Intuit - QuickBooks
Jun 2023— Aug 2023
As a designer, I created an experience to help solopreneurs attract more customers within the QuickBooks Mobile (QBM) space. This involved designing multiple concepts for the onboarding process, utilizing Intuit’s innovative design system, and collaborating with a cross-functional team to build a new user experience for solopreneurs
Project Type
Mobile App
Project Status
Internal Handoff
Team
Product Designer (Me)
Product Manager
Full Stack Engineer
Head of Design
KPIs
Uptick Onboarding
User Satisfaction
Additional details for each projects are currently under NDA, to learn more please reach out to me.
The Problem
"Once they find me, I can keep them. It’s getting them there that’s the problem. I don’t know how to get
them in the first place.”
- Solopreneur, 2023
“Good grief. I just wanna reach people. I don't know. And I'm trying to approach it from all angles…Maybe
it'll work one day. So that's my biggest goal. Being seen would allow me to grow my business more.”
- Solopreneur, 2023
We also identified key issues from the current product state:
SPs use manual calculations to connect revenue to customer acquisition.
SPs prioritize a steady stream of customers and income.
SPs seek time-saving solutions that maximize their efforts.
Solopreneurs manage every aspect of their business, from operations to customer tracking and we saw this was a major problem.
The Goal
Our goal was presented as the following:
How might we create an experience that helps solopreneurs on the QBM platform, manage their businesses more easily while attracting and retaining customers?
The solopreneur user base on QuickBooks (QB) was broad, and understanding their core challenges presented significant opportunities for improvement
The Focus
Based on these findings, we decided to run this main hypothesis throughout the project:
If we optimize the QBM experience, focused on helping solopreneurs attract and retain customers, then
addressing their key challenges in customer acquisition and business will grow.
The Outcome
Led the delivery of high-fidelity design solutions and translated them into a cohesive, interactive prototype to validate end-to-end user flows and product direction.
Owned the end-to-end research process—from competitive analysis and research planning to wireframing, participant recruitment, and moderated sessions—executing 5 rounds of user interviews within one month to inform product decisions.
Partnered cross-functionally with product managers, engineers, and content designers to align on scope and priorities; created a shared project timeline and facilitated brainstorming workshops to drive clarity and momentum.
Presented design rationale, research insights, and recommendations to Futures Group leadership and QuickBooks stakeholders, influencing feedback loops and next-step product decisions.
At the end, we formulated a success metric for the launch for all three landing page concepts:
If more than 30% of users selected I m Interested during onboarding, it would indicate success.
Reflection
I also learned that making mistakes is a natural part of the learning process. As a designer, you won’t get everything right on the first try. I initially worried that I’d make mistake after mistake on this project, but my manager taught me to take each day as it comes and to be ready to pivot when necessary. Not everything will be perfect on the first attempt, but learning from your mistakes is what will help you grow into a stronger designer.