INTUIT ACCOUNTANTS | WEBSITE HOMEPAGE

Role: Visual Designer Timeline: ~2 Months Toolkit: Figma Areas: Strategy, Design

OVERVIEW

Create a new homepage for Intuit Accountants showcasing ProConnect Tax, emphasizing the ProConnect software ecosystem. The current homepage has issues with visitors missing the ecosystem story, which includes QuickBooks Online Accountant, ProConnect Tax, and Intuit Tax Advisor, and seeking a prompt for further exploration.

THE PROBLEM

There are several challenges, including visitors missing the ProConnect ecosystem story leading to confusion. Visitors also tend to value quick navigation to products over scrolling through the home page, resulting in them missing the broader ecosystem story unless prompted.

GOALS

The objective is to intrigue potential customers enough to want to dig deeper and learn more about the products. With an emphasis on the ProConnect Tax ecosystem story.

THE PROCESS

IDEATION

Working closely with my content design partner, we analyzed what did not work from the 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 forwarded with testing concepts 1 and 3 with users with additional design and copy edits to better meet our objectives.

CUSTOMER FEEDBACK

My content partner and I tested the 2 designs with 8 customers of competitor software. Half of the customers preferred either concept. However we noted that Concept 3 resulted in a more favorable outcome where users did scroll down the page, and understood that there are 3 separate tax products being offered. Where as with Concept 1 users unfamiliar with Intuit’s tax products thought the 2 product offerings on the right were not separate software.

USER BREAKDOWN

“From what I know about the industry, I would be interested in learning and comparing them…I know I would start with PTO and then look for an upgrade [workflow solution].”

“The drop down arrow, makes it more clear to scroll down and see more.”

“ProConnect message…its really nice…it hits the points…it’s integrated and works together…fully digital is nice…”

THE RESULT

CONCLUSION

Redesigning Intuit's Accountants homepage to showcase the ProConnect Tax ecosystem story was a challenge due to visitor confusion. By working closely with content, web, marketing, and testing with customers, we were able to create a new homepage that highlights the ecosystem story and encourages users to scroll down to learn about Intuit Accountant’s other tax product offerings. With adjustments based on user feedback and marketing tactics, the new homepage is likely to capture the interest of potential customers and encourage them to explore all the tax products being offered. Check out the live site here.

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