Case Study: H&R Block improves tax-filing UX and customer satisfaction with Heap

H&R Block redefines superior service with innovative UX optimization

H&R Block, working with Heap, faced a complex user experience in its DIY tax software that was making tax returns take much longer to complete for some users, hurting NPS and revenue. The team needed better insight into user behavior to improve navigation, search, and accessibility during a very busy tax season.

Using Heap’s behavioral analytics and Snapshot feature, H&R Block redesigned its tax return navigation to be more seamless and intuitive, caught critical errors faster, and refined search and accessibility decisions with real user data. The result was higher customer satisfaction, increased return customers, improved NPS, and greater revenue opportunities, with Heap also helping the team make the case for UX improvements and identify issues affecting up to 85% of users in real time.

H&R Block

Zachary Witt

Senior User Experience Designer