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 brands are under the Intuit umbrella, but getting people to opt in was an uphill battle: it required TT customers 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, like Refund Advance (a no-fee, no-interest loan of up to $4,000) or a Credit Karma Money Savings account. These products came with a lot of legally-sensitive language and often inspired distrust given their position as a mid-file upsell.

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

Honestly, this was a tough sell, so the content design for this work required pulling out all the stops: high-impact, benefit-focused language, breezy, scannable strings that lowered cognitive load, social proof, and transparency and sensitivity around legal disclosures.

For postfile, the same fixes applied, plus optimizing CTAs and progress bar visuals to make the jump from TT to CK feel like the next logical, low-lift step.

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

Impact

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