In the past, we’ve always used female imagery and icons/glyphs to represent that human touch in our software. Our experts need to feel respected as a trusted adviser, and the taxpayer needs to feel like they are getting value for this premium service. Both the taxpayers and tax experts are equally valued, but have different needs. The goal was to take the existing system of images, iconography, and glyphs that represent our product support agents and create a new system to represent tax advice and expertise.Ī sample of the original 2016 agent visual system Designing gender neutralįrom a design perspective, the system had to represent a diverse network of people, starting with the tiniest glyph, to an icon, all the way to live video, since live video chat is a major feature of TurboTax Live. This meant the new design system had to satisfy the needs of two customers - our tax experts and tax payers.
Our old design system was centered around product help and support, but with TurboTax Live, the focus needed to be on credentialed tax advice and expertise, not just product support. Intuit also introduced Turbo (a new app to help consumers take charge of their financial health) to consumers last year, so our new system had to flex to support this new product as well.Īs a Product Design lead on the TurboTax Live consumer experience, one of challenges my team faced during the visual refresh was to create a differentiated design system, (including new icons, glyphs, colors, and imagery) that represented our new and extensive network of tax experts. A handful of our awesome tax experts One system, two customersĪlong with the launch of TurboTax Live, TurboTax also completely re-designed its visual system to flex along each customer’s unique journey and deliver an innovative experience end to end.
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