Phil Ohme's presentation at UX STRAT USA 2015

1. USER EXPERIENCE AND
PHIL OHME
UX STRAT 2015 - ATHENS, GA
MOBILE
STRATEGY9 SEPTEMBER 2015

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4. 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
TaxCasterTurboTax 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

9. 9Downloads Revenue Units
1.5 M 953 K 156 K 156K
TaxYear 2012 TaxYear 2013
WHERE WE ARE - SNAPTAX

10. 10
TURBOTAX IPAD

11. 11Downloads Revenue Units
389 K 274 K 122 K 117K
TaxYear 2012 TaxYear 2013
WHERE WE ARE - TURBOTAX IPAD

12. 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

13. 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 it
This 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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14. 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)
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15. 15
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

19. 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 formation
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20. 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 trends
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22. 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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23. “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

24. “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…

25. 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 time
On the train to work
In the car (as a passenger)
WHERE DO THEY SNACK ON TAXES – WHEREVER THEY HAVE DOWNTIME

26. 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

27. One TurboTax App
Phone & 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)

31. 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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33. @PHILOHME
PHIL_OHME@INTUIT.COM
THANK YOU!

34. APPENDIX

35. DEMO VIDEO

36. 36
THE MAGIC

37. THE BEST INTERFACE IS
THE ONE WITHIN REACH.
—CAMERON MOLL’S THEOREM
“
”

38. TIME FOR INTUITTO JOINTHE RACE
We 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 oneTurboTax
app and finish in another.

39. 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

48. 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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51. What are our biggest
customer experience
opportunities?