TurboTax Design – Brandon Read – Medium

10 bookmarks. First posted by aebraddy april 2018.

april 2018 by traggett
Brandon Read:
<p>It’s important to recognize that TurboTax is one of many tax-preparation corporations lobbying against legislation that could greatly simplify the filing process for millions of Americans. This means it’s in their best interest to perpetuate the existing convoluted tax system so that they may continue to generate massive profits each year. We’ll explore concrete examples of unethical design strategies TurboTax employs to generate these profits.

TurboTax dissuades customers from using their Free offering by exaggerating the benefits of their mid-tier (or “recommended”) paid service and by fabricating obstacles that trick users into paying for unnecessary upgrades. While the paid service offers benefits that may be applicable to some users (such as specialist support and increased security), most filers would be perfectly happy (and just as successful) filing their taxes through the Free product. Instead of surfacing this reality, TurboTax buries it by manufacturing the illusion of complexity and time-scarcity. The following UX teardown shines a critical light on these Dark Patterns, and offers users tips on how to stay in control when navigating the modern freemium landscape.</p>

There are so many dark patterns in this stuff that it's like a black knitted blanket.
turbotax  darkpatterns 
april 2018 by charlesarthur
“TurboTax Design” by Brandon Read https://t.co/4DMLDI4qtz

— Abraham Williams (@abraham) April 15, 2018
IFTTT  Twitter 
april 2018 by abraham
A. Finally, the big reveal: $29.99 for PLUS. A bold, vibrant blue treatment makes the price less offensive compared to the gray $59.99 in the neighboring cell. Notice that “FREE” uses a lighter font weight so that the eye is not drawn to this cell.

B. The bright orange “Keep PLUS” CTA is likely to receive clicks from unsuspecting users, while the ghost button CTAs have less visual weight and therefore receive less attention.

Note the language in the CTA: “Keep” implies that you already have PLUS. All of the imported information and tools could continue to be yours. All you have to do is pay. This technique, known as Transparent Fencing, aims to demonstrate value and convey ownership by putting paid features and benefits out in the open instead of hiding or obscuring them behind an Opaque Fence. Since the user can easily see the benefits in plain sight, they are more willing to pay for the features when prompted to upgrade. TurboTax is careful to use the word “Keep” for the $29.99 product while the $59.99 product is an “Upgrade”. PLUS is implicitly NOT an upsell.
pricing  copywriting  interesting 
april 2018 by ramitsethi
RT : TurboTax Freemium Funnel: Critical Analysis and UX Teardown ()
from twitter
april 2018 by benny