QuickBooks’ Global Setup
The problem
Each of QuickBooks’ small business users are unique and have unique reasons for coming. QuickBooks is a robust product that can solve so many different problems, but it’s hard for small business owners to realize just how QuickBooks can help their unique business because of all of the things it can do for them. This problem is even greater for brand new users who don’t know what QuickBooks can do, don’t know how to navigate within the product, and don’t know what they don’t know.
The Challenge & opportunity
To craft an experience where we, as a product, are easily able to get to meaningfully know our first time users so we can personalize their experience & deliver maximum benefit. This experience also needed to scale to QuickBooks’ 8 global regions and their unique product offerings and users.
The results
We tested all interaction models to capture intent and over 10 different ways and altitudes of intent to better understand who they were while understanding engagement with the models and questions. From that rapid testing we identified a framework of user’s intents and proved to the organization that a longer set up flow and the benefits of providing a personalized experience outweighs the slight user drop off from added steps.
Concepts Tested
I started with just a search box on our main marketing homepage to let the user type in, in their own words, what they were looking for. This allowed us to better understand how they were talking about their intents. For main keywords, I directed them to pre-existing intent pages.
I also tested the same search box component in the product setup experience to see if the intents and/or language were any different. From there, I grouped similar intents and mirrored the language they were using. The radio button interaction was simply chosen for ease and speed of testing in development.
I tested an “infinite scroll” interaction model to see if this was easier for users to provide more information about their intent. I defaulted the list to parent-level intents, and if a user clicked on an option, I then showed child intents associated.
