INTUIT

Users experienced friction during authentication and entry into the TurboTax platform, which impacted progression into the product and overall completion rates.

Key issues:

• The multi-step login/authentication process created delays

• User frustration at early-stage entry point

• Drop-off before users fully engaged with the product

• Inefficient transition from email to platform experience

If we streamline authentication and reduce steps required to access TurboTax, users will enter the product more quickly and engagement will improve.

• Analyzed user entry points and early-stage drop-off behavior

• Identified friction in the authentication and login flow

• Collaborated with UX, engineering, and email teams

• Designed a simplified, more direct authentication experience

• Implemented a one-step authentication flow from product entry

• Reduced number of required actions for users to access their account

• Ensured secure but seamless transition into the platform

• Reduced friction at the critical entry point into TurboTax

• Improved user progression into the product experience

• Increased efficiency of user onboarding and engagement

• Enhanced overall usability of the authentication flow

• First-touch product interactions (like login) are critical to retention

• Reducing cognitive load improves user confidence and engagement

• Seamless transitions between channels (email → product) matter

• Security and usability must be balanced, not traded off