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Intuit partners with UserTesting to launch new health insurance section of TurboTax

Hannah Alvarez  |  May 25, 2016

The challenge

As part of the Affordable Care Act, 2014 was the first tax year that U.S. taxpayers had to report their health coverage to the IRS. TurboTax, the #1 best-selling tax software in the U.S., had a unique challenge: how could they accurately guide taxpayers through the newly required healthcare forms in a way that made sense? Carol Valdez, Principal Content Designer at Intuit, was tasked with delivering the content that would communicate to users how to correctly complete the healthcare portion of their taxes. Carol had to successfully communicate complex information in a way that was clear and understandable to all users—and she was starting with a blank slate. On top of that, she had to ensure that the product’s instructions were clear to all U.S. taxpayers, not just those in certain states. Users in different states have different terms for some health coverage issues (and different political opinions about the Affordable Care Act). That meant that the team couldn’t rely on in-lab testing in their Southern California location; they needed to recruit test participants from all across the country. That’s when Carol enlisted the help of UserTesting to get user feedback on the team’s prototypes and validate their content decisions.

The solution

Through UserTesting, Carol and her team recruited users from all across the U.S. to give feedback on their content throughout the prototyping phase of development. It was important for the team to reach users in different geographical locations and with different political viewpoints. The feedback allowed the team to identify terminology the users found confusing—and what terminology they naturally used instead. Once they discovered an interesting reaction from a test participant in one part of the country, they could iterate on their content and quickly launch another study with other users in that region. This allowed them to build an intuitive conversation with users that guided them successfully through the healthcare section of their taxes.

The result

Intuit used feedback from taxpayers all across the U.S. to identify the correct language for their new section, making it the best-converting section of the product for the 2014 tax year. Carol reports that with the feedback she got through UserTesting, the healthcare section is now the best-converting section of TurboTax.

It was really valuable to get user feedback early in the prototyping process. That way, we could make changes and find a solution that worked without slowing down our development cycle. - Carol Valdez, Intuit

To learn how other innovative companies are using UserTesting to improve their user experience, see more case studies.

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About the author:

Hannah is a content manager, dedicated to helping marketers and designers build amazing experiences. In her free time, she likes making things and going on adventures.