H&R Block
Tax Filing Services Site Redesign
H&R Block
Tribal
User Experience Design Lead
User Flows, Sitemap, Navigation, Wireframes
Tax Products & Services Web & Mobile Site
New Site Architecture
Challenge
New site design must retain all content and features on existing site, except where specific enhancements or approved changes are being made. Existing site is over 100 main pages, over 100 support pages, and over 100 supplementary / utility pages, plus an unknown number of article, blog, and ‘help’ pages (also more than 100)
Proposed new site architecture, based on inventory of existing site sections, pages, content, and features, including product suite, tax education ‘Knowledge Center’, instructions, and customer support
Solution
Proposed sitemaps based on site / content audit - documenting entire site, and identifying all content types, features, and page templates which need to be accounted for in the new site design, to ensure site architecture, navigation, and template design will accommodate. Retaining and refining the existing product section structure, to ensure consistency for return (previous) customers.
Sitemaps
Conversion Framework & Customer Acquisition Flows
Challenge
Increase new customer acquisition rate, and return customer repeat filing (retention) rate
Solution
Map user journey across site to conversion goals, product selection and purchase, and successful tax filing
Site Flow Shows Guiding Users to Conversion Goals - Ensuring each user has the information they need at each step of their journey, to understand, feel confident, and move forward or make a decision - provide content, navigation, and calls to action at each step along the path.
Conversion & Acquisition Flows
Product Selector
Challenge
Understanding the customer product selection and decision-making logic for a complex suite of products and service offerings
Solution
Product selector decision tree, based on product attributes, user persona (new to tax, basic tax, homeowner, etc.), and specific tax scenarios - mapped back to product choice
Defining Decision Logic for 3rd Party Product Selector Tool - Selector logic will power interactive product recommender tool, as well as drive design and content development for product messaging, and education, calls to action, as they serve to guide user product selection.
Decision Logic Tree
Office & Tax Pro Locator
Get interested prospects in to the office or local tax pro (advisor) as quickly and easily as possible
Challenge
Solution
A new ‘office and tax pro locator’ tool, built in to new site, designed to work for both desktop and mobile
Location-based search for a local office - defaults to nearest local office showing address, telephone number, today’s opening hours, and map, if user’s location is known; otherwise user can enter an address, city, state, or ZIP code to search. Alternative version shows more detail including all available services and opening hours at this location.
Location-based search for tax advisors with map and/or profile image (options) - user can select from a set of services (1st option), or enter an address, city, state, or ZIP code (2nd option), or enter a name and/or location (3rd option), to search local Tax Pros. If user has already worked with a Tax Pro before, the Pro locator defaults to that past Pro, showing services offered, address, telephone number, today’s opening hours, and map, if known (could also incorporate customer reviews / ratings, not shown here).
Location-based search for offices & tax advisors with map - the tool offers two distinct flows, one for finding a nearby Office, and another for finding a local Tax Pro, and incorporates customer reviews / ratings.
Wireframes
Home Page by Tax Season
Challenge
Tax filing season is only a few months of the year. home page content that is relevant year round, and drives user to available tax products and services right for each season of the year, not only for tax filing season
Solution
Rotating homepage hero messaging, creative, and content that correspond to the annual tax cycle, so it responds to user need and intent in every season. Following a mobile-first approach, we designed the mobile pages first, then desktop followed
Tax messaging relevant for all year round. Pre-, Post-, and Tax Season content, with calls to action driving to relevant products and services for that season.
Wireframes
Web & Mobile Product Pages including Reviews
Challenge
Presenting a large and complicated product line, or set of product lines, with a wide array of options for tax filing including online web-based, downloadable software, and in-person products and services at an office, with a licensed Tax Pro, and multiple cost tiers, in a simple way that guides decision-making and purchase
Solution
An experience that guides and educates users, at each step of their journey towards identifying and finding the right product for them, and deciding to purchase. product pages with links to learn more, get support, and product comparison and selector tools, along the way. include customer reviews (from 3rd party source) throughout, to establish credibility and trust. Following a mobile-first approach, we designed the mobile pages first, then desktop followed
Wireframes
Design Exploratory for Web & Mobile Page Templates
Challenge
Translating wireframes layout into initial exploratory design templates for main pages such as Home and Products, for both desktop and mobile
Solution
Apply brand guidelines and initial design direction from Creative team to style initial page templates, reflecting proposed look and feel. Employ mobile-first approach, to ensure all components of desktop template work seamlessly at 320px and 480px breakpoints
Design Exploratory
Product Comparison Grid
Challenge
A large, complex product suite, with a wide range of pricing, level, channel, and other options, can make it difficult for prospects to understand the different product lines and products, and makes selection and purchase decision-making hard
Solution
For online products, a single comparative product grid to showcase all products in one place, with information to compare and contrast - comparing all online product benefits and pricing at a glance
Several options - from simple to detailed - were provided for testing purposes, with users / prospective customers.
Wireframes