Expert 365
building a 0-1 product
WHAT
We launched a pilot for TurboTax’s first SaaS product. This offering provided full service tax filing and bookkeeping—all managed by an expert.
WHY
The target audience is small businesses growing from sole proprietorship to incorporation. With 75% of CPAs hitting retirement age in this decade, Expert 365 fills a critical gap in the market.
CONTRIBUTION
- Understood complex requirements of the scope
- Met with developers three time weekly to expedite build
- Strategized product flows
- Owned all the in-product content
- Contributed to user research, learning plans, and synthesis
Expert Assist
modernizing tax flows
WHAT
We migrated to a new tech stack and redesigned flows to deliver a streamlined experience that met our new design standards.
WHY
The tech stack was over 10 years old and the UI was extremely out of date. We wanted to give our business tax customers a better experience.
CONTRIBUTION
- Worked closely with SMEs on high-complexity tax topics
- Owned all the in-product content
- Wrote help icon content at critical points of need
- Mapped UI data inputs to appropriate tax forms
- Designed flows for special conditions and dependencies
Returnly
designing a new onboarding flow
WHAT
We designed a much-needed onboarding flow that helped users complete account setup on their own, alleviating the burden on the implementation team.
WHY
It wasn’t scalable for users to rely on the implementation team to onboard.
CONTRIBUTION
- Designed new modals
- Owned onboarding content
- Participated in user research sessions
- Consulted with implementation team to understand requirements
- Build a scalable designs
- Setup benchmarks for iternation
Expert Assist
becoming a hybrid designer:
same flow, new look
We did a full redesign of the Expert Assist deductions flows, but the income flows were migrated as-is and still needed more work.
We didn’t have product design support, so I did it myself—I reduced the flow from three pages to two and eliminated three points of need by writing better content.
CONTRIBUTION
- Redesigned the flow
- Utilized existing Figma components from libraries
- Simplified the experience
- Reduced cognitive load for users
- Ensured a light lift for developers by reusing patterns
H&R Block
redesigning a high-traffic homepage
I redesigned H&R Block’s homepage alongside two product designers. Because this page receives 10M+ visits per month during tax season, this project was high priority and high visibility.
The company wanted to move the needle on conversions and stay relevant to a diverse and growing user base. We also launched a new visual language.
We accomplished the following goals:
→ Improved conversions and captured greater market share
→ Improved visibility for individual products
→ Made H&R Block more relevant with new, fresh design
CONTRIBUTION
- Made data-driven design decisions
- Iterated on variants for A/B testing
- Designed new modals
- Owned all content
The Gits documentary
building a site end-to-end
I launched a new site for The Gits documentary’s 20th anniversary edition to fit the vibe, narrative, and visual language of the film’s rerelease.
CONTRIBUTION
- Held three working sessions with client
- Created scope and workback plan
- Researched a host and platform with CMS
- Implemented SEO, Google Search Console, and Google Analytics
- Edited and extracted assets in Photoshop
- Managed registrar migration, DNS records, and custom email
Articulate
creating an seo training
I created an internal training course to teach current and future content creators how to optimize their articles for SEO.
This course was built with Articulate’s award-winning product, Rise 360.
CONTRIBUTION
- Conducted research to write the course
- Gathered assets
- Built the course
- Added course to Learning Management System (LMS) library
- Migrated it to a GitHub repository
Articulate
digital storytelling
When Articulate hosted its first virtual company retreat, I put together a social media story with some fun screenshots from Slack.
The Wall Street Journal caught wind of it and wrote an article about the retreat, based on my digital storytelling.
Read the original thread or check out The Wall Street Journal article:
Your Corporate Retreat Is On—but It’s Going to Be Weirder
CONTRIBUTION
- Drafted and ideated posts
- Curated assets
- Strategically scheduled story installments