Overview
Tailoring upsells so they feel helpful instead of pushy
I challenged myself to redesign the product selection and upsell experience for TurboTax's offerings. As the lead designer, I applied a mobile-first, value-driven approach by improving content, clarity and interactive patterns.
The redesign generated an additional $18 million with a 15% increase in YoY upgrades, driving measurable revenue impact and improved engagement.
Timeline
Nov—Jan 2026
Device
Mobile
Desktop
Credits
Kenzie Zou
Lillian Chen
Esme Lei
Kyle Maskewich
What's a VPN?
Choosing how to file your taxes was more confusing than actually doing them.
"I haven't even started my tax return and I feel lost"
For years, our product selection page was the first thing people saw, and it showed. Built on an outdated template, it ignored our brand colors and used cluttered layouts with typography that felt like an afterthought.
Value confusion
Comparison charts didn’t clearly convey benefits
Broken interactions
Hover-based tooltips didn’t work on mobile
Unreadable content
Overflow and formatting issues disrupted readability
Buried CTA
CTAs were placed far below the fold
Old design
After auditing our current experience,
I established 3 north stars goals
Personalize
We need it to be tailored, customers don't understand how this service related to their tax situation.
Reduce
Cut down on content and choices to make. We know their tax situation enough to be confident in our recommendation.
Focus
Put visual attention on what the service is, the price and what action they should take.
Personalized RTB's
Based on the customers previous years tax situation, we would show personalized content in dynamic flexible slots that best meets their tax concern.
Celebrating discounts properly
Instead of using just a badge, we call proper attention to when you earn a discount.
Decluttered comp charts
Having choice is good, but not at the expense of pushing the CTA below the fold. Mobile isn't a favourable viewport for graphs, so I isolated it so it's the only thing you can focus on reading when open.
I appreciate you reading the footer
©2026
