Research team uses in-product survey to identify, and fix, pain points
Tax season can be a hassle for everyone, but it can be especially difficult when you aren’t able to easily access forms with the right financial information.
Coinbase, a secure online platform for buying, selling, transferring, and storing cryptocurrency, wanted to improve their tax center so that users can easily input the proper information and make tax season as smooth as possible.
By delivering a survey in product, segmented to two key audiences by their activities in product, Coinbase was able to identify pain points and insights around the most confusing parts of their tax center and prioritize what they want to address first.
Background
As part of Coinbase’s services, it is essential that the company documents customers' financial information for tax season, and it has an interface that their customers use to input important tax and financial information that makes filing taxes easier when the time comes.
The company wanted to improve this interface, but needed input from users on what changes and added information would be more helpful.
Coinbase realized that if they could improve this interface then customers would edit or manage it before tax season, making tax preparation and filing smoother.
How Coinbase Used Sprig
It was important for Coinbase to understand both the overall audience feedback, but also segmented responses based on user activities. Using Sprig’s targeting, Coinbase segmented their audience into people with more advanced needs and people with more basic activities in the platform.
For advanced users, the ability to easily edit this page would be crucial to properly prepare for tax season especially if the user bought and sold crypto on a different platform in the past.
“If you bought crypto like three years ago and then moved it over to Coinbase and then sold it on Coinbase – all we know is when it showed up on Coinbase.
“So, we're missing short term and long term information, and we're missing the cost basis. So for that, you have to tell us and you have to edit the interface,” said Lucy Aziz, Senior Product Manager.
Coinbase ran a CSAT survey to see exactly why users were visiting the tax center.
Sprig’s AI Analysis was able to turn open-text responses into product recommendations. AI Analysis was able to see exactly why users were visiting the center and their frustration with the center including confusion around forms and difficulty downloading documents.
The Impact:
Through the qualitative feedback on the page, Coinbase was able to make a second version of the interface to improve the user experience and ultimately simplify filing for taxes.
Coinbase was also able to eliminate a bug in its tax center using Sprig. During tax season, users needed to download certain reports to complete their taxes or send these reports to Turbo Tax or H&R Block.
Using Sprig in-product surveys, Coinbase was able to get feedback from users to see that the report was not generating on all browsers and then fix this issue.
“That report was really important, and so finding that bug made a huge impact ahead of tax season,” said Aziz.
To learn how you can get started with a similar in-product survey program, check out the survey template from Coinbase here.
