TurboTax is tweaking its mobile app right up until tax day

Intuit made headlines last month when VentureBeat reported that one million people were using TurboTax on their mobile phones. And now with the U.S. tax filing deadline less than two weeks away, the company is working to simplify the process even further.

Speaking today at VentureBeat’s Mobile Summit, Nat Rajesh Natarajan, senior VP for product and engineering at Intuit, the parent company of TurboTax, said that his team was working to eliminate “a lot of the dread, fear, and uncertainty that come with taxes.”

Natarajan’s teams are monitoring users’ behavior and looking for ways to streamline the mobile filing experience. Their focus this late in the filing season is on reducing clicks and data entry. “Even now, we’re making changes based on data we’re seeing,” Natarajan said. For instance, rather than type information from a W-2 into the online form, TurboTax users can take a photo of their W-2s and the app will suck up the needed data.

“It’s not so much about measuring clicks,” said Natarajan, “It’s more about confidence building.”

Perhaps there is a benefit to procrastinating after all.

Below is a video of the Mobile Summit session: How to get 1 million app users — even for the most complex of tasks, featuring Natarajan and VentureBeat founder Matt Marshall.