INTUIT ACCOUNTANTS | EDUCATION RESOURCE CENTER

Role: Visual Designer Timeline: ~2 Months Toolkit: Figma Areas: Strategy, Design ⭐️ Award: Intuit Marketing Star Award

OVERVIEW

This project aims to create an educational webpage that helps drive customer acquisition and retention for Intuit Accountants. Intuit strives to establish itself as a thought leader in the accounting industry by offering accessible, personalized, measurable, and flexible educational resources.

THE PROBLEM

Intuit Accountants lack an effective educational webpage. Customers have trouble finding information because resources are scattered and not tailored to their needs. This makes it hard for customers to learn about the products, which leads to low engagement and missed opportunities for growth.

GOAL

The main goal of this project is to create a centralized educational webpage that will help Intuit Accountants acquire and retain customers. The webpage will provide a personalized learning experience that will help customers onboard and learn how to use Intuit’s products to their full potential.

THE PROCESS

IDEATION

Working closely with my content design partner, we analyzed the problems of the previous state and came up with a few solutions.

After reviewing these concepts with our marketing and web partners, we decided to move forward with the card style of Concept 1 due to certain technical limitations and the overall needs of the user. We also kept the featured content card from Concept 3.

ITERATION

After concepting, we landed on a standard design for the rest of the site. Then, we dug deeper into the user experience for the filtering process.

The first option is a content filter that would be located on the left side of the navigation. This navigation would always be visible to users and wouldn’t be collapsible. This would allow users to always know what options are available to them. The downside to this design is that it is visually very content-heavy, as each card contains a lot of information. However, this may not be an issue, as our audience appreciates seeing all information upfront.

The second content filter would feature a button that slides the content in from the left. This solution helps condense the amount of content on the page throughout the user experience. However, we were concerned that users might not realize there was a filtering option available.

CUSTOMER FEEDBACK

Based on customer feedback, users responded more favorably when ‌filtering options were consistently displayed on the left side of the screen. Generally, our audience enjoys viewing all the content simultaneously but values the option to condense it. Users also found the content tags on each card helpful.

“I do like the [filters]. I like it if I want to see an overview about articles, webinars, I have access to each one.”

“It’s very eye catching so I can quickly figure out red is article, webcast is green, etc.”

“I intuitively knew there [was] more stuff there because of the gray bar.”

THE RESULT

DESKTOP

MOBILE

CONCLUSION

Prior to February 2024, ProTax’s educational content was scattered across multiple web pages and had a low click-through rate. This made it difficult to manage and measure the effectiveness of our educational efforts. To address this, we aimed to increase awareness of our educational content and centralize its management processes. The Education Resource Center was launched in under two months. Within a few weeks, we saw a significant improvement in key website metrics. Unique visitors increased by 30%. Visits increased by 16%, and the average time spent on each page increased by 44%. Most notably, the content click-through rate jumped from 3.8% to 38%. Overall, the centralized location and improved content management processes drove customer acquisition and loyalty. Check out the live page here.

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