Content design for TurboTax help centre landing page navigation

TurboTax customers have many questions that keep them from completing their tax return. Data analysis showed that many customers are unsuccessful in resolving their issues because they do not know where to look or what to search for. The task was to design a navigation aid to help them find the right information.

Constraints

• Use a tile-based UI component
• Limited line length and character count

UX research observations

• Users seek information in the context of where they are in the tax filing process.
• Customers just want to get taxes done.

Strategy

• Collect data from multiple sources to validate assumptions.
• Collaborate with data analysts, product designers, product managers, and marketing to fine-tune results.

Outcome

• Navigation designed based on the user flow for tax filing.
• Short, simple, and action oriented to guide users to accomplish tasks.
• Choice of keywords and their placement driven entirely by data.