Ecosystem Promise to Payoff (EPOP): End-to-End Experience Audit & First Time Use (FTU) Onboarding Campaign
COMPANY:
Intuit
PRODUCT:
QuickBooks Accounting, Payroll & Time
ROLE:
Lead Visual Design Driver
TEAM:
Content Design, Product Design, Research, PMM, PM, Senior Leadership
PROBLEM:
Our organization was not delivering on the promises being made to customers, specifically those who purchased a “bundle” of products that included accounting, payroll, and time tracking. In the first 3 months of a subscription, only 72% of customers were getting through crucial tasks to complete their setup. Beyond that, only 48% were reaching a key payoff moment, like paying their team.
GOAL:
By bridging the gaps between our working teams, we could work together to identify customer problems and find solutions that exceeded their expectations. It was not just a process, but a shift in mindset from siloed decision-making to ecosystem-focused thinking that put the end-to-end customer experience first. By removing friction for our customers, they would reach their payoff moment quicker and realize the unique benefits of our products to their business, allowing them time back to focus on what matters most: running and growing their business.
PROCESS:
In a cross functional group of designers, researchers, marketers, and product owners, we conducted a full e2e experience audit. I drove the visual portion of the audit, focussed on the key benefits we promised to our customers. We identified gaps, presented potential solutions and then delivered cohesive content, visual, and user experiences across all platforms of the customer journey.
Inventory the experience
Map the existing e2e journey and identify experience gaps
Identify gaps in our visual and content language
Present recommendations to our stakeholders and senior leadership team
OUTCOME:
A total of 14 projects were prioritized across teams with tight deadlines to launch before a top tier marketing campaign.
First Time Use (FTU) Onboarding Campaign
I led a team of 6 designers to launch our most successful initiative of creating a cohesive FTU campaign. The project spanned 3 products and multiple channels, guiding customers through intricate onboarding tasks. The series used customer entered data to tailor the experience according to what they had done and what actions were needed to take next in order to reach their payoff. The experiment’s control included 3 disjointed email series that had no personalization. We also collaborated closely with Product Designers who were simultaneously enhancing the setup experience within the product.
Results:
Approved timesheets increased 14% above control.
Successful payroll runs rose 2% above control.
Unique open and click rates went up.
The number of emails customers received in the first week dropped by 73%, allowing them to concentrate on what matters most: running their business and paying their team.