Intuit Pvt. Ltd.

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01. Introduction

Intuit Inc. is an American business and financial software company that develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals. The company is headquartered in Mountain View, California. As of 2019, more than 95% of its revenues and earnings come from its activities within the United States.

02. Project overview

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QuickBooks Desktop is a one-time purchase accounting software to be installed on your office desktop computer. It is an accounting software package developed and marketed by Intuit. QuickBooks products are geared mainly toward small and medium-sized businesses and offer on-premises accounting applications as well as cloud-based versions that accept business payments, manage and pay bills, and payroll.

The project was focussed on the following:

  • Managing employee details setup for running payroll every twice or thrice a month

  • Customers who have run their first few payrolls have increased NPS (Net promoter score) by upto 8 points.

  • 20-30% of Payroll customers cancel subscription within 90 days. Most of these do not get setup properly and lose confidence.

  • 2 in 3 customers who cancel switch (back) to accountants and/or pen-and-paper. 

Other Intuit products

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03. My role & contribution

I worked on the project as a Sr. Product Designer. I handled UX and basic UI of the QBDT (QuickBooks Desktop).

The initial UX started understanding the product requirements and user research done by the research team in California. It started with customer empathy, problem statement and customer benefit. 

04. Understanding customer empathy

All the user research was done by the research team in California.

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User Persona 01.

Employer - Paul Michelini — StoneyHead Brewing

  • 20 Employees, seasonal  business. Few contractors.

  • Uses an accountant to run their payroll for ~$5K / year.

  • Very Tech savvy, but considers payroll too complex to setup.

  • Not a QuickBooks customer. Has tried and given up on ADP.

  • “Ideally, the ‘system’ should just process payroll and employees, should keep their own info  updated and time tracked.

“You don’t want to mess around with IRS! Setting up payroll right and in compliance with the regulations is what the accountant promises me and also keeps it updated as employees keep churning in and out of my brewing business”

User Persona 02.

Employee - Lance Lager  — Functional worker @ StoneyHead

  • Experienced hand at brewing the best craft beers. In high demand.

  • Moves up to 3 jobs in a year, including 1 or 2 contractor positions. Always employed full-time at least in 1 job.

  • Keeps all tax forms, payroll info and historical paystubs in a file.

“I keep switching multiple jobs and have to sit with their payroll dept every time to give my tax info. I would very much like to be in charge of my own tax information, though I will always be worried if I have entered the right data.” 

05. Existing product review

Information overload

I was not prepared to answer all these questions. It’s an information overload. And then I have to repeat the whole thing for_ 

EACH employee? — Chris 

Feeling lonely!!

What is happening? Why are there so many progress bars – and it does not tell me what it is doing. It complains about ‘Missing Info’ and yet allows me to run payroll? — Nathan  

Unfriendly tone 

it's like barking orders to do this & that. I have 50 employees in 4 states! I could do with some helpful tips along the process. — Tracy  

06.Customer problem statement

I am:

A small business owner with more than 20 employees and contractors, who are churning in and out often. I have just purchased QuickBooks Desktop Payroll.

I am trying to:

Setup my employees and payroll and run my first payroll so I can get to learn the product and feel confident about it.


I am intimidated by the tedious, complex process of “Payroll Setup”


The amount of data to enter per-employee is huge, let alone complexity and overload of information that needs to be at hand before I even start setup. 

Which makes me feel:

Unprepared, unconfident, unsure that I can do this myself...

07.Customer benefit 

No Work:

I can save up to 4 hours every time I have a workforce churn in setting up employees and payroll. My employees save 1-2 hours of submitting paper forms due to automation. 

I am trying to:

Once I review and approve the employee-entered / system-recommended payroll information, I am confident that I have setup my payroll correctly.  

08.Product Metrics

Product insights — by the marketing team

•  Customers who have run their first few payrolls have increased NPS (Net Promoter Score) by up to 8 pts in one months.

•  20-30% of Payroll customers cancel within 90 days. Most of these do not get set-up properly and lose confidence.

•  2 in 3 customers who cancel switch (back) to accountants and/or pen-and-paper. 

Intuit — Business opportunity 


Increase in NTTF (Nettur Technical Training Foundation) employee “retention within 90 days via setup completed in minutes and complete run payroll in the first few days. Estimated purchase of QBDT Quick Books Desktop Payroll in year $6M.

Employee Ecosystem:

1.3 Million SMB (Small Business Group), Employers in SBSEG (Small Business Self Employed Group) is nearly 25 Million. If done right, this can build towards a platform to connect Employers-Workers, for both QBO and QBDT. 

OBDT EESS — Success metrics HEART framework  


The user fell happy about the product feature as the NPS increased up to 02pts in 2 weeks.


7-day active users: 330, User start feature journey per-day 2-3 times.


New users adoption after 2 weeks of the product feature launch. 21 new users.


62% retention rate of the existing user within 2 weeks.

Task Success:

11/15 task completed in one day for the new feature launched. 


Ideal state: What does “truly awesome” look like? 

In a perfect world:

As a customer, who purchases DT Payroll, I will never enter data, my employees will be able to upload directly or send me their older W-4, I-9, State Tax forms, paystubs, etc and the system will just parse it all and get me setup, (of course after I get to review and approve!). If I am switching from another payroll software, QuickBooks will just import all data from, say, ADP, Paychex, Gusto. 

How it will work in QBDT:

Automated Data Entry via OCR of the Payroll Forms Scanned by Employer, within QBDT (Quick Books desktop) Payroll setup itself. 

The biggest benefit to me is: 

I don’t have to spend the hours it takes to set up my payroll and get to process my first payroll quickly after purchasing. 

Which makes me feel:

Confident, productive. 

Design Solution for MVP

Employee Enters the data in a standalone Self-Setup website which can later be plugged into Workforce.

Pros for MVP

  • Achieves the most reduction of employer pain point for larger SMBs, by distributing the data entry to all employees. 

  • Speedier to Market (Q4 FY19) 

Cons for MVP

  • Non-converged standalone solution within QBDT.

  • Employees still DO have to enter data.