Intuit: Brand and Marketing Team
Enhancing QuickBooks Marketing Experiences
1. Overview
During my internship at Intuit, I worked as a Visual Design Intern within the BAM (Brand and Marketing) team.
🔍 My primary focus was:
- Leading customer research and designing.
- Creating engaging user experiences for Quickbooks, specifically within the marketing space.
✍🏻 This involved:
- Creating prototypes for various marketing platforms like App Stores and social media, testing those prototypes with real customers.
- Collaborating closely with cross-functional teams to bring these designs to life.
Objective
During my internship at Intuit, I focused on creating engaging user experiences for QuickBooks in the marketing space. My goal was to improve the user journey across App Store and social media touchpoints by addressing customer pain points and aligning designs with business goals.
2. Problem Statement
The Challenge:
Customers faced friction in navigating QuickBooks marketing channels due to inconsistent design, unclear messaging, and limited user engagement.
Impact on Customers:
- Pain Points:
- Tedious user journey on App Store and social media platforms.
- Lack of visual consistency and clarity in marketing assets.
- Limited customer engagement due to ineffective design solutions.
Business Context:
Improving the visual design and engagement metrics was critical to enhancing customer acquisition and retention.
3. Research and Insights
User Research:
- Conducted interviews with 15 customers to uncover pain points in their marketing touchpoints.
- Analyzed customer reviews on App Stores and social media feedback.
🔍 Key Findings:
- Customers wanted faster access to key information about the product.
- Inconsistent visuals across platforms diluted brand perception.
- There was a need for a unified, engaging design system tailored to users’ expectations.
4. Ideation and Design Process
Brainstorming:
- Collaborated with marketing and product teams to align user needs with business goals.
Wireframes and Prototypes:
- Developed high-fidelity prototypes for marketing platforms.
- Created designs that emphasized clarity, visual appeal, and engaging CTAs.
Testing and Iteration:
- Conducted user testing on prototypes, gathering actionable feedback.
- Iterated designs to simplify navigation and improve messaging.
5. Final Design and Solution
Visual Design Highlights:
- Unified visual elements across App Store and social media channels for a consistent brand experience.
- Streamlined user journeys, enabling quicker access to critical information.
- Created engaging visuals and CTAs to improve customer interaction.
EXPLORATION 01
EXPLORATION 02
EXPLORATION 03
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Creative Process
1. Research and Discovery:
- Conducted interviews with customers to understand their frustrations with existing App Store and social media designs.
- Benchmarked competitor designs to identify best practices for improving customer engagement.
2. Ideation and Brainstorming:
- Facilitated workshops with cross-functional teams to brainstorm solutions.
- Created initial sketches and wireframes to visualize simplified layouts and enhanced CTAs.
3. Prototyping and Testing:
- Developed high-fidelity prototypes emphasizing clear navigation and consistent branding.
- Conducted A/B testing to gather user feedback and refine designs iteratively.
4. Finalization:
- Delivered polished designs with cohesive visual elements, engaging CTAs, and user-friendly layouts.
Results
1. Increased customer engagement on App Store by 18%.
2. Enhanced positive sentiment in customer feedback.
3. Improved brand consistency across marketing platforms.
Conclusion
1. The importance of a customer-centric approach in marketing design.
2. Regular feedback loops drive impactful design solutions.
