But instead of doubling-down on this delightful product experience, they're investing in disingenuous conversion hacks like the "PLUS Help & Tools" upgrade funnel. Designed to feel like it is part of the actual filing process, users are converted more effectively when they're led to believe this is just another step toward completing their task, similar to how users respond to native ads.
In the UX teardown, I take a more critical look at the design decisions behind the freemium funnel. I wish they were more transparent about their pricing structure up front so users could compare the benefits of products and add-ons against their needs and budget.
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That's frustrating about the emails you're receiving even after filing. Let's hope they build out smarter email campaigns next year that are more aware of user actions across all TurboTax systems.