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.
Some early prototypes developed for user testing to determine the relevant benefits and services to be offered in the dry tests.
Because TurboTax has access to its users data, they are able to suggest relevant financial offers. This one was a partnership with Quicken Loans to get you pre-qualified for a home loan.
This was my favorite concept we came up with. "Get a dedicated team" to look after you year-round. Unfortunately this didn't test very well.
Another price table, this time much simpler. The concept was to only sell a membership to customers who selected a paid tax product.