H&R Block

H&R Block Expat Taxation Services

In 1946, Richard and Henry Bloch secured a $5,000 loan from a bank in Kansas City. They had corresponded about starting a family business while Henry was overseas navigating B-17 bombers for the Allies, and with that loan, their vision became a reality. Starting out with just twelve employees, the brothers grew H&R Block into America’s largest preparer of tax returns.

HR Block - Expat - Mobile Lock Up

Filing Independently is Impossible

The process is opaque, frustrating, and complicated. So much so that many expats find it too much of a hassle to file. But by ignoring their taxes, they put their citizenship in jeopardy.

Beyond the understandable lack of education on expat tax law, those living abroad, like many Americans, perceive H&R Block as a strip-mall brand.

This perception tied H&R Block’s hands in acquiring clients abroad, many of whom required more complex financial and tax assistance than the services associated with H&R Block’s stateside branches.

HR
How can H&R Block help me when I’m 10,000 miles away?

It Starts With the First Step

We embedded with H&R Block’s team of tax attorneys and CPAs to become experts in their business. Researching a year’s worth of user feedback (site feedback, user interviews, spreadsheets of customer responses,) we recognized that expats are a more nuanced, financially-sophisticated segment than the typical domestic H&R Block clientele. They range from a beach-bar barista in Thailand to a management consultant temporarily stationed in Buenos Aires. Further skewing the segment toward a higher income bracket was the fact that expat taxation filing is a more costly service than the average H&R Block product. To evolve these perceptions, we needed to convince expats of the company’s expertise in this sector.

And finally, we found that once expats took the first step, they were statistically more likely to file. The greatest barrier to filing expat taxes was getting started. So we had to make that first step effortless—and find the proper balance of comfort and urgency to keep them moving along.

HR Block Expat - Steps to File

Clarify the Complex

For users who knew exactly what they wanted, we mapped a quick path to conversion, and for those needing more information, we teased “Expat Essentials” just above the fold, a section that demystifies the complexities of expat taxation in a tone resonant with Americans abroad.

Humans Required

Expat taxes cannot be easily filed online. To familiarize expats with the experts at H&R Block, and drive them to in-person and over-the-phone service, the “Essentials” page offers personalized introductions to the specific regional manager that would handle their account. Our goal was to make it clear that taxes couldn’t be filed online easily—and that H&R Block was the source for a painless, dependable process.

Content that Comforts

Primed to function quickly and flawlessly anywhere from Paris to Singapore, the site is responsive to user location, tailoring the experience and content to their exact coordinates—from geographic-specific greeting imagery to testimonials from expats living in the same region. The principle was simplicity as we guided users from an initial site visit to hiring H&R Block to file their taxes.

HR Block - Advisor Detail

Don't Show Your Hand

Through content like articles and infographics, we conveyed that H&R Block had the chops to handle even the most complex, backed-up tax challenge. Taking inspiration from our work with publishers like The Huffington Post and Bloomberg, we crafted original articles and content for SEO, designing them as entry-points to the conversion funnel. However, we strategically stymied the user’s urge to click through this content (thereby risking distraction) by offering a means to enter the conversion funnel at every touch-point. Once in the funnel, a countdown feature appearing throughout creates a sense of urgency.

With a 45% increase in conversions YoY and a 24% reduction in bounce rates, key performance metrics indicated that our original assumption was correct: comfort yields conversion.

In the process, we corrected misperceptions, empowered users with meaningful resources, and proved H&R Block’s expertise. Notably, we didn’t over-educate on the taxation process, thereby tacitly encouraging independent filing.

We helped H&R Block walk that fine line, guiding their expat taxation offering from onerous to effortless.

Continue toThe Things We MakeProject

A Bold Vision for Healthcare

From patient-centric products to back-end systems for providers, we’re reimagining how healthcare is experienced.

BDG Floating
Bustle Digital Group

Modern Storytelling for Bustle Digital Group

Over six years, we invented new media platforms and reinvigorated classics—all with unparalleled design paradigms.

Read More
  • Bold creative identities
  • Flexible and scalable design systems
  • Customizable card formats and interactive storytelling

Evolving the Financial Services Model

We're transforming an antiquated industry through cutting-edge design—and driving the future of finance forward.

Digital Media. Redefined.

Sky Italia Floating 2

Sky Italia | A Modern Digital Experience for the Italian Media Platform

Pool
CNN

Reimagining the CNN Magic Wall

Midterm elections 2018

Read More
  • One of the most critical, hotly contested, and highly watched midterm elections ever
  • Modernized a 10-year-old product with a new look & feel and enhanced core feature set
  • Rebuilt the technology from the ground up, focusing on data security and performance

Hours of on-air use for 2018 Midterms

13

Cultivating Community in Education & Government

We’re strengthening some of the most influential institutions through digital-first platforms and communications tools.

