What if?

Could H&R Block identify new transformational innovation to differentiate from the growing list of digital competitors?

Results

We started by mapping the entire tax ecosystem from the consumer point of view. We reviewed all existing research, spent time in stores and talked to tax pros and consumers. We identified 14 unique areas of opportunity to improve the customer experience—each informed by our research and representing a significant financial opportunity. In a working summit with the core H&R Block team, we identified that serving Latino families with their unique tax situation was a significant opportunity. From there, we developed the Taxes y Multiservicios concept, building it from the ground up. Within six months of concept approval, H&R Block successfully opened five pilot stores in Houston, Texas, and more stores have rolled out across the country in the past several years.

“Bulldog helps us uncover and design transformational concepts that deliver results. Their energy and passion help our team think and act differently.”

—Shawn Travalent, VP, Consumer Insights

What I did:

• Team facilitation and alignment

• Strategy development

• Consumer research design and analysis 

• Brand platform development

• Creative direction

• Product extension 

• Product and service concept development 

• Product naming 

Partners:

• Design / Brett Jorgensen

• Work done at Bulldog Drummond