2025 Aug - 2026 May / Lead Product Designer
Driving conversion across the TurboTax acquisition funnel
As the lead designer for TurboTax's top of funnel and mid-funnel, I led the top of funnel design and engineering team to tackle two key conversion problems: improving sign-in rates across top of funnel pages and increasing expert-assisted tier selection during onboarding.
Design Solution
Top of Funnel Solution
Improving sign-in rates across front door pages
Original segment landing pages led with generic product features, making it hard for each customer type to see the value of TurboTax for their specific tax situation. I redesigned over 10 segment and promotional pages with tailored messaging and consistent design patterns, driving desktop traffic-to-auth improvements of up to 33% and mobile traffic-to-auth improvements of up to 113% across individual pages.
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Top of Funnel Solution
Switch and Save promotion highlight
The Switch & Save promotion had an existing style but lacked enough visual emphasis on the expert-assisted offer, causing it to get lost among other service tiers. I redesigned the promotional component with a stronger visual treatment, driving a 3.2% increase in customers choosing the expert-assisted filing tier.
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Mid Funnel Solution
Restructuring the service selection flow inside the product
Users landed on a single screen asking them to choose a service tier with no pricing, no context, and all options presented as equals, right after a cognitively demanding tax checklist. I restructured the flow into two focused steps, capturing intent first then presenting pricing and offer context, driving a 7% increase in customers choosing the expert-assisted filing tier among new customers.
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