Project: Turbo Tax Online
User Flow Maps
Step #1 – Hold Kick-off Meeting
The goal was to create an artifact for the teams behind Turbo Tax Online that allowed them to see their products from a bird’s-eye view. The idea was to map out the end-to-end flow of a typical user’s path through a given product to establish a clear understanding of the user’s experience. I worked on this project under the wing of one of my internship mentors at Tangible UX.
When we met with the project stakeholders, we established that we would map the flow through Free as a new user, and through Deluxe as a first-year returning user. We wanted to know what they wanted highlighted in the flow, which page-specific metrics or metadata would be useful to see represented, and whether there was a particular format for these that would be most practical. We thought they might like to see metrics relating to traffic, conversion, revenue or abandon rate. We also wanted to find out who our main points of contact would be for each aspect of the maps (product sections and metrics).
Step #2 – Map Free & Review with Stakeholders
To begin, I mapped a new user’s typical path through Free. Once this was done, we set up a working session at Intuit’s San Diego offices with representatives from the various teams that would be using our maps. We printed out the maps on large sheets of paper, then reviewed and marked them up with about a dozen stakeholders, pens in hand. We requested and captured feedback on every aspect of the maps (size, design, content, groupings, etc.) in order to be sure they were as valuable as possible for their intended audience.
Step #3 – Revise Free
Next I revised the Free maps and integrated stakeholder feedback. I highlighted all screens that had any sort of up-sell or advertisement content with a gold glow. I depicted alternate paths through the application with a lighter gray, and noted the choice that led to that path on the line itself. I allowed space to add any number of metadata, such as screen numbers and common names, section numbers, nag screens and any emails generated after completion.
Step #4 – Map Deluxe
My last step was to map a first-year returning user’s typical path through Deluxe. To maintain consistency, I used the same format I’d used when mapping Free.