Its going to sound odd, but the first time I used TurboTax a couple years ago was one of the best user experiences of any online property I have ever had. And i

Its going to sound odd, but the first time I used TurboTax a couple years ago was one of the best user experiences of any online property I have ever had. And its freaking TAX software! I prior to 2 years ago, I always used H&R block. The first time I chose them simply because I knew the brand, and they were at the top of the list on the IRS's free filing site. I then stuck with them because I was already there. My buddy convinced me to try TurboTax, and I was utterly amazed that 45 minutes later I was pulling my bank card out to pay for the filing (I owed some money that year). They put a lot of thought and testing into the usability of the site. It was able to effortlessly take me from step one through to payment. At no point do I remember ever actually providing a username or password, but apparently I did. You know your interface is good when people forget that they signed up and then have nothing but good feelings about your product. I'm lucky to work with a fellow who used to work at Intuit on TurboTax. He said once that they spend millions of dollars every year on UX, testing, etc. It really shows.