Jackson Hewitt

Building trust through data for a US tax specialist

In the US, everyone who earns an income must file a tax return. For individuals on lower incomes, the tax rebate is often the largest sum of money they receive all year. This is why millions visit Jackson Hewitt’s 6,000 branches annually—many located in Walmart stores across North America—to ensure their returns are accurate and they receive the maximum rebate.

When the opportunity arose to lead Jackson Hewitt’s design transformation, I jumped at the chance. Over several years as their Design Lead, I helped bring fresh ideas, energy, and clarity to their digital experience while building a foundation for long-term growth.

During the initial 8-week strategy phase, I played a key role in shaping the vision and crafting the plan to guide the transformation. Later, I relocated to New York to work closely with the team and bring that vision to life, overseeing the delivery of the strategy firsthand.

Reporting directly to the CMO, I had the chance to:

  • Align Product, Marketing, Technology, and Operations teams around a shared vision.

  • Develop and implement a modern digital design system for all customer-facing products.

  • Mentor and grow Jackson Hewitt’s internal design team, embedding design as a strategic driver of product development.

  • Create a thriving design community of practice that inspired collaboration and creativity across teams.

It wasn’t just about solving design challenges—it was about shaping a bold future for the company and its customers.

The challenge

Jackson Hewitt’s customers relied on the convenience and reassurance of face-to-face branch services. While this human connection was key to their trust, it limited the company’s ability to tap into the digital opportunities available. With 80% of revenue generated in just 8 weeks, they needed a solution that extended their reach beyond the tax season and complemented their in-branch services.

The opportunity

Enhancing in-person experiences with digital tools
Digital tools could simplify tax filing, personalise customer interactions, and improve efficiency—benefitting both customers and staff.

Building year-round relationships
Leveraging customer data from tax filings to offer tailored recommendations, supporting financial health beyond tax season.

Building trust and growing revenue
Combining digital innovation with trusted in-person interactions to foster deeper relationships, reduce churn, and increase lifetime value.

Secure Profiles
Designing a centralised, secure customer account as the foundation for a seamless and personalised experience.

Talk to a Taxpert
Enabling customers to self-serve through interactive tools while building trust with conversational features that emulate the in-store experience.

Imagining the future

We jumped in with energy and curiosity, mapping the problem through interviews and research. Together with the team, we explored:

  • The organisation’s vision and leadership ambitions.

  • Customers’ needs, frustrations, and desires at every stage of their journey.

  • The operational barriers that made delivering a seamless experience challenging.

From there, together, we reimagined the customer journey. At its core was a trust-driven relationship that supported customers not just during tax season but throughout the year, empowering them to achieve financial health with confidence.

Bringing the vision to life

After the strategy phase, I relocated to New York to lead the delivery of our vision on the ground. This was an incredible opportunity to embed myself in the organisation, collaborate directly with cross-functional teams, and oversee the transformation firsthand.

Collaboration was key. I worked closely with senior leaders and teams across Product, Marketing, Technology, and Operations to create a modern digital design system that embodied Jackson Hewitt’s core values: Knowledgeable, Approachable, Helpful, Bright, Energetic, and Champion.

Design highlights

The design system didn’t just solve functional problems—it brought warmth, personality, and energy to every customer interaction:

  • The “Smile”: Inspired by the friendly, reassuring smiles of Jackson Hewitt’s in-branch tax pros, this curved design element became a defining visual motif.

  • Expressive imagery: Bold cut-out photography and dynamic graphic elements created a sense of energy and approachability.

  • Conversational interactions: Chat-like interfaces echoed the personal touch of face-to-face conversations.

  • Playful details: Expressive photography and interactive elements brought a sense of joy and reassurance to the digital experience.

Results

The redesigned acquisition features led to a 32% increase in appointments booked across 6,000 stores, blending digital innovation with the human connection Jackson Hewitt’s customers valued.

This project was more than just a professional achievement; it was an exciting and fulfilling chapter in my journey. Bringing together my passion for design, my love of collaboration, and my belief in the power of creativity to make a real impact made this a truly rewarding experience.

Next client story:

Bringing Digital to the Core of Wealth Management

I worked with Charles Stanley to craft a prestigious digital brand, lead the creation of a modern design system, and redesign their logged-in experience. By introducing features like portfolio X-ray, trading, and account management, we gave them real standout in the wealth management sector.