LAUREN ARMENTA
SENIOR PRODUCT DESIGNER
LET'S WORK TOGETHER
TurboTax 2026
Role: Senior Product Designer
Dynamic Onboarding
Returning Users
About
An AI-driven initiative designed to transform the onboarding experience for returning TurboTax customers.
By integrating advanced machine learning models, the project delivers highly personalized product recommendations, user interface configurations, and targeted incentives.
Challenge
TurboTax's returning user onboarding treated all customers the same, pushing everyone through identical screens and static recommendations. This one-size-fits-all experience failed to adapt to shifting user mindsets, decreasing confidence in the recommendation, and contributing to approximately 8.3 million returning customers defecting.
Goal
Design adaptive, AI-powered, onboarding journeys that build confidence and meet users where they are—flexing with their needs, mindset, and seasonality.
TurboTax 2026
Role: Senior Product Designer
Dynamic Onboarding
Returning Users
About
An AI-driven initiative designed to transform the onboarding experience for returning TurboTax customers.
By integrating advanced machine learning models, the project delivers highly personalized product recommendations, user interface configurations, and targeted incentives.
Challenge
TurboTax's returning user onboarding treated all customers the same, pushing everyone through identical screens and static recommendations. This one-size-fits-all experience failed to adapt to shifting user mindsets, decreasing confidence in the recommendation, and contributing to approximately 8.3 million returning customers defecting.
Goal
Design adaptive, AI-powered, onboarding journeys that build confidence and meet users where they are—flexing with their needs, mindset, and seasonality.
TurboTax 2026
Role: Senior Product Designer
Dynamic Onboarding
Returning Users
Challenge
TurboTax's returning user onboarding treated all customers the same, pushing everyone through identical screens and static recommendations. This one-size-fits-all experience failed to adapt to shifting user mindsets, decreasing confidence in the recommendation, and contributing to approximately 8.3 million returning customers defecting.
Goal
Design adaptive, AI-powered, onboarding journeys that build confidence and meet users where they are—flexing with their needs, mindset, and seasonality.
About
An AI-driven initiative designed to transform the onboarding experience for returning TurboTax customers.
By integrating advanced machine learning models, the project delivers highly personalized product recommendations, user interface configurations, and targeted incentives.
TurboTax 2026
Role: Senior Product Designer
Dynamic Onboarding
Returning Users
About
An AI-driven initiative designed to transform the onboarding experience for returning TurboTax customers.
By integrating advanced machine learning models, the project delivers highly personalized product recommendations, user interface configurations, and targeted incentives.
Goal
Design adaptive, AI-powered, onboarding journeys that build confidence and meet users where they are—flexing with their needs, mindset, and seasonality.
Challenge
TurboTax's returning user onboarding treated all customers the same, pushing everyone through identical screens and static recommendations. This one-size-fits-all experience failed to adapt to shifting user mindsets, decreasing confidence in the recommendation, and contributing to approximately 8.3 million returning customers defecting.