Driving conversion across the TurboTax acquisition funnel

As the lead designer for TurboTax's top-of-funnel and mid-funnel, I led the 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. To scale this, I built the TurboTax.ca front door design system, turning one-off fixes into reusable components that carried across pages.

Design 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.

Before

After

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.

Before

After

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.

Before

After