QuickBooks: Optimizing the New User Experience

QuickBooks Advanced, our newest Enterprise SaaS offering for the mid-market, needed stronger activation and sustained usage during the critical 90-day onboarding period. The high friction in the sign-up and initial experience was driving down conversion and causing early churn. From a business standpoint, we wanted to maximize revenue from this high-value product by significantly increasing the initial conversion rate and successfully increasing customers’ Time-To-First-Value. My focus was on designing a frictionless flow that guided customers directly to the features they needed to stay engaged and realize value immediately.

  • Key Contributions

    Role: Lead Product Designer

    Optimized the onboarding flow to enhance user adoption

    • Personalized the in-app QuickBooks experience for increased engagement and retention

    • Designed a new onboarding wizard and setup guide to accelerate product adoption

    • Leveraged AI for data-driven business insights empowering users to make strategic decisions

  • Problem

    New users of QuickBooks Online Advanced (QBOA) felt overwhelmed and abandoned, leading to high churn:

    The core problem was a failed initial experience marked by unintuitive, generic onboarding that lacked clear direction, zero personalization for different user roles, and limited in-product guidance that actively blocked users from discovering and engaging with the platform's high-value, advanced features.

The Solution

COMING SOON. IN THE MEANTIME, PLEASE CHECK OUT MY OTHER CASE STUDIES.

Impact

  • 25

    Customers Saved Monthly

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

  • 16%

    Increase: Advanced feature usage

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

  • $1,000,000+

    Annualized Value Generated

    Over $1 Million in estimated customer lifetime revenue for QuickBooks Advanced by mitigating early churn.