TurboTax has become extraordinarily popular in recent years. What TurboTax’s customer-centric approach to product development in a “boring” market can teach companies in other verticals. Why TurboTax’s focus on the experience of filing taxes electronically was so fundamental to the company’s growth, and how it used emotional triggers to intentionally design and create a better tax experience.How TurboTax evolved first by solving a boring problem more effectively than anyone else.Intuit used this to its advantage and focused relentlessly on making its users’ lives easier by taking the pain out of filing tax returns-and they won big. Nobody else even thought to tackle a problem like the inefficiencies of filing paper tax returns. However, TurboTax grew amazingly fast precisely because tax preparation was seen as such a “boring” problem to solve. That company was Intuit, and that product was TurboTax.Īt first glance, the minutiae of tax preparation software might not seem particularly exciting. One company saw another way and created a product that would transform how we think about, file, and pay our taxes. What about security? What if you made a mistake? What happened to your return once you submitted it? Not so long ago, most people were skeptical of filing taxes online. From basic individual returns to complex organizational tax situations, e-filing has made it so much easier to file your taxes. In 2017 alone, more than 52M people filed self-prepared tax returns electronically. Millions of people electronically file their taxes online every year.
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