Helping Taxpayers Determine Eligibility

Client

Internal Revenue Service (IRS)

Goal

Allow taxpayers to easily identify if they're eligible to directly file their taxes with the IRS for free.

Problem

How do we create simple yet accurate content to allow taxpayers to self-identify their specific, complex tax scenario?

Welcome screen for Direct File The welcome page sets the tone for the entire tool so we created a page that was plain language, clean, and simple. We included the most common FAQs found via user research.	For the pilot year, only residents of some states were able to use the tool Because the pilot included such limited residency, we made this the first criteria for diverting people away from Direct File to save frustration.
Only certain types of income were able to be used for the pilot In the pilot phase, a number of income types were not supported. We provided both the plain language terms and tax form IDs to help taxpayers understand their types of income.	Health care coverage scenarios In the pilot phase, health insurance was a marker of a user's tax situation. Because many don't understand if they have their insurance via a marketplace, we paid special attention to that content.
Signing up for identity verifcation Many users were concerned about signing up for identity verification, while the team was concerned about the complexity of the process. We were transparent and clear to reduce both concerns.	If a user makes it through the screener, we remind them of the criteria one more time We reiterated the criteria at the end of the screener to ensure no one began their taxes only to hit a dead end within the tool.

Solution

Recognizing that taxes can be a stressful and confusing experience for most people, and that the IRS is often perceived as difficult to navigate, our team aimed to ensure that no taxpayer would start using Direct File only to hit a roadblock and have to restart the process with a different tool.

To address this, I designed, tested, and launched an intuitive screening tool for the Direct File pilot.

Collaborating with a tax expert, we identified and mapped the key characteristics that a tax filer needed to successfully use the Direct File pilot. For instance, filers with retirement account income were not eligible. Since only a narrow set of tax scenarios were suitable for the pilot's first year, I leveraged these criteria to create a concise screening tool that would redirect ineligible filers to another means of filing their taxes.

I then partnered with user researchers to develop a conversation guide and participated in 1:1 usability testing sessions. Based on insights from these sessions, I refined the tool through three rounds of testing and iteration. Throughout the process, we regularly shared updates with stakeholders and our tax expert to ensure the content was clear, accurate, and aligned with regulatory requirements.

Services Provided

Content and Product Strategy, User Research, Writing & Editing, Collaboration with Tax Experts and Regulatory Lawyers

Results

3.3 million people accessed the screener.
140,803 Taxpayers Filed Their Taxes Directly with the IRS for Free as users claimed more than $90 million in refunds and saved an estimated $5.6 million in tax preparation fees.
More than 11,000 Direct File users, 90% of respondents ranked their experience with Direct File as “Excellent” or “Above Average.”
Direct File received a Net Promoter Score (NPS) of +74, an exceptionally high rating.

Check it out

Full Direct File Screener for Tax Year 2023 (PDF)

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Welcome screen for Direct File

The welcome page sets the tone for the entire tool so we created a page that was plain language, clean, and simple. We included the most common FAQs found via user research.

For the pilot year, only residents of some states were able to use the tool

Because the pilot included such limited residency, we made this the first criteria for diverting people away from Direct File to save frustration.

Only certain types of income were able to be used for the pilot

In the pilot phase, a number of income types were not supported. We provided both the plain language terms and tax form IDs to help taxpayers understand their types of income.

Health care coverage scenarios

In the pilot phase, health insurance was a marker of a user's tax situation. Because many don't understand if they have their insurance via a marketplace, we paid special attention to that content.

Signing up for identity verifcation

Many users were concerned about signing up for identity verification, while the team was concerned about the complexity of the process. We were transparent and clear to reduce both concerns.

If a user makes it through the screener, we remind them of the criteria one more time

We reiterated the criteria at the end of the screener to ensure no one began their taxes only to hit a dead end within the tool.