Cross-Product Landing Pages

Context

I was the lead content designer on the TT2CKM (TurboTax to Credit Karma Money) track, focused on convincing TurboTax filers to deposit their refund into a Credit Karma Money account. Both products are under the Intuit umbrella, but getting people to opt in was an uphill battle—it required filers to open a CKM account mid-filing.

At the "finish and file" stage, we'd surface a splash page for one of our CKM refund offerings: Refund Advance (a no-fee, no-interest loan of up to $4,000) or CKM Savings with benefits like Credit Builder and early payday. These products came with heavy disclosure requirements and inspired distrust—they were often perceived as too good to be true.

The post-file pages then funneled completed filers into Credit Karma to open additional accounts or access their digital debit card for instant spending.

The fix

Anchor on benefit-focused copy that spoke to customer needs—emotionally resonant benefits like building a rainy day fund. Prioritize transparency and brevity, which was challenging given the disclosure requirements and the inherent skepticism around these offers.

My input

• A/B tested content variations to find what resonated most with TurboTax audiences
• Worked with marketing to build a cohesive narrative with top-of-funnel product messaging
• Collaborated with legal to strip away as much legalese as possible so the offer could shine through
• Optimized CTAs and progress bar visuals to make the jump from TT to CK feel like the next logical, low-lift step

Impact

2.6M churned and 90-day inactive CK members reactivated with our optimized splash and post-file pages.