After the Intuit rebrand, the company began to connect the ecosystem and prioritize multi-product customers. However, it was extremely difficult for Intuit customers to access and manage their Intuit account and data because each product had bespoke methods and access points. This caused users to make mistakes and sometimes call for help.

My goal was to deliver a familiar experience for all Intuit customers to seamlessly manage, leverage, and grow their relationship with Intuit by providing ecosystem connections and account management capabilities.

ACCOUNT ACCESS (BEFORE)
WEB
Every product had a different navigtion with different access points.
NATIVE
And in many instances, there was NO experience in our Native apps.
ACCOUNT MANAGEMENT (BEFORE)
INTUIT (HOSTED)
This is the default design. Customers can access this experience through account management links in Auth experiences.
TURBOTAX (WIDGET)
Widgets can be embedded into product experiences. For TurboTax customers, they access this through a link in the bottom left nav rail.
QUICKBOOKS (WIDGET)
Another instance of an embedded widget. However, this experience is difficult in the IA, and is not consistent with any other product.
MINT (API)
In rare instances, the product designed their own experience and relied on APIs rather than using the default widget.

This decentralized strategy resulted in over 3M support calls every year (roughly ~$44M).

 
This is 3.5x more (10M contacts) for customers that can’t sign in, or don’t want to contact us or just give up.



 

This design led initiative began in 2019 with a bold vision, while exploring new frameworks and system elements. Ironically, GDPR and CCPA (customer data & privacy laws) came into affect which helped us prioritize and govern these experiences for all Intuit products.

 
PROVOCATIONS & EXPLORATIONS
PREVIOUS EXPERIENCE
The Identity monolith not flexible for future growth
 
NEW VISION
Create a bold target state vision to set forth a new strategy
TARGET STATE
Iterated to find cohesion and balance with product UX
 

Towards the end of our design phase, the Intuit Design System (IDS) completed the new product shell (header and left nav). We applied those new elements and scaled back our target state design to test against baseline. In addition to these iterations, we also contributed the One Intuit Account Access (OIAA) experience back to IDS.

MVP (OIAM)
The One Intuit Account Manager (OIAM) was the first adopter of many IDS components and is built entirely on App Fabric (which was new at the time). Both quantitative and qualitative testing was leveraged to back our design rationale.
 
MVP (OIAA)
One Intuit Account Access (OIAA) was created to deliver a cohesive experience for all customers in all products.
 

Before this initiative, it was slow and difficult to build new experiences based on the monolithic framework and our centralized identity model (all experiences were owned by Identity).

Therefore, we decided to transform this capability into a contribution platform and adopt a hub & spoke framework. This would allow any team to contribute an experience that solves a customer problem and achieve their individual business goals. This extensible and scalable framework leverages existing patterns to meet the needs of business units.

 
HUB & SPOKE
 
HUB
The home page is the starting point for all experiences.
CATEGORY PAGE
First instance where customers can see a specific experience. Usually a read only view of a plugin.
SPOKE
All contributions can have a unique page where their widget is embedded.

The initial redesign drove an 18% increase in engagement in TurboTax & Quickbooks, and a 5% directional decrease in contacts in QBO.

 

21M

Annual visits

32.7%

CTA engagement
(was 12%)

66%

CTA conversion
(was 48%)

0.74

Task completion
(per session)
 

The new design successfully launched in July 2020. Since then, Identity and several other teams have enhanced the overall experience to solve many customer problems. During this time my role evolved too, shifting away from individual contributor and towards manager.

Over the past few years, I transitioned my capabilities over to my team, and taught them the tech acumen of Identity while acting as the approver for all of OIAM, ensuring that teams used the design system correctly.

Post MVP

Here is a short list of Identity experiences that were implemented post MVP with only one developer allocated to this domain.

  • Updates to IA to extend our contributions
  • Next Best Action model using ML to help customers find what they need.
  • Qualtrics survey to ask customers what they like and don’t like and measure NPS
  • Added popular actions for direct link to spokes that drive the most business impact
  • Created and added product and account switching to provide access across the ecosystem
  • Added product suggestions for market awareness without it being an advertising portal