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Marketing materials:
Turbotax Independent Pro
Build TIP loyalty and grow TurboTax’s assisted market share.
Role: Content designer and strategy
PROJECT
Introduce TurboTax Verified Pro—connect users with local, vetted tax experts—by making the offering feel trustworthy, personal, and relevant in moments where confidence matters most.
PROCESS
Translated a new, complex service into clear, human-centered messaging across direct mail, web, and social. Focused on making “local” feel tangible through specific language, while balancing trust, clarity, and space constraints across channels.
RESULT
Delivered a cohesive set of marketing assets prepared for testing, grounded in a clear hypothesis: that making the offering feel more concrete and personal would reduce hesitation and help more users feel confident getting started.
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Insight
Early on, it became clear that this wasn’t just an awareness problem. When something feels personal, people don’t just want expertise—they want a person. “Local” ended up being the signal that carried the most weight. It suggests someone who understands your situation, someone you can actually talk to, and a level of accountability that software alone doesn’t offer. If we could make that feel tangible—not just something you read about—we could start to close the gap.
Approach
We focused on shifting how TurboTax showed up—from a tool to something that felt more like expert-backed support. Across channels, that meant:
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Making the experience feel personal and specific, not broad or generic
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Being clear about verification and accuracy without overcomplicating it
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Writing in a way that felt direct and conversational, more like guidance than marketing
My role
I worked as the content designer across marketing touchpoints, helping shape how this offering was introduced. My focus was on:
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Turning a new, somewhat complex feature into clear, straightforward language
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Balancing trust, accuracy, and approachability
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Keeping the messaging consistent across channels, while adjusting for how each one is used
Execution
What we prioritized
MAKE IT HUMAN
Write the way a real human would actually explain this
MAKE IT SPECIFIC
Focus on what’s real and tangible
LEAD WITH TRUST
Be clear about verification and accuracy
KEEP IT SIMPLE
Make the next step obvious
Result
This work was prepared for testing as part of a broader rollout. While I wasn’t able to see final performance results, the work set up a clear hypothesis: that making the offering feel more concrete and personal would reduce hesitation and help more users feel comfortable getting started.