Shifting the Digital Fashion Paradigm

Vouge Fv2

Vogue | Creating a Smarter, Lighter, More Fluid and Fully-Responsive Vogue.com

Disrupting the Digital Sports Landscape

We do it for the love of the game—pioneering forward-thinking experiences for sports fans of every stripe.

Ad Age 0023Ad Age 0023Digiday1 0039

Recognition

  • Code and Theory

    Ad Age

    2020 Agency A-List
    Award Adage
  • Code and Theory

    Ad Age

    2020 Best Places to Work
    Award Adage
  • Code and Theory

    DIGIDAY

    2019 Creative Agency of the Year
    Award Digiday

All Work

Standard NBC News v4

NBC News | Launching Three News Verticals for the Media Giant

Screen Shot 2020 04 29 at 12 08 36 PM

Theodore Roosevelt Presidential Library | Defining the New Digital Museum Experience

Jpmorganstory

J.P. Morgan | The First End-To-End Digital Platform in Commercial Real Estate

Standard Car Spotting

MotorTrend | A Gaming App Experience for Car Connoisseurs

Standard Rivian

Rivian | Launching the World's First Electric Adventure Vehicle

Mailchimp bythebooks standard

Mailchimp | A Digital Platform for Emerging Writers and Creators

MIT Sloan S

MIT Sloan School of Management | Crafting a Platform for Ideas Made to Matter

NYCEDC Sv2

NYCEDC | A New Hub for New Yorkers to Grow Their Business

Newtjmoverlay

The Jewish Museum | Bridging the Museum's Physical and Digital Experiences

Pulped S

Pulped | Providing Provocative, Alternative and Irreverent Video Content

United Tech Sv2

United Technologies | Uniting a Quarter Million Employees Under One Platform

Standard nuveen v2

Nuveen | Giving an Age-Old Investment Behemoth New Digital Prowess

USCC S v2

U.S. Chamber of Commerce | A Brand and Platform for Small Business Partnerships

Sunbrella s

Sunbrella | Redefining the Digital Textile Space

Coindesk Sv3

CoinDesk | Relaunching a Pillar of the Blockchain Community

Axe S

Axe | An Iconic Men's Grooming Brand Known for Bold Marketing

Mccard

Mailchimp | Launching the New Digital Home for Tomorrow's Filmmakers

Xrxstandard

Xerox | Making Now Work: A New Campaign for a New Time

Nylon Standard

Nylon | Re-introducing an Iconic Publishing Brand

Input Standard

Input | A Brand New Destination About Technology in Our Lives

Dignity Health S

Dignity Health | Delivering a Best-In-Class Digital Experience

Skystandard

Sky Italia | A Modern Digital Experience for the Italian Media Platform

Terraton S v3

Indigo AG | Adopting Regenerative Practices with the Terraton Initiative

Bustle Standard Overlay

Bustle Digital Group | Modern Storytelling for Bustle Digital Group

Tegna CMS S

TEGNA | Creating a Centralized CMS for 39 Local News Stations

Facebook JP S

Facebook | Digital Tools to Revive and Inspire the Journalism Industry

Standard Nasdaq2

Nasdaq MarketSite | Nasdaq's Global HQ in NYC Gets a Pervasive Digital Infusion

NBC News Sv2

NBC News | A New Experience for Digital News

JPM Sv2

J.P. Morgan | Powering the Financial Leader's Acquisition Engine

Standard Euro Sport v2

Eurosport | Bringing Live Sports to the Palm of Your Hand

Standard MONCLER

Moncler | Bridging the Audience Gap with Moncler

Standard CNN Magic Wall

CNN | Understanding American Elections, One Visualization at a Time

The New Center Sv2

The New Center | A New Home Devoted to Saving the American Political Discourse

NBC Sports S

NBC Sports | Going Local: An NBC Sports App to Connect Fans and Home Teams

NY Life Sv2

New York Life | What 170 Years of Success Looks Like for Today's Evolving World

MCM Standard

MCM | Using Data to Empower an Iconic Luxury Brand for Growth

Standard NBC Today

NBC News | NBC's Iconic Morning Show Becomes a Digital Lifestyle Destination

Standard d10 X2

Citi Ventures | A Mobile Banking Service for a New Generation

Standard One night1

One Night | An App Experience Fit for One Night of Spontaneity

Standard Xfinity Mobile 4

Xfinity Mobile | Launching Comcast's Category-Breaking Mobile Service

Standard Outline v2

The Outline | The First Modern Mutation in Digital Publishing

Standard Ability Lab 3oo

Shirley Ryan AbilityLab | A Digital Platform Transforming the Medical Field

Standard CFRIII

The Council on Foreign Relations | Modernizing the Digital Presence of a Storied Institution

