Overview:

H&R Block’s fully-assisted online options allow clients to submit tax documents, meet with their tax pro, and have their taxes completed and filed for them.

Digital Drop-Off is the online tool that enables a client to send a tax pro their personal, financial, and household info as well as their tax documents. It also helps the tax pro efficiently evaluate how complex their taxes are.

Role:

UX Content Designer

Challenges:

• Multiple dependencies: linked to hrblock.com and the MyBlock application

• Complex client journeys: Clients can complete various stages of the tax process online, in-person, or over the phone.

• Platform/tech stack limitations

Initiatives: Content audit and feature updates

• Worked closely with UX Designer on all feature updates

• Understood customer journeys and mental models, as well as tax pro needs and IRS requirements

• Revised tone based on product-specific research that touched on themes of professionalism and familiarity

• Reused previously-tested enterprise language wherever possible

• Noted “What we’d like to learn” from future usability testing and heuristic evaluation

Results:

• Improved both client and tax pro adoption of fully-assisted online tools, including DDO, from a total of 16.37% during the 2020 tax season, to 24.4% near the end of the 2021 tax season, just 5.96% from reaching the end-of-all-filing goal of 30%. With the inclusion of extension filers, on track to come much closer—if not surpass—adoption goal.

• Reduced cognitive load: Average time spent on intake questions decreased by almost 1 minute

• Lowered the average reading level from grade 10 to 8.5

Feature: Client and spouse ID upload (Defect)

• Worked closely with front-end developer to ensure design translated as a single step in the Digital Drop-Off process (previous design misinformed users that it was a document hub)

• Reworked and initiated content testing for:

• Successful file upload confirmation language

• “Enter info manually” button CTA tone and reading level

Feature: 3rd stimulus

• Provided clients the option to leave stimulus amount field blank. This prompts the tax pro to provide guidance.

• Condensed from 2 screens to 1 while still providing more context and reassurance

• Removed a “help” link that took clients out of experience to an IRS site that required account creation to look up their stimulus amount; in its place, added a new contextual help callout per Medallia feedback

Feature: End-of-submission notes

• Updated language to reflect mental model

• Set expectations about what’s to come on the next screen

Feature: Intro to financial product offerings (In-season enhancement)

Challenges:

• Only 23% of clients who’d successfully submitted their info and docs in Digital Drop-Off were entering the financial products flow.

• Franchise leads shared that prior-year clients weren’t clear this was an intro to products like Peace of Mind and Refund Transfer.

Initiatives:

• Worked with UX Researcher to test two new iterations against what was in production to learn if we even needed an intro, and if so, could the feature be condensed to just one?

• Implemented winning variation with revisions gleaned from testing feedback.

Financial product enhancement results:

• Clients who successfully completed submission of info and docs in Digital Drop-Off and also made it into and all the way through the financial product offering flow improved from 23% to 42%, exceeding goal of 40%.

Overview:

The H&R Block DIY (“Do It Yourself”) product helps clients complete their own taxes online, with the option to get a “second look” from a tax pro. Its Accuracy Review feature assists with fixing any found issues as clients make progress, to ultimately help them submit and file accurate federal and state returns.

Role:

UX Content Designer

Features: Accuracy Review, state and federal summaries

Challenges:

• 1 million (out of 20+ million) clients, 49% of them new, fell out (i.e. didn’t return to complete filing) between the federal tax interview and the final Accuracy Review of the legacy DIY experience in 2020. About 1/3 fell out after the first Accuracy Review check.

• Client post-filing survey reported issues navigating to errors; required backtracking screen by screen to find and fix

• Accuracy Review, as an auto-run feature, had no way for clients to quit out of the feature if, for example, API calls and/or internet speed were causing delays.

• Required to adhere to current information architecture (IA)

• Limited ability to affect logic to keep dev lift low

• Clients found the static, all-in-one state and federal summary view difficult to skim, and lacking context regarding how their numbers were calculated.

Initiatives:

• Iterated on two new versions with UX Designer for usability testing: an updated version of legacy Accuracy Review which ran automatically, and a version that allowed clients to choose when it ran (after federal, state, and/or at the end, or all of the above). We moved forward with the opt-in version based on testing feedback.

• Provided more context upfront about Accuracy Review’s value.

• Key logic update: Accuracy Review now surfaces an issue where it’s located, so a client can fix it instantly, rather than requiring them to hit “Back” until they find the screen and section it lives in.

• Worked with UX Designer to concept, test, and implement multiple ways to view federal and state summaries following client mental model—from simplified view to more detailed

• Wrote and tested new summary label phrasing

• Partnered with Tax Associate to create new Learn More content to demo how a client’s federal refund or amount owed was calculated

Results:

• Federal tax interview fallout reduced from 23% to 17.8%, exceeding target goal of increasing completion rate by 4-5%.

Role:

UX Content Designer

Initiative: Enterprise-level content testing

• Collaborated with a product manager, another content designer, and UX researchers to create multiple-choice surveys around some of H&R Block’s most commonly-used tax phrases to learn how our clients speak about these topics, with the goal of improving comprehension.

