new markets. In my time there I wrote the in-app copy for two MVPs (minimum viable products) and two LMTs (live market tests) as part of the product team. Here are three examples.

Australian MVP:

This first image is a screen from the Australian product. The content I wrote welcomes users into the experience with a friendly message, gives an indication of time needed to complete a process, and an actionable CTA. The aim of the screen is to encourage users to move forward in the app, so this screen very clearly states the process and the time it will take.

Brazil live market test:

The middle image is a screen from the live market test designed for the Brazilian market. My aim here was to use design and copy to demonstrate the complexity of the users’ return and persuade them to move forward.

Mexico live market test:

The final screen is from the Mexico live market test. Here I aimed to create excitement by giving an estimated refund and demonstrating that is a trustworthy product by introducing the tax experts.

Implementing localisation content processes

Localisation is tricky, and at Taxfix it was no different. There was no process so to speak, which meant it was often an afterthought and rushed right before launch. To solve this I worked with the localisation manager to implement a process that worked alongside the agile process already in existence. With some trial and error I successfully introduced a staggered approach to localisation that fit within the 2 week sprint window before content was handed to the developers, thus solving what had been causing holdups, frustration and poor localisation issues.