TaxAct - Sign In
TaxAct is an online tax preparation tool that simplifies filing with ease and accuracy, offering features from basic tax filing to advanced financial planning for individuals and small business owners.
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For this project, we focused on uncovering the root causes of users' difficulties accessing their accounts. Our goal was to address these access issues by simplifying the login process and enhancing identity validation options. This approach aimed to improve the overall user experience and ensure smoother, more reliable account access.
The Problem
We found that 17-20% users entered invalid username, 15-20% entered invalid password, and 1/3 people enter into forgot username/password flow. Users only come to our site once a year, and have a hard time recalling what credentials they used previously, so giving them more options to get into the account will help lower the issues with sign in.
The Solution
Our solution involved updating the sign-in flow to allow users to log in using familiar information, such as their email or phone number. We redesigned the sign-in process to integrate the "forgot" flow, offering users more options and a smoother path to access their accounts. By making these updates, we aimed to reduce friction and increase the success rate of users logging in. This allowed users to efficiently access their returns and start their experience on a positive note.
Research + Insights
We began with in-depth user research to understand the needs and pain points of users. This involved conducting interviews with a wide range of users to identify common frustrations and requirements.
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Key Findings
​All 10 participants successfully used the new sign-in options and appreciated two-factor authentication (2FA) for its security, which aligns with their expectations for financial websites and enhances their confidence in the tax filing process.
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Preference for Multiple Sign-In Methods: Users preferred having multiple sign-in options over just a username and password, valuing the flexibility and security it offers.
Email and Phone Preferred: Eight out of ten users favored using email and phone numbers for sign-in over usernames, finding them easier to remember.
Results & Impact
By introducing multiple sign-in options, such as email and phone numbers, and integrating two-factor authentication (2FA), we enhanced security and convenience. The changes simplified the login process, making it easier for users to remember and use their credentials. Feedback indicated that users appreciated the added security and flexibility, which increased their confidence in accessing their accounts. The revised sign-in flow effectively reduced login issues, streamlined access to the platform, and contributed to a more positive and efficient user experience. Overall, the project successfully addressed previous challenges and improved the reliability and satisfaction of the sign-in process.​​