Initiative: Content style guide updates

• Added new entries and/or refined use cases and examples for existing entries as needed

Initiative: Team lead for Azure DevOps (ADO) content-focused tickets

• In addition to being primarily a UX Content Designer, I also acted as interim lead editor/content writer for Help-focused articles across the enterprise.

• Collaborated with state and federal tax associates and product managers, business analysts, developers, and QA to update Help and on-screen content.

• Worked defect tickets, tax regulatory change tickets, user stories for new Help articles, and error messages

• Helped reevaluate and tailor the content process between tax associates, product managers, developers, and content team members, to ensure Content team worked tickets efficiently.

• Onboarded new content team members to the ADO content ticket process and the AEM content management system, and created related resources.

• Performed weekly content releases to push the latest updates made in AEM into QA pipeline

Overview:

To attract and retain high-quality candidates, employers are increasing the breadth and depth of benefits offered. Use of these benefits is associated with improved employee well-being, and reduced costs for both employees and employers. But understanding and using benefits can be confusing.

MyEvive allows employees and their dependents to access their benefits all in one place, with one login. It’s also a guide that builds awareness of wellness and financial strategies. Furthermore, HR and Administrative teams can utilize MyEvive to share company news and get employee feedback. What a user sees is based on their personal profile, biometrics, medical claims, surveys, and device-related data. Add-on features include Best Match and HealthQuests.

Role:

Product Copywriter for Best Match

Co-writer of Callouts, HealthQuests, and notifications

Feature: Callouts

• Banners promoting timely information or tools on the MyEvive homepage

• Behavioral economics principles are utilized to ensure messaging is measurably compelling.

Initiatives and results:

• Writing and implementing dozens of new callouts increased employee utilization of benefits across our client base by an average of 12% annually.

• Contributed to an average client cost savings of $23,000 per quarter

• Created wireframe template library to guide Evive internal teams through redesigned Callout content and supporting assets

Feature: HealthQuests

• Health and financial wellness challenges within MyEvive

• Utilize behavioral economic principles to instill positive change on a daily basis, in a timeframe of 4–8 weeks

Initiatives and results:

• During the COVID-19 pandemic, I shared the idea of offering a few home-centric HealthQuests to clients free of charge for 8 weeks. Of the clients that opted in, an average of 70% of employees enrolled. This further instilled goodwill with clients, and led to signing an additional client to this add-on feature.

• Created a dev-centric content map to decrease the number of rounds of beta testing required, and shortened HealthQuest turnaround time by an average of 3 days

• Offered clients more opportunities to help employees form healthier habits by creating seven new HealthQuests in seven months

Feature: Best Match

• Helps employees and dependents find in-network health-related services or providers nearby based on their insurance plan(s)

• Provides a corresponding Fair Cost Ranking and estimated price range for procedures

Initiatives:

• Established quality assurance testing and feedback process for UI copy

• Volunteered to assist UX designer and other team members during user research and testing phases; communicated the importance of involving copywriter in the process

• Initiated UI copy updates to match latest features and functionality (WIP; most updates not accounted for in screenshots)

Overview:

Much like healthcare itself, enterprise health concierge services are focusing on preventive care, and adopting new strategies to anticipate patient needs.

The Evive 360 software platform gives a concierge an in-depth view of each employee or dependent’s health journey. (Employees and dependents are referred to as “Members.”) Being able to assess this journey at a glance allows a concierge to provide more insightful guidance. Data is pulled from medical records, insurance claims, benefit vendors, surveys, and more.

Role:

Product Copywriter

Key features:

• Member Outreach alerts a concierge to a Member’s care gaps, aiming to address health issues or needs before they arise.

• Vendor Activity Dashboard displays a Member’s interactions with telehealth services, wellness programs, and other benefits

• Opportunities tab shows which unused benefits may be most relevant to each Member; each card can be marked as “Interested” or “Not interested” during a call

• For employers who also have the MyEvive (ME) platform, integration with ME Notifications allows a concierge to send messages directly to a Member’s ME Inbox.

Initiatives and results:

• Collaboratively reduced the number of software platforms concierges needed to utilize from 5 to 3 with the creation or enhancement of key features listed above

• Improved Product team communication and workflow by creating a master content library for UI features and elements

• Launched a review of Product and Configuration team processes to ensure they best served current needs

• Security protocol didn’t allow contextual inquiries or direct interviews, but I made plans with Product Director to call in during client sessions and hear feedback firsthand.

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RCPGP is focused on increasing catastrophic preparedness planning in high risk, high-consequence areas. This particular effort was created for Illinois, Indiana, and Wisconsin.

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• Outdoor

• Website

• Truck Wrap 

Edited copy as needed for flow and personality.

Promoted the dedicated, minimally invasive surgical suite and specialists at UHS.

By focusing on the inner thoughts of patients, spots promoted the Genesis Center’s holistic approach to bariatric surgery services. 

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