CreditKarma Tax
I led the redesign of the tax filing experience inside Credit Karma, growing year-over-year starts by 44% and establishing a new model for how Intuit builds embedded financial products.
- Credit Karma members had to leave the app to file taxes. We changed that.
- Led the design team and drove alignment across product, engineering, and platform partners to ship at pace
- Started with a North Star vision before the roadmap existed to align stakeholders early
- Ran over 70 experiments and 50+ tests in four months to sharpen the experience before peak season
- Shipped a reusable design system that extended beyond this product
01
Vision
Built a North Star to align stakeholders before the roadmap existed
02
Foundation
Structured the work so the team could move fast without losing alignment
03
Execution
Rebuilt the end-to-end experience across four organizations simultaneously
04
Experiment
Ran 70+ experiments in four months to learn before peak season
05
Results
Proved embedded tax filing could work at scale
01
Vision
We needed to make TurboTax feel like a natural part of Credit Karma, not a separate product.
Filing taxes through Credit Karma meant leaving the app entirely. That friction was hurting adoption on both sides. I assembled a team with the right mix of skills across product design, content strategy, and design systems, then built a North Star vision before the roadmap was defined. It aligned stakeholders, set our direction, and gave other teams a reason to invest in the work.
02
Foundation
We structured the work so the team could move fast without losing alignment.
I defined the work tracks, stood up parallel workstreams, and established a culture where design led strategy. I worked with leadership to create a shared process for surfacing and resolving blockers quickly, so the team spent time building, not waiting.
03
Execution
We rebuilt the end-to-end experience and pushed the design system further than anyone thought possible.
The product lineup page gave members clear, transparent options before they committed, removing price anxiety early. Onboarding was rebuilt around data we already had, cutting the steps members needed to get started and directly addressing drop-off at sign-in. Tax Hub became the connective tissue of the experience, a Kanban-style progress view that gave members a clear sense of where they were, what was done, and what came next. Everything we built was designed to be reused across Intuit products.
04
Experiment
We ran over 70 experiments in four months so we could learn before it mattered most.
Over 50 tests ran within the same window, giving us real signal on what was working and what needed to change. Research showed members had questions about cost and eligibility before they ever touched the product, so we shifted messaging earlier in the funnel and adjusted in real time. We built contingency into the plan from the start so the team could adapt without losing momentum.
05
Results
We proved embedded tax filing could work at scale, and built the foundation for Intuit to keep going.
- 90% of members reported neutral-to-positive trust in the TurboTax partnership
- Tax Hub's progress model measurably reduced anxiety and improved completion rates
- Component and theming work shipped as a reusable system, influencing how Intuit builds embedded products going forward
44%
Increase in Starts year-over-year
28%
Increase in Completes year-over-year