Reimagining the H&R Block Client Matching experience
Leading a cross-functional initiative to transform how we match clients to tax professionals, turning a high-friction moment into a trust-building one, with clearer matching, less confusion, and better outcomes.
Business challenge
Opportunity
Turn a high-friction moment into a trust-building one, with clearer matches, less confusion, and better tax outcomes. Close the 40% satisfaction gap by delivering personalized, confidence-building experiences for new clients.
Discovery
In the U.S., nearly half of tax filers turn to experts each year instead of doing it themselves. We dug into the motivations behind this choice and why consumers specifically choose H&R Block over other options like CPAs or independent tax shops.
Their situation feels too complex (life changes, multiple incomes, investments)
They want better outcomes: larger refund or lower tax bill
They fear making mistakes or getting audited
It’s more convenient than doing it alone
They value personal relationships and in-person support
Why people choose assisted filing
Word-of-mouth trust in specific tax pros
Convenient office locations nationwide
A recognizable, trusted brand with a long history
Why people choose H&R Block
The H&R Block assisted experience is grounded in four pillars. When we failed to deliver on these, clients noticed. Issues like lack of expertise, poor communication, or unmet cost expectations directly impacted retention and satisfaction. By listening to client feedback and designing with the 4 E’s in mind, we elevated the assisted experience.
Translating customer insights into product direction
The problem wasn’t just usability. It was mismanaged expectations and a lack of clarity around value. One of my main responsibilities was to guide the team to reframe the challenge from “faster booking” to “better matching,” shifting how we thought about conversion and client success.
We aligned .com, Client Service Organization, Appointment Manager, and phone scripts around a shared experience model. Each team had been using its own intake logic, but we united under a single goal — Match the right client to the right tax pro with the right experience with these five questions:
What kind of income did you have in 2024?
Who else are you listing on your return?
What about investment income?
Which of these apply to you?
I prefer a Spanish-speaking tax pro
I’m in the military
I have a trust or estate
I won prizes or awards
I had debt forgiven this year
Did you have any expenses?
Top moments of friction
Tax Pro Matching opt-in
Clients hesitated to commit when given the option between matching or first availability
Tax Pro listing
Customers were confused with recommended tax pros and their details
Date/time selection
With up to 50 appointment times available customers felt overwhelmed selecting a time
Conversion funnel analysis
To compare the new Tax Pro Matching flow to the Legacy appointment flow, and evaluate its impact on appointment conversion and Tax return starts (Block Works Online starts) all tests were 50/50 split between the new Matching experience and the Legacy flow across multiple .com pages.
Tax Season 2025 results
2024 was the first year we made significant optimizations to the appointment-setting experience across multiple tools and platforms simultaneously. For .com, the lift was especially heavy, requiring a shift in our roadmap to accommodate three to four months of unexpected development. It was a year of rapid learning and continuous testing to improve the assisted client experience.
With a narrow testing window (tax season runs January 1 to April 15, but most tax pros aren't fully ramped until late January), we had to move fast. We optimized in small ways, closely monitored traffic throttled into the test experience, and reacted quickly if conversion rates shifted. Those intense few months laid the groundwork for larger, post-season improvements, which I’ll get into shortly. See below for our TS25 results.
Tax pro recommendation
At least one recommended tax pro was provided for each client
Availability match rate
Clients were shown a recommended pro with availability
24-hour conversion
Average of clients who booked within 24 hours
Research validation
Research showed that updated content, improved question sequencing, and more thoughtful UI choices reduced drop-off and increased client confidence. By shifting from a speed-focused model to one centered on trust and clarity, we made it easier for clients to understand what to expect and feel more assured about the tax pro they were matched with. It wasn’t just about getting someone booked quickly. It was about creating a seamless, confidence-building experience that reflected the professionalism and expertise of our tax pros.
Where we’re headed
We’re now building on our success with more thoughtful enhancements to the .com experience. We're applying what we’ve learned to go deeper, focusing on emotional clarity, personalized content, and reducing friction throughout the journey.
This work wasn’t just a win for UX. It was a demonstration of how strategic design leadership transforms legacy systems, accelerates delivery across silos, and delivers results when customer trust is on the line.
This project marked my first deep dive into service design, and it changed how I think about experience work. As a UX/UI designer, my background came from advertising agency world where my role was laser-focused on screen-level design. But this initiative made it clear: you cannot fix a broken journey by polishing one piece of it. At H&R Block, service design is no longer optional. It's foundational.
Now, leading teams including both .com and product designers, I see service design as an essential tool in my belt. I can’t guide great work in silos. I have to understand the full end-to-end experience, from system logic to in-office handoffs, to know where real change needs to happen.
That shift in mindset is one of the most valuable professional pivots I’ve made as a design leader.
Personal growth
Credits
Kenzie Tubbs – Product Design Manager (.com)
Jose Arellano – Senior Designer (.com)
Taylor Johnson — Designer (Retail Systems)
Malerie Grady — Senior Content Designer (.com)
Shayla Gordon — Senior Content Designer (Retail Systems)
Kate Michel – Lead CX Researcher (Global Consumer Tax)
Lisa Groener – Lead Product Manager (.com)
Sean Manion – Senior Product Manager (.com)
Selene Garcia – Content Design Manager (.com and Retail Systems)
Julia Starchevsky – Lead Product Manager (Retail Systems)
Supporting teams at H&R Block
Huge thanks to the extended teams across Experience Strategy, Engineering, Analytics, Legal, Service Design, MyBlock, Marketing, and more who helped test, challenge, and implement this work across every touchpoint. This wasn’t a screen update. This was a systemic improvement, and it took all of us.