Client case study:
H&R Block

I designed H&R Block's comprehensive DIY tax experience (app and mobile-friendly). I was involved with page design, content strategy, UX experience, copy, and help content. Here's how I achieved success in the project.​

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Identifying concerns:
I began by listening to stakeholders across departments to understand their pain points. For example, product managers felt that user confusion led to increased support tickets, while developers were frustrated with last-minute content requests that disrupted workflows. These conversations helped me identify a shared concern: inefficiencies and frustration stemming from unclear, inconsistent communication in the product experience.

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Presenting evidence:
I compiled examples of content-led successes from similar organizations and paired them with measurable outcomes, such as reduced support costs or improved task completion rates. To make this relatable, I ran a small experiment: reworking a single tax form flow using content design principles. The revised flow led to a huge increase in user task completion, which made the case for a more extensive content practice more compelling.

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Building allies and trust:
To gain traction, I sought out early allies, like a UX designer and a product manager open to collaboration. Together, we tackled a pilot project, demonstrating how integrating content design early in the process saved time and improved outcomes. This not only built trust in my methods but also created internal advocates who helped spread the message to other teams.

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Guiding the transformation:
Once I had buy-in from key stakeholders, I introduced lightweight, actionable frameworks for content design, such as content audits and journey maps. I also offered workshops to help teams understand how to incorporate content strategy into their existing workflows. I created a Slack channel for constant communication, introduced content critiques into the Digital Team's workflow, and offered Office Hours for general Q&A and mentorship.

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By the end of my tenure, content design wasn’t just an afterthought—it was embedded into the development process. 

 

As part of this project, I:​

• Partnered with the UX Team to conduct user research and competitive research.

• Established and documented a consistent and friendly voice, tone, and style.

• Collaborated with designers to develop an interface template for each page including information hierarchy principles.

• Wrote the UI components and tax forms including microcopy, error messages, and labels.

• Project managed to coordinate tight timelines, scope creep, and project delivery.

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Measurable results:

• Reduced support tickets by 70%

• Increased self-serve user scores from 10-25%

• Increased attach rate by 49%.

• Increased revenue by 50%.