Jess Bailey

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We did our taxes last night, and used the online TurboTax system to get through it all. I’m glad to say that it only took an hour and we came away very pleased! With tax season upon us, I’m hearing all kinds of radio and TV commercials for TurboTax, and they’ve got this strange metaphor going on in their ads: it will guide you like a GPS system. I did some research and design last summer where a lot of our participants talked about TurboTax as a metaphor for how the system we were designing should work. They said… it asks you questions, it guides you, it tells you what steps to take next. I find it funny that now TurboTax has to use a metaphor for how their system works. If the GPS manufacturers start using a metaphor for how their nav systems work, I’m at a loss. Zoom

We did our taxes last night, and used the online TurboTax system to get through it all. I’m glad to say that it only took an hour and we came away very pleased!

With tax season upon us, I’m hearing all kinds of radio and TV commercials for TurboTax, and they’ve got this strange metaphor going on in their ads: it will guide you like a GPS system.

I did some research and design last summer where a lot of our participants talked about TurboTax as a metaphor for how the system we were designing should work. They said… it asks you questions, it guides you, it tells you what steps to take next. I find it funny that now TurboTax has to use a metaphor for how their system works. If the GPS manufacturers start using a metaphor for how their nav systems work, I’m at a loss.


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