TurboTax is the leading tax preparation software that enables users to file taxes online. The product is known for eliminating friction in the filing process through the use of great design. The conversational interface eliminates archaic legalese through the use of familiar language and a coherent line of questioning — users are made to feel confident and successful every step of the way. TurboTax fundamentally transforms an overly-complex process into a delightful journey.

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TurboTax became a household brand by investing heavily in human-centered design. With over a decade’s worth of user-research, usage metrics, and product refinement, they’ve learned to deeply understand their users. Armed with granular insights into how their users think, they are equipped to effortlessly hack, hijack, and exploit user behavior and psychology in the name of profit. The Dark Patterns employed by this corporate behemoth are increasingly user-hostile to those opting for the Free experience, making it nearly impossible for a cost-conscious individual to make an informed decision about whether the paid version makes sense for them.

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It’s important to recognize that TurboTax is one of many tax-preparation corporations lobbying against legislation that could greatly simplify the filing process for millions of Americans. This means it’s in their best interest to perpetuate the existing convoluted tax system so that they may continue to generate massive profits each year. We’ll explore concrete examples of unethical design strategies TurboTax employs to generate these profits.

Tactics

TurboTax dissuades customers from using their Free offering by exaggerating the benefits of their mid-tier (or “recommended”) paid service and by fabricating obstacles that trick users into paying for unnecessary upgrades. While the paid service offers benefits that may be applicable to some users (such as specialist support and increased security), most filers would be perfectly happy (and just as successful) filing their taxes through the Free product. Instead of surfacing this reality, TurboTax buries it by manufacturing the illusion of complexity and time-scarcity. The following UX teardown shines a critical light on these Dark Patterns, and offers users tips on how to stay in control when navigating the modern freemium landscape.

UX Teardown

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