ABA S

American Bar Association | Modernizing One of the World's Largest Professional Organizations

Quest D S

Quest Diagnostics | Reinventing the Quest Digital Patient Experience

Standardc40 ok

C40 Cities Finance Facility | A Platform Built for a More Sustainable Future

Standard Stay Tuned1000

NBC News | Designing Snapchat's First Daily-News Program

Standard Fine Arts Museum ok

Fine Arts Museums of San Francisco | A Modern Identity System Uniting Two Eclectic Museums

Standard HRBLOCK

H&R Block | Block Advisors, a Financial Planning Service Built Around You

Standard Com AR Tsv2

Communication Arts | A New Era for the Iconic Inspirational Hub

Block Advisor Standard

Burger King | Introducing Grilled Dogs with Snoop Dogg

Standard WWE2

WWE | Building a Content Platform for Heavy Lifting

IRC Standard

International Rescue Committee | A Responsive Site for the World's First Responders

Standard Hearst Live

HearstLive | The World From a Hearst Point of View

Standard RIO v2

NBC | 16 Days With the World's Biggest Website

AMEX S

American Express | Turning an Acquisition Journey into a Bento Box

Standard Scene comp

The Scene | Introducing The Scene, Conde Nast's Ultimate Content Platform

Standard Guardian Labs2

The Guardian | A Native Platform for One of the World's Most Iconic Publishers

4 SQ S

Foursquare | Visualizing Data for the Platform's Pinpoint Ad Product

Consumer Reports S

Consumer Reports | Turning a Transactional Brand into a Shared Lifestyle Community

Standard thetruthv2

The Truth | Rebuilding a Revolutionary Brand for Modern Times

Standard Comcast 2

Comcast Corporate | From Corporate to Modern: Comcast's Brand New Platform

Standard GP2

Guggenheim Partners | A United Digital Vision for an Innovative Investment Manager

Standard Huffington Post 2

The Huffington Post | A Redesign for the 10th Anniversary

Standard BBC News v3

BBC News | Finite News Optimized for the Video Generation

Brand USA Sv2

Brand USA | Amplifying the USA as an International Travel Destination

Standard HR Expat2

H&R Block | A New Tax Offering for Expats

Standard Biz

Bloomberg | Creating a Smarter, Faster Bloomberg.com

Standard Motel Six

G6 Hospitality | A New, Reliable and Efficient Motel6.com

Standard Vanity Fair ok

Vanity Fair | Transforming a Summit Site into a Responsive, Flexible Destination

Standard NY Gov 2

NY.gov | A New Online Presence for New York State

Standard NY Senate 2

New York State Senate | A Digital Platform for Transparency, Engagement and Communication

Standard Vogue 2015

Vogue | Creating a Smarter, Lighter, More Fluid and Fully-Responsive Vogue.com

Standard Hearst Corporate

Hearst | Creating a Differentiated Yet Useful Site Experience

Standard Bloomberg Politics 2

Bloomberg | A Completely Original Take on Political Coverage

Standard GQ France2

Condé Nast | Distinguishing GQ France as a Leading Lifestyle Voice for French Men

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions

Continue toSays a LotThe Things We Make

Says a Lot —

Latest

DECODE Square Logo 4 nocode
News — 

Digiday | C&T Launches Thought Leadership Publication, Decode

Codehealth pressasset
News — 

MM&M | Corporate Siblings C&T and Scout Health Join Forces

Healthfeature
Press — 

C&T Accelerates Innovation with Code and Theory Health

Mailchimp BTB Instagram 05
News — 

Adweek | A Literary Festival for Diverse Voices Finds a Home

Floating NYLON Orange
News — 

Communication Arts Names Nylon Webpick of the Week

Amy Carvajal hed 2020 0
News — 

Muse by Clio | 2 Minutes with Amy Carvajal, CCO at C&T

Campaign2
News — 

Campaign US | Pillow Talk with Xerox and Code and Theory

35674u 2 1
News — 

MediaPost | Theodore Roosevelt Presidential Library

Get in Touch

  • Find Us

    One World Trade Center,
    62nd Floor

    New York, NY 10007

    More Offices
  • Work With Us

  • Press

  • Careers

    See All Open Positions