2017 - Present
Transforming a legacy tax preparation service into a digital-first omni-channel experience anchored in human connections.
My first two years at H&R Block were focused on standing up digital capabilities for assisted customers to get their taxes filed, without coming into an office. We designed a brand new CRM and workflow tool to empower our field to serve virtual customers and get them fast access to their refunds. After a successful MVP launch, I joined the CX team and transformed their messaging platform into an elegant step-by-step process, which is still the foundation of omni-channel assisted tax prep to date.
In 2018, I was asked by the CMO to lead a cross-department initiative to craft an end-to-end experience strategy to help guide the organization toward a seamless omni-channel and year-round engagement. To bring the vision to life, myBlock and Block Design System were prioritized and designed as key enablers to reach our north star.
My contribution to Block Design System was laying the foundation. I had to evangelize the need with leaders and execs, develop the strategy, execute short-term consistency across channels, and ultimately deliver a scalable design language and code base. By securing strategic funds, recruiting world class front-end talent and leading the Work+Co engagement, Block Design System was launched and has continued to grow as a mature product adopted across digital touchpoints.
In 2021, my newly formed experience strategy team was challenged to optimize the hrblock.com product selector for H&R Block’s $3B+ LoB.
By facilitating discovery and design thinking sessions with with the .com team, field operations and two business units, the team was able to identify strategic shifts in the experience to reduce cognitive load by 88%, deliver deeper personalization and increase conversions by 93%.
The new assisted appointment setting solution, which was A/B tested, challenged conventional wisdom that believes less clicks for the user means less friction. We introduced additional personalization questions for the appointment that teams were originally leery of, but converted higher and became the new foundational approach for appointment setting that has continued to grow for four years straight.
Though our omni-channel experience had been established for years, there were still inconsistencies between digital and in-person touch points and a propensity toward in-office customer experiences.
Through intentional channel synchronization and multi-pilot testing, a scaled solution was deployed that increased digital engagement by 3X.
The relationship between the customer and tax pro is foundational our experience, but it was not being well supported by legacy technology.
The newly formed enterprise apps design team partnered closely with technologists and product leaders to reimagine the customer and tax pro interactions through the supporting role of technology. Through discovery, prototyping and testing, a new client facing tablet, with interactive capabilities, was piloted and validated and scaled to 8,700+ offices in 2025.
Coming soon…