Intuit: Helping Customers Complete Tasks Easier
A strategic redesign of core task-completion flows, attacking 3 million annual care calls at their source.
Many customers encounter challenges in completing tasks like updating their email or changing their password when accessing their Intuit Account. They often spend considerable time locating these features, resulting in approximately 3 million customer care calls annually for assistance with tasks we can readily facilitate.
I led a strategic redesign of core task-completion flows within the Intuit Platform to reduce friction, clarify decision-making, and help customers complete key actions with greater ease. By reframing the problem around cognitive load, system inconsistency, and discoverability gaps, I introduced platform-level patterns that improved efficiency, strengthened user confidence, and scaled across multiple Intuit products.
The opportunity
01 That's a lot of frustration...
After reviewing customer data within a 12-month period, out of 144,000 customer feedback responses:
- 10% (14,400 customers) couldn't update their email or phone number.
- 10% (14,400 customers) couldn't update their credit card information or find their billing statements.
- 30% (43,200 customers) couldn't find tax documentation.
Design process
02 Planning a path for customers
How can we devise a straightforward and user-friendly method for customers to effortlessly discover and accomplish the most prevalent tasks, thereby enhancing conversion rates and alleviating negative feedback from customers who feel disoriented during their search?
While customers who are well-acquainted with these tasks may not encounter difficulties in locating them again, those less familiar with the process often waste time navigating through various menus to find the desired destination.
The KPIs
03 Defining success
Much of the Intuit Account Manager customer traffic focuses on sign-in & security, product subscription, and payment-related tasks. The KPIs for this project focused on measuring the correlation between the increase in CTA conversion and task completion rates surrounding these types of tasks.
Design explorations
04 3 designs, 12 participants, 4 countries
We explored places to display these tasks to help increase discoverability so customers can get exactly where they need to go, super fast. We completed an unmoderated test of 3 designs with 12 participants in the US, Canada, Spain, and France. 7 out of 12 customers agreed that one design choice was the best.
For the final implementation, a concern came up about task discoverability becoming too visually prominent. Different teams own different areas within the Intuit Account, so any negative impact they would sustain from design revisions needed to be considered. Only 1 out of 12 customers preferred the shipped design choice, but the results of its performance would confirm whether the right call was made.
The data
05 Popular Actions
With the Popular Actions widget, customers don't have to take a long journey and can get to where they need to be much faster, for example, the common path customers take to update their email. Other actions such as manage subscriptions, view payment history, and update personal information follow the same shortened path.
The outcome
06 A better path for customers
We got some good learnings after running the initial experiment. Even though the final design choice didn't win over customers during the unmoderated test, it performed extremely well once it shipped and was released into production. The Popular Actions widget continues to be the highest engagement CTA and conversion rate CTA within the Intuit Account Manager.
Key outcomes
07 The results at a glance
- Highest engagement and conversion CTA within the Intuit Account Manager
- Platform-level pattern that scaled across multiple Intuit products
- Reduced friction behind ~3M annual customer care calls
Credits & roles
- Role
- Sr. Product Designer · Intuit Platform & Identity