Quickbooks.com

Reimagining and designing a new quickbooks.com experience.

1. Restructuring and simplifying navigation

With 32 different points of interaction in the top nav bar of the quickbooks homepage, choosing where to go became tricky or misleading.

Through research and testing we identified that the three main reasons for visits were:

1. Pricing

2. Features

3. Ease of use

To design a website structure that focused on these, we made the following decisions:

• Up-level pricing and be deliberate in the language used

• Emphasize and streamline access to support

• Eliminate drop-down menus that shifted confidence to confusion

• Design the footer to help with exploration of all products, features, resources, and partners.

• Design a feature-focused way of learning about the product (step 3 below explains this)

This allowed for a new main navigation structure that had only three points of interaction. Simple and deliberate.

2. Designing a purposeful first impression

Scrolling down quickbooks.com was overwhelming and without a purposeful story to follow.

The page was a Frankenstein mix of product features, user business types, social proof, product choosers, and videos. All of these were intended to show the product and brand in their own different way which caused a disjointed flow to the page. From a brand perspective, there was missed potential for consistent storytelling of product and user.

Data showed that the different parts of the homepage were being received with mixed feelings. But there were consistent positive responses to features. Features showed clearly the benefits that came with using the product. Benefits also told our audience the QuickBooks mission in the most relatable way.

This led to the creation of three “uber” benefits that would represent the product and brand:

1. Organization

2. Time saving

3. Money management

Through designing different visuals and working closely with my content partner to represent each benefit, we were able to create a consistent and deliberate first impression for visitors.

Furthermore I was able to design, test, and implement the first video hero used on quickbooks.com in place of an initial static photo that was to be used. I believed that being able to see the product in use with different people and situations as soon as you arrived at the homepage would make for a better user experience.

3. Focusing learning around product features

With a new homepage based on product benefits and a navigation structure that emphasized features, learning more about QuickBooks had to be an experience that fit. To create that, we designed the “How it Works” page. This single page showed how QuickBooks worked by its features in an experience. It was now the primary source of learning more about the product. This all allowed for us to make learning into a simple and focused experience.

TLDR (Results)

This new end-to-end experience was put into a live, full traffic A/B test in comparison with the then current “control” QuickBooks web experience.

Three weeks of testing into a three month timeline, there was enough data showing that the new experience was outperforming control beyond expectations. It was approved to become the new quickbooks.com.

It would go on to achieve:

- $16m incremental revenue generated  

- 108 index to forecast