Intuit is a global brand generating $16.3 billion annually through products like TurboTax, QuickBooks, Mint, and MailChimp.
I was assigned Design lead when I collaborated with Intuit to design their debut SaaS app, TurboTax Personal Pro, along with supporting marketing assets. The platform enables users to search for CPAs and file taxes entirely online. My first focus was ensuring the product dashboard efficiently delivered the necessary modules for filing taxes, supported by online CPA guidance.
As Intuit’s first venture into the SaaS marketplace, there were no pre-existing branding assets. I designed a range of promotional materials to establish the product’s visual presence, including street billboards strategically placed at select bus stops and highways. Additionally, I created a 2-page fold promotional piece that carried the playful and memorable theme, “Keep Calm, Carry On,” to engage and inform potential users.
Of the 250+ design variations created for the product experience, only 7–8 were selected for final production. I leveraged HotJar, Amplitude, and UserTesting to refine the UX and ensure users successfully navigated the digital journey. Collaborating closely with engineers, team leads, and managers, the product was delivered within a 9–10 month timeline.
My objective was to create a seamless and fully responsive experience across both the website and product app. Every aspect of the design was carefully considered to ensure the user journey was intuitive, efficient, and easy to navigate. Special attention was given to making each step of the process smooth, particularly when users interacted with a selected CPA, so that the entire experience—from exploration to completion—felt effortless and well-supported. No detail was overlooked in delivering a digital experience that balanced usability with guidance.