Olivia Sanchez

H&R Block's DIY filing tool had a 41% abandonment rate among 18-25 year olds. User research showed first-time filers felt overwhelmed by tax jargon and the 47-step filing flow. Support calls from this cohort cost $8.2M/year.

Redesigned the flow around a conversational UI pattern with progressive disclosure. Replaced jargon with plain-language explanations powered by Claude. Reduced steps from 47 to 18 by grouping related fields. Built interactive previews showing real-time refund estimates. Tested with 200 first-time filers across 4 prototype iterations.

Abandonment rate dropped from 41% to 14% for the 18-25 cohort. Support calls from first-time filers decreased by 62%, saving $5.1M/year. NPS for the DIY product jumped from 31 to 58. Design won a Webby Award for Best Financial Services UX.

Column's API-first banking product was losing deals because partner banks couldn't evaluate the product without engineering support.

Designed a no-code sandbox environment with guided walkthroughs, pre-built templates, and a visual API explorer.

Partner onboarding time dropped from 6 weeks to 5 days. Demo-to-deal conversion improved 40%.

Column's dashboard used 14 different table patterns across 8 views. Engineers spent 30% of sprint time on layout inconsistencies.

Created a unified financial data table component library in Figma with responsive variants, sorting states, and accessibility-compliant contrast ratios.

Reduced table-related design debt by 80%. Engineering velocity on dashboard features increased 25%.