A Customer-Centric Approach
As part of a major 2021 initiative, I spearheaded a complete redesign of our homepage. Ensuring trust with our target audience of tax professionals was crucial, and we focused on a customer-centric approach. I collaborated with internal partners to gather insights and statistics, which I used to craft compelling narratives highlighting customer pain points and the transformative impact of our products and add-on tools.
The redesigned homepage was a resounding success, both among our customers and leadership team. Its influence extended beyond the homepage, inspiring complete redesigns of other high-level webpages throughout the site.
Charting the Customer Experience
I led a comprehensive customer journey mapping initiative for ProConnect Tax, a project that hadn't been undertaken in years. From initial product awareness to long-term loyalty and advocacy, I defined the key stages of the customer journey and collaborated with various teams (marketing, product, sales, training, customer success) to gather insights and identify pain points.
The resulting visual representation provided a clear, end-to-end view of the customer experience. I presented this map to BU leaders, along with a future-looking vision that incorporated recommendations for the next five years, informed by employee feedback, evolving customer behaviors, and upcoming product enhancements.
Launching a New Staffing Solution
The COVID-19 pandemic highlighted a significant challenge for tax professionals: the difficulty of finding qualified staff that work remotely. To address this need, I led the creative launch of Intuit Select Pro Staffing, a service designed to connect tax professionals with vetted, skilled staff.
Our team explored various creative concepts, ultimately selecting a "strategy game" theme to convey a friendly yet expert approach. We produced a suite of marketing materials, including videos, landing pages, social media assets, and email campaigns. The initial pilot launch was highly successful, achieving a 25% conversion rate from traffic to leads.
Simplifying Complex Product Options
Professional tax software is inherently complex, making it challenging to differentiate products and persuade tax professionals to switch. To address this, I collaborated with a visual designer to create a streamlined and intuitive product comparison experience.
By working closely with customers throughout the build, we were able to refine the design and ensure it met both user needs and Intuit's UX guidelines. This new comparison page has significantly boosted acquisition numbers and has become a valuable tool throughout the customer journey, from initial awareness to final purchase.
Visualizing the Future of Tax Products
I partnered with the product design team to create a compelling vision for the future of our product ecosystem. My responsibilities included team alignment, concept development, storyboarding, scriptwriting, and video production oversight.
By leveraging a customer story and incorporating future-state UI prototypes, I was able to illustrate how our tax professionals could benefit from our evolving product offerings. This video was delivered to senior leadership and shared widely throughout the organization as a roadmap for the next five years.
Looking into the future of Intuit Accountants,
Bookkeeping to taxes to advisory services
Leading the Launch of ITA
As the tax industry shifts toward strategic advisory services, Intuit introduced Intuit Tax Advisor, the first integrated advisory tool for professional tax software. To ensure successful adoption of this groundbreaking product, I spearheaded the creation of comprehensive training and education materials for the initial launch.
My responsibilities included:
- Developing the education website
- Crafting email campaigns
- Producing how-to videos
- Creating expert-led videos
- Designing marketing materials for webinars and virtual conferences
- Leading rapid prototyping, film shoots, and customer testing
Make more money by switching your tax practice from compliance work to advisory services
Simplifying the New-User Process
To overcome the challenges of transitioning to new tax software, we developed the Easy Start onboarding series, a comprehensive guide consisting of emails and a step-by-step checklist. By collaborating with customers to identify pain points, we created a tailored onboarding experience that addressed their specific needs at each stage of the journey.
The Easy Start initiative has become a standard for our onboarding process, improving customer satisfaction and reducing the time to comfortable product use. It has also proven to be a valuable tool for marketing and sales teams, driving customer acquisition and retention.
Driving Conference Success
As a key contributor to the Digital Insight Innovation Conference, my team played a pivotal role in creating a memorable and impactful event. We developed a strong brand identity that captured the spirit of innovation and tailored it to the conference location in Austin, TX.
My key responsibilities included:
- Designing email invitations
- Building a custom conference website and blog
- Creating conference playbooks, internal handbooks, and signage
- Producing videos and editing presentations
The 2015 conference was a resounding success, setting a record for attendance and earning praise from senior executives as the best conference in the company's history.
Overcoming the Offline to Online Challenge
To address the hurdles of transitioning Digital Insight clients' offline customers to online and mobile banking, I collaborated with a cross-functional team to develop the "Always Open" campaign.
This campaign highlighted the convenience and flexibility of online and mobile banking, emphasizing 24/7 access. We utilized various communication channels to reach customers, including:
- Email marketing
- In-branch materials (window clings, videos, table tents, placemats, statement stuffers)
- Customizable ATM screen messages
By leveraging these diverse channels, we effectively communicated the benefits of digital banking and encouraged adoption among offline customers.
Enhancing Online Banking Adoption
To improve user understanding and adoption of online banking, my team developed an interactive demo series. These demos cover a range of topics, from money transfers to rewards programs, and allow users to explore the online banking interface directly.
This innovative approach yielded significant results, with participating financial institutions reporting a 55% reduction in call center volume.
Driving Mobile Adoption with Project “Kickstart”
To encourage mobile banking adoption, Intuit launched the Kickstart initiative. This project involved placing mobile devices preloaded with demo apps in financial institution branches, allowing customers to experience the platform firsthand.
The Kickstart project led to a 29% increase in mobile adoption among participating financial institutions. This success paved the way for the development of the Digital Insight "First Digital Branch," a groundbreaking concept showcased at the 2015 Innovation Conference.
