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USER EXPERIENCE AND
PHIL OHME
UX STRAT 2015 - ATHENS, GA
MOBILE STRATEGY9 SEPTEMBER 2015
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WHAT WE KNOW ABOUT OUR MOBILE USERS
20-40 year olds
Simple to complex returns
Short attention span
Like not having to enter data
Tech-savy so they navigate the app store frequently
Like the convenience of taking a picture to eliminate data entry
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MOBILE APP PORTFOLIO
Tax Prep Companions
MyTaxRefund
ItsDeductible
SnapTax
TaxCaster TurboTax iPad
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PRIOR YEAR MOBILE APP COVERAGE - IOS
SnapTax TurboTax iPad
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PRIOR YEAR MOBILE APP COVERAGE - ANDROID
SnapTax
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SNAPTAX GROWTH STALLED
9Downloads Revenue Units
1.5 M 953 K 156 K 156K
Tax Year 2012 Tax Year 2013
WHERE WE ARE - SNAPTAX
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TURBOTAX IPAD
11Downloads Revenue Units
389 K 274 K 122 K 117K
Tax Year 2012 Tax Year 2013
WHERE WE ARE - TURBOTAX IPAD
Highly recommended because it allows you to take photos for easy form entry. (Giantbabies)
My 5 year old niece would be able to do my taxes using this app. (NMOP3PISdn)
This simplifies my life since I am with my iPad all the time; no calculations, just inputs. (IISeatle)
This is too much of a hassle, takes too much time (Smilees//OD)
The interview mode, asks a ton of questions that don’t apply to me. (jevim)
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SOME USER REVIEWS - TURBOTAX IPAD
SOME USER REVIEWS - SNAPTAX
Shockingly Simple It’s before 10 AM, | haven’t showered or put on pants yet, but my taxes are done thanks to SnapTax. (Theo Linnemann)
Probably the easiest thing I have ever done, besides breathing. Which ironically, I forgot to do for 15 seconds while using this app. (Chevelle72)
So easy a caveman could do itThis is my fourth year filing tax on this app & I haven't had a problem yet. Fast, easy, and cheaper than a *&%$ hooker. This app saves me the embarrassment and time consumption I'd experience going to a tax company. (chuckle cheeks)
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SOME USER REVIEWS - SNAPTAX
Don't use if married or claim children. Don't waste your time, only good for simple tax returns. (Brandon Floyd)
Website does not work and app does not transfer. We tried the app to transfer the information as we are moving and want the information online. Because we already started online, the app stated (after filling all the information in) that we can’t transfer it…I loved using turbotax in the past, but this year is a drag. (Fu_Zeitgst)
Go to h&r block. I filed my taxes a week before two of my friends went to h&r block, their's was free and they have they have their’s already, my cost $15 and says I still have more than 5 weeks until I get my refund. (Coreyistall)
No option to transfer info from web to app. (Avreliyvvv)14
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RESPONSIVE-DESIGN THE PRIOR YEAR LED TO MASSIVE GROWTH ON MOBILE WEB
4X
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THE USAGE OF APP VS. MOBILE BROWSER
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MOBILE WAS BECOMING THE DOMINANT PLATFORM
PREVIOUSLY DOMINANT ONLINE COMPANIES WHO SUCCESSFULLY TRANSFORMED W/ MOBILE
• Willing to embrace new form factors and their distinct advantages
• Optimized for distinct segments: ebay motors, fashion, red laser barcode scanner, sellers, buyers
• Figured out a way to eliminate bank/ATM visits
• Saving people time
• From selling everything online to enabling brick-n-mortar comparison shopping
• From calorie tracking to habit formation19
EXAMPLES OF MOBILE LAGGARDS
- Still mainly in the home console market
- So afraid of cannibalizing consoles, it pulled iOS apps like Rockband
- Huge success in Facebook games to defend and extend
- Could not translate to mobile games, even with acquisition of DrawSomething
- Essentially ignored mobile for 3 key years
- When they did get serious, it was too late to catch up on app store size (ecosystem)
- Ignored feature phones, smartphones, modern tablets until recently
- Focused only on efficiency not innovation or trends20
DEFINITION
snack noun | \ˈsnak\_ A light meal; food eaten between regular meals_ Origin: Middle English snak bite, from snaken to bite, perhaps from Middle Dutch
snacken to snap at_ First Known Use: 1757
mobile snacking noun | \ˈmō-bəl ˈsnak-ing\_ Engaging with a mobile phone to accomplish a small task, sometimes as a part of a
larger task; consuming and/or creating small chunks of information on a smartphone _ Origin: Great Britain Parliament - “To date consumers have chosen to ‘snack’ on the
mobile content offerings made to them. Choosing content they need in bite size chunks and downloading it to the handset. News bulletins, comedy sketches, music video downloads are all examples of mobile ‘snacking’.” –p. 83 https://goo.gl/k4tdMY
_ First Known Use: 2006
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“Ease of use and how busy I am. Easier to just work when you get a chance.”
“It was more convenient as I am very busy.”
“I am always at work or busy. Since I have internet data on my phone it was easier for me to do.”
“Very busy!!! Using my free time.”
They are busy people
“Simply convenience. I did a bit of my taxes in bed, on the couch and waiting for an appt.”
“Mobile device is always with me, and I can get started on taxes when ever I have a few minutes, so that when I sit down at the laptop to finish my taxes, I've already got some of the early parts completed. “
“Doing it on my tablet or phone allowed me to do it at work when I had down time.”
