Intuit Connected Accounts

Intuit has grown into a global technology platform that helps customers achieve financial confidence. But as the product ecosystem grew, friction began to develop across apps, and customers were not able to quickly understand and experience the benefits of connecting their financial accounts within four Intuit products: Mint, TurboTax, QuickBooks, and Credit Karma.

The Intuit Data Exchange (IDX) team asked R/GA to help them reimagine how customers can connect and manage their financial accounts.

Rather than just refresh the visual design and remove friction in the user flows, we decided to take a holistic approach to what connected accounts mean within Intuit apps. A seamless UX would be relatively easy to achieve, but we wanted to take a deeper look at the incentive and reward structures around connected accounts. Our goal was to redefine how customers view the concept of their financial accounts within the Intuit ecosystem.

I led a multi-faceted team of two strategists, an experience designer, and two visual designers through the strategy and design efforts to create the product experiences:

• Developing an experience strategy across four apps and dozens of use cases
• Creating an ecosystem map and establishing a new set of experience principles for connecting and managing accounts within that ecosystem
• Wireframing and designing complete end-to-end flows of the key account connection and management processes
• Conducting user interviews and user testing with live prototypes
• Creating a variant toolkit to allow these flows to adapt across the app ecosystem

Over the course of four months, we developed an entirely new approach to connected accounts: balancing completeness and simplicity to unlock the greater good of Intuit’s full capabilities with connected data.

Working closely with several Intuit teams, we helped create and implement key features that continue to improve the user experience across Mint, TurboTax, QuickBooks, and Credit Karma.

We presented this new mental model and strategic approach to the Intuit senior leadership team, helping to establish this important new direction for our partner team, IDX, and their product roadmap.