The difference was clear.

My team and I helped H&R Block turn brand experience into a compelling differentiator by clarifying its product portfolio, nomenclature system, and visual communications—keeping customers engaged, informed, and filing in the flow from start to finish.

The challenge:

H&R Block engaged my team and I to help solve an ongoing problem: too many customers were getting confused midway through their tax experience, causing spikes in drop-off across digital touch points.

The problem was, they couldn’t pinpoint the root cause of the confusion, let alone clarify it.

Our approach:

We conducted customer interviews, and an extensive verbal-and-visual communication audit of H&R Block—as well its competitors—and found that complexity, confusion, and overwhelm were common across the category.

This revealed an opportunity for H&R Block to turn clarity into a compelling differentiator.

We then spent months reworking, redefining, and reinventing the experience until customers could engage with H&R Block with minimal friction and maximum confidence.

The result?