“I can continue working on my tax whenever I have time no matter where I am.”
With a mobile device, they are able to do chunks of their taxes on their free time.
“I wasn't at home and was using the turbo tax app on my phone to start my taxes, and then ended up finishing them on the computer.”“I was able to do a bit of work on my taxes while I was away from home. My tablet is small enough to fit in my purse, so it's more convenient than lugging around a laptop.”“It is just as easy to use and part of it was done on the run when I didn't have access to my computer.”“It was more convenient and I was able to work on my taxes throughout the day as I attended my college classes.”“I wanted to leave the house to get coffee so I switched to my tablet so I could do them there.”
They aren't always home, so they don't have access to a computer/laptop.
WHY MOBILE SNACKING
“Convenience, I can do it from my couch. I also use my tablet more often than my laptop, so its easier to access. I used my phone so I could finish my taxes on my lunch break!”
“Because I could do my taxes while at home in any room.”
“It was more convenient (on the couch at night) at times.”
“Because I could do them in the bed!”
“Convenience..with having children its easier to be able to walk around and do them and I can easily start and stop without having to start up a computer.”
(UserTesting indicates that some customers actually do form entry in those locations)
It can also be more comfortable to do it where there are no computers: couch/bed/another room.
“It was handy to be able to add information as I got it, even if it was remotely away from my computer.”
“Because I needed to access certain information that was at a different location and it was easier to input the numbers where the files were kept.”
“I actually started my taxes on my phone because I was away from my computer when I had my tax forms and wanted to start them asap. Then I completed them on my computer.”
“I like to be able to work on my taxes at different locations if something comes up.”
(One customer had her boyfriend enter her W-2 when he texted her that her W-2 had arrived)
New tax-relevant information don’t always come to where they live, and they want to enter tax info. the moment they get them (curiosity).
WHY MOBILE SNACKING – EVEN WHEN THEY ARE HOME…
Home Work On the Go (some evidence of doc entry)
Free time
Couch/Bed TV/Music/watching kids
Lunch breaks/Downtime At a desk in a cubicle with coworkers nearby (limited privacy)
Commute timeOn the train to workIn the car (as a passenger)
WHERE DO THEY SNACK ON TAXES – WHEREVER THEY HAVE DOWNTIME
They want to work on chunks of their taxes whenever there’s free time, wherever they get new tax documents, and they will use whichever device they have access to at that moment to do so.
WHY MOBILE SNACKING
One TurboTax AppPhone & Tablet | iOS & Android | Full SKU | Bi-directional | Device & Design Capabilities
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SOME EXPERIENCES DIDN'T TURN OUT AS PLANNED
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RESULTS
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RESULTS - NATIVE APP (IOS AND ANDROID)
If you see_ Apps not growing_ No data portability_ Users yelling at you
Look at current state_ Poor coverage_ Usage (e.g. snacking)_ Role models in industry
Figure out the solution_ Data follows you to any device_ Full tax scope means any taxpayer can use the app, no disquals_ Small chunks for snackability
Happy users, exponential business growth, engaged employees 31
SUMMARY
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APPENDIX
DEMO VIDEO
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THE MAGIC
THE BEST INTERFACE IS THE ONE WITHIN REACH.
—CAMERON MOLL’S THEOREM
“”
TIME FOR INTUIT TO JOIN THE RACEWe will create simple, elegant, easy to use tax-prep apps that have best in
class design elements, that fully leverage data and native capabilities to deliver great money outcomes for our customers.
These experiences will allow customers to easily start in one TurboTax app and finish in another.
Business Context_ TurboTax iPad and SnapTax growth flat for years_ Users upset at lack of data portability
Methods to Capture and Analyze Data_ Current state of coverage, usage_ User reviews_ Industry examples and trends_ Snacking demand
Strategy_ Data follows you to any device_ Full tax scope means any taxpayer can use the app
Results_ 2.5X Conversion Growth Year-over-Year_ 2X Customer Count Growth Year-over-Year
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AGENDA
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KEEP IT BRIEF – DON’T OVERCOMPLICATE THE CONTENT
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USE THE CARD METAPHOR TO FORCE SMALL CHUNKS
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EMBRACE NATIVE CAPABILITIES – FAST IN AND OUT
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IDENTIFY THE VOICE+TONE OF YOUR CONTENT/BRAND AND BE CONSISTENT
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SPEAK TO THE USER LIKE A REAL PERSON
I finally got around to doing taxes yesterday. After our information was transferred from last years return, it asked if either of us had passed away. I entered the information that [husband] died on June 15, and a screen came up that said “we’re sorry for your loss.”
I sat there and stared at it, crying, for a few minutes. It was so cathartic! Please pass on to the team how much that one little sentence meant to me. Whoever thought that up must be a very caring person.
“”
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OFFER HELP WHEN LIMITS ARE REACHED
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OFFER HELP WHEN LIMITS ARE REACHED
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OFFER HELP WHEN LIMITS ARE REACHED
BEFORE
WANT TO PAY WITH YOUR FEDERAL REFUND?IT’S EASY. SIGN IN TO TURBOTAX ON A WEB BROWSER AND WE’LL SHOW YOU HOW.
DID YOU KNOW YOU CAN PAY FOR TURBOTAX WITH YOUR FEDERAL REFUND? LEARN MORE
AFTER
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WEAVE IN SMALL DATA IN AT KEY MOMENTS (VS. APP-CENTRIC)
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What are our biggest customer experience opportunities?
