Overview

This case study outlines a strategic initiative focused on driving usage for QuickBooks Advanced, Intuit's most recent Enterprise SaaS offering for mid-market businesses. This product is designed for complex companies requiring multi-user access and advanced financial features.

My role

I was tasked with accelerating growth for QuickBooks Advanced. The business goal was clear: maximize revenue by solving the massive friction in the sign-up and initial setup flow. My design focus was on creating a frictionless, personalized path to Time-to-First-Value, directly mitigating critical early-stage churn.

QuickBooks: Optimizing the New User Experience

Onboarding

Feature Adoption

User Retention

Task Management

  • Key Contributions

    Role: Lead Product Designer

    Optimized the onboarding flow to enhance user adoption

    ✓ I led the end-to-end discovery research to map the complex needs of the underserved mid-market segment

    ✓ I managed and aligned stakeholders across product, engineering, and sales, using a data-driven design narrative to secure buy-in for our intended personalization strategy.

    ✓ I spearheaded the design of a new, collaborative onboarding wizard and setup guide, accelerating customer Time-to-First-Value.

    ✓ I redesigned the new user experience from a generic flow into a personalized, role-based platform that leverages AI to deliver strategic business insights.

  • Problem

    QuickBooks Advanced clients are complex mid-market businesses with multiple specialized users (think AP Clerks, Finance Directors, etc.). The problem was a single, generic onboarding experience that treated everyone the same.

    We needed to shift QBO from a monolithic tool to a personalized, collaborative platform.

The Solution

To tackle this complex problem, the project evolved into three phases:

Phase 1: Redesigning the Initial Onboarding Flow

Phase 2: Designing a Net-New, Collaborative Setup Widget

Phase 3: Creating a Customized, Multi-User Experience

Reducing Time-to-First-Value

For Phase 2, I designed this initial setup widget which transformed a complex onboarding flow into a clear, guided experience, directly improving user activation.

Impact

  • 25

    Customers Saved Monthly

    Saved customers by reducing churn in the critical first 90 days.

  • 19%

    Increase: Advanced feature usage

    Activated 160 more customers per month by successfully guiding them to high-value features.

  • $3,000,000+

    Annualized Value Generated

    Over $3 Million in estimated customer lifetime revenue for QuickBooks Advanced by mitigating early churn.