GenAI Product Experience

Tax Notice Resolution and Chatbot: Transforming customer experience through Automation

Challenge
Customers faced frustration due to lengthy tax notice resolutions (20-30 days) and unclear processes, often leading to penalties, interest charges, and repeated notices. With IRS deadlines as short as 15 days, delays eroded trust and hurt our Product Recommendation Score (PRS).

Context
When John, a payroll user, received his IRS notice, he struggled to navigate resolution options. After uploading documents via our product, he waited 20 days for a status update, only to find his case still “in research.” This lack of transparency and slow response typified user pain points.

Solution
As Product Manager, I led an MVP launch to streamline tax notice resolution:

Automated Upload & Categorization: Rule-based engines auto-sorted notices (Federal/State), resolving simple cases (e.g., deposit frequency) instantly.
Resolution Center: Real-time tracking for customers, reducing follow-up calls.
GenAI Agent Tools: Implemented a conversational AI agent capable of understanding and responding to payroll tax notice inquiries in real-time. The AI utilized Retrieval-Augmented Generation (RAG) to access and present up-to-date information, ensuring accurate and contextually relevant responses to customer inquiries.
Proactive Updates: Status alerts and resolution summaries via email/portal reduced anxiety.

Outcome

Reduced average resolution time from 30 to 15 days by auto-closing 20% of cases.
Increased PRS by 18 points (vs. 25-point goal) through transparency and faster resolutions.
Cut penalties paid by customers by 32% in the MVP cohort.

Impact
I coordinated cross-functional teams (engineering, design, tax experts) to align UX with IRS workflows and agent needs. Post-MVP, we scaled automation to 10+ notice types and introduced GenAI-driven resolution suggestions, further reducing agent workload by 40%

.Metrics tracked: Resolution time, penalties saved, PRS, and agent efficiency.

Product Discovery Experience

Rapid Experimentation & Analytics

State Tax ID Registration: From Concept to Scalable Solution

Hiring employees in the U.S. necessitates registering for payroll taxes at both federal and state levels, a process often daunting for new business owners due to varying state requirements. Without a valid State Tax ID, businesses face compliance issues, tax notices, and penalties.

The Challenge

Half of our customers completed their first-time payroll setup without providing a State Tax ID, leading to significant issues:

Non-compliance risks: Missing tax deadlines negatively impacted our Product Recommendation Score (PRS) and increased churn.
Operational inefficiencies: Our Tax Operations teams spent excessive time resolving registration issues.
Missed revenue opportunities: Customers needed this service, but our existing solutions were underperforming.

The Vision & Strategy

To tackle these challenges, I led the launch of a seamless State Tax ID Registration service, aiming to onboard 7,500 customers and generate $1M in revenue in the first year while improving PRS to 45. The solution was designed to be frictionless, scalable, and aligned with our broader strategy.

Execution: From 4% to 8% Conversion in Four Months

Initially, customers accessed the service from the state setup page but were redirected to a partner’s portal for registration. This approach resulted in an 85% drop-off rate at the transition point, leading to a conversion rate below 4%. By embedding the registration process within our platform, we improved conversion rates significantly—from 4% to 8%—within months.

The Impact

This initiative enabled seamless compliance for over 15,000 customers, reduced workload for our Tax Ops teams, and generated $2.5M in revenue within a year.

Digital Transformation for Airports

As airports strive to become 100% digitally enabled, the goal is to create a seamless and futuristic experience for all users, both online and offline. The first step involves developing a robust digital platform that delivers a cohesive experience across multiple channels—desktop, mobile, tablet, and app—while enabling API-centered delivery and consumption.

Goals

Upgrade Digital Platform:
- Ensure a seamless experience across all channels.
- Implement an API-centered approach for digital delivery.
- Provide scalable integrations aligned with digital strategy.
- Integrate e-commerce and transactional capabilities.

Human-Centered Design

Central to our approach is Human-Centered Design, which prioritizes the end-user experience. By focusing on user personas—primarily passengers, but also employees and partners—we can identify pain points in their current journeys and highlight critical touchpoints for maximum impact.

Key Activities & Outcomes

Empathy Mapping: Understanding user needs and emotions.
User Personas: Creating detailed profiles of target users.
Pain Points Analysis: Identifying challenges in the current user journey

Insights

We have gathered insights into user experiences such as:

Commute to/from the airport
Real-time flight information
Accessibility options
Wayfinding capabilities

Future Aspirations

Our vision includes features like pre-booked commutes, web check-in, notifications of wait times, and real-time offer alerts at the airport.

Outcome

By designing user personas, mapping user journeys, and identifying digital touchpoints, we aim to create a transformative digital experience that enhances passenger satisfaction while driving non-aeronautical revenue through retail, entertainment, and dining options within the airport ecosystem.

Zero to One Product Experience

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