TurboTax Live
Making a brand.
Introduced real tax experts into a DIY brand, a multi-year design journey.
Naming
Voice and tone
Key content takeaways
Qual and quant research
Messaging communication funnel
Agency playbook
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First year (tax year ‘18) - 1 million customers and $166 million in revenue
Tax year ‘23 - $1.4 billion in revenue
design and you
Inspiring the next generation of designers.
Helped under-represented high school students find career paths in design.
Wrote 84 page design book
Created in-class presentation and workshop materials
Volunteer work for Wing2Wing foundation led by Brad and Alys Smith
design leadership
Building a team.
I enjoyed putting down the pen for a while. I empowered my team to own the words on the page. My responsibilities grew beyond content. I was expected to influence every aspect of design, end to end.
Managed a team of up to 16 Content Designers
Responsible for voice and tone guidelines, vision, strategy, and all content for TurboTax (~10k product pages)
Co-led Lorem Ipsum, a yearly conference for over 100 Intuit content designers
Cut thousands of words with Content Density initiative
Co-led design critique panels
Had manager Pulse survey scores of 100 twice
Led Outside Voice events to inspire content team and build content awareness on greater design team
scripts | events
Script for 3-year product vision
Wrote script and interviewed customers in the video for a company event
Content lead for big corporate events
design exploration
Small team explored creating a single app that combined all of Intuit’s apps
A few designers explored what it would look like if TurboTax didn’t charge for tax complexity
agency stuff
Sony 4K projector launch
HP Photo Book campaign
AI prompt design
Making AI conversational.
Wrote AI prompts to improve coherency and relevancy in generated responses.
20+ M GenAI explanations in 4 months
70.6% helpfulness
155 index to prior year explanation
10% click through rate
