Company
Intuit:QuickBooks Live
Industry
Bookkeeping
My Role
Product Design
Platform
Web & Mobile
Year
2024
I led the product design of a new standalone Cleanup Service alongside our PM, transforming an existing churning point into a streamlined, high-margin entry point for new business bookkeeping customers.
QuickBooks Live was designed as a long-term subscription, yet data showed a massive segment of "high-intent, short-term" users. These customers were forced into a monthly commitment they didn't want just to access historical cleanup for tax season.
Misaligned Service Model
Our Original service Model
QuickBooks Live was designed as a long-term subscription, yet data showed a massive segment of "high-intent, short-term" users. These customers were forced into a monthly commitment they didn't want just to access historical cleanup for tax season.
Revenue Leakage
By not offering a standalone option, Intuit was missing out on a massive one-time service market and creating a frustrated onboarding experience for those with singular needs.
Defining the Service
Partnering with Service Design to create a New service
I conducted audit the end-to-end recurring bookkeeping journey with my PM and engineering team. Our goal was to identify the "atomic units" of a cleanup -document collection, categorization, and final reconciliation - and decouple them from the long-term subscription hooks.
standalone Cleanup Service
cleanup customers are different
"Cleanup" wasn't just a phase of bookkeeping; it was a distinct product with a different psychological profile (urgent, cost-conscious, goal-oriented).
We designed a service roadmap and notifications experience that would keep them moving along the service.
Cleanup Required a New “Wrap Up” Experience
In our existing Monthly Bookkeeping service, there was no “Wrap Up” call, customers simply moved to the Monthly upkeep phase.
By contrast, in a one-time service, the "Wrap-up" is the most critical moment.
Reduced churn
$15 mil
New revenue
15000
Signups in FY24
