SnapTax 2005 was an experiment to see if we could create an emotionally fulfilling tax preparation experience for paper filers. As lead visual designer, I created the look and feel, illustrated the icons, and produced the final graphics.
We worked as a cross-functional team, complete with program management, research, design, engineering, tax specialists and quality assurance from initial concept to shipping product.
Our process was a combination of brainstorming, immersion in customer knowledge, and rapid prototyping at various levels of fidelity – validated with customers at every stage.
We structured the experience to follow the natural task flow customers use in paper filing, but made it even better by eliminating the cumbersome flipping back-and-forth between the form and instruction booklet.
Customers flew through their tax returns. A typical 1040EZ return prepared by hand normally took about an hour, not including the trip to the post office. With SnapTax, it averaged 10 minutes. Needless to say, paper filers loved it.
The icons were the primary visual design elements of the experience. I intentionally made them inoffensive, small, and cute; like toys that could be dropped into your pocket.
Customers noticed. During end to end testing, some commented and even even laughed out loud. Their success as generators of positive emotion drove iconography throughout TurboTax and many other Intuit businesses.
"Snaptax has a real impressive one." "Yeah, SnapTax has to be the best. Shoot, that form was so good it made me want to file my taxes all over again." — Various designers