I was the lead designer assigned to a research team to determine if TurboTax can transform from a once a year transaction model to a year-round relationship model. The goal was to identify the TY15 and beyond business model and was code named “Phoenix”.
The key principles were to develop a business model solution that is consistent with their durable product lineup, monetization and design principles. The model must also leverage the product innovation pipeline and focus on solutions that establish a broader relationship with customers beyond transactional tax season.
