Intuit - QuickBooks Desktop
Simplifying Complexity for SMBs
Small and medium businesses faced friction when navigating QuickBooks Enterprise. The accounting workflows were powerful but overwhelming, leading to low adoption and reduced efficiency.
Leading Research-Driven Design Strategy
As design lead, I shaped the UX strategy through 700+ interviews with SMB owners and accountants, alongside 30+ design-thinking workshops. My role was to translate user pain points into streamlined workflows that balanced financial accuracy with ease of use.
Adoption and Efficiency Gains
The work led to the launch of 5 new features and the optimization of 15+ workflows, driving measurable adoption and efficiency improvements for SMBs across the US and Canada. Complexity was reduced without sacrificing trust or functionality.
Trust Is the Real Product
Scaling UX is not only about efficient workflows - it’s about building trust into every interaction. In financial platforms, user confidence is as critical as usability.
