Transforming the One Intuit Account Experience: Driving Clarity and Engagement for 67% More Users
Led a cross-functional team to reimagine the One Intuit Account, focusing on intuitive sign-in experiences and impactful messaging that resonates with TurboTax and QuickBooks users.
Core competencies: Product Design , Design Strategy, UX Design, UI Design, Visual Design, Wireframes, Prototyping, UX Research, Leadership
Project Overview:
As part of the platform team, I led the redesign of the One Intuit Account experience, focusing on sign-in and account creation. A recurring challenge was that other business units, like TurboTax and QuickBooks, “hacked” our sign-in design to add extra messaging. While this customization aimed to promote their products, it disrupted our data tracking and KPIs, with no proof that these changes improved results.
Since this was more of a visual issue than a feature one, it was tough to get traction on the roadmap. To address this, we created a provocation to raise awareness among leadership and explore effective messaging through research. Our goal was to identify what messaging truly resonated with TurboTax and QuickBooks users, with the aim of improving the user experience while maintaining the integrity of our core design.
Background
Although 67% of our customers are aware of Intuit, only 49% recognize the brand beyond their individual product usage. Furthermore, only 34% of customers understand that Intuit offers multiple products. This lack of awareness creates barriers to maximizing the benefits of a unified account experience across our product suite.
The Challenge: Aligning Customer Experience Across Intuit Products
Customer Problem:
Users are unclear about the value and benefits of having a One Intuit account, leading to confusion and lower engagement.
Business Problem:
Intuit wants users to engage more with the account benefits, but there is inconsistent messaging that hurts the customer journey and data analytics.
Goals: Streamline Account Experience and Build Awareness
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Objective 1
Create a seamless sign-in experience that helps users understand the value of One Intuit Account.
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Objective 2
Align messaging across TurboTax and QuickBooks to improve user engagement and account creation.
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Objective 3
Bridge gaps between top-of-funnel marketing and authentication.
How It Started: New Brand Inputs
Reviewing the new visual language in context. What visual motifs would be appropriate in the “task-oriented” account creation space?
Discovery
Conducted a competitive analysis on how leading companies approach the sign-in experience:
(Internal Audit)
Credit Karma: Split the sign-in experience into actionable and educational segments, with messaging focused on explaining their services.
Mailchimp: Used a split-screen approach, with sign-in and brand messaging, relying on playful and creative design to communicate its brand personality.
Discovery
Conducted a competitive analysis on how leading companies approach the sign-in experience:
(External Audit)
Credit Karma: Split the sign-in experience into actionable and educational segments, with messaging focused on explaining their services.
Mailchimp: Used a split-screen approach, with sign-in and brand messaging, relying on playful and creative design to communicate its brand personality.
Exploration
Laying out the foundations.
Exploration
Going broad to narrow in.
Designs: TurboTax Testing
Product led, Hybrid, Platform led
Designs: QuickBooks Testing
Product led, Hybrid, Platform led
Key Insights:
Understanding User Preferences & Messaging Needs.
TurboTax Users:
Product-led messaging is most motivating, focusing on specific tax benefits.
QuickBooks Users:
Hybrid messaging resonates better, showcasing the broader suite of tools and integrations.
Key User Mindsets
Non-business users have a task-oriented mindset…
Key User Mindsets
… While business owners prefer a comprehensive, integrated approach.
Design Approach: Crafting a Unified, Scalable Solution
Developed wireframes and prototypes based on insights, with an eye for scalability across all Intuit products.
The Solution: Clear, Intuitive Account Creation & Sign-in Experience that clearly communicated the benefits of having a One Intuit Account.
Results: 67% More Users Engaged with One Intuit Account
Successfully raised awareness of the One Intuit Account, resulting in 67% more users engaging with the account experience.
“Account Growth Hacking" added to the roadmap for future exploration and scalability.
Design solutions set the stage for incorporating GenAI (Intuit Assist) features into the account experience.
Key Takeaways
Effective, user-centered design can bridge gaps between marketing and authentication.
Understanding user mindsets is crucial for messaging effectiveness.
Collaborating cross-functionally ensures that all aspects of the user journey are considered.
Next Steps: Scaling and Evolving the Experience