Elevate

Beyond

the Strictly

Transactional

If the current experience on web is primarily geared toward behavior where visitors have strong intent to purchase and dive into the pricing page, how might we serve our users better and foremost tap into their specific needs?

Our goal was to think differently and take bigger swings on our web experiences and engage potential small business customers.
My Role
UI/Visual Design
Mobile Design
Credits
Concept content by Stacey Chase
Images
Hustle Image by Garrhet Sampson Concept 1 image by Kristin Vogel
Concept 2 image by Tubik
Concept 3 image by SebJung92

Creative Sandbox

Being a great opportunity for the team to flex their design chops, we broke into 5 teams. With no creative restrictions, each team had one designer and one content writer to work closely together and come up with several concepts. We were tasked to present in a week while still working on our current projects and deliverables.
9

Concepts

We came up with nine concepts and below are three examples with content writing.
Concept one

Don’t Take Our Word For It

When it comes to products and services, there’s no way around it: Reviews rule. Personal accounts of the good, the bad, and the ugly of a product can make or break its success. As marketers, we can praise QuickBooks all we want—but nothing we say will be as powerful as endorsements from our own customers. Through engaging and relevant case studies and testimonials, we can let our product shine.

Thought Starters

Easy access from the home page to a Customer Stories hub, where real users share their pain points and how QuickBooks has helped them.

Can group stories by industry, product, or even product features.

Can include videos that tell a story of a whole business and how they use QuickBooks, shot on location, told from the business owner’s perspective.
Content Themes
QuickBooks quick takes.

Spotlight on small business.

Stories that inspire us.
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Concept Two

Game On

With everything that small business owners have to do each day to keep things running, it’s not too different than a video game—with a lot more on the line. So why not reward our customers for using QuickBooks? It’s a win-win for them and us. The gamification of certain actions in QuickBooks can lead to increased product engagement while making it fun for customers to manage their otherwise tedious everyday tasks.

Thought Starters

Customizing X amount of invoices, running your first 5 checks in QuickBooks Payroll, etc.

When customers reach predetermined goals, they get rewards—like free QuickBooks Live for one year, or even a free Super Bowl commercial spot showcasing their business.
Content Themes
Get paid to play. Run your business and get rewarded with QuickBooks.

Level up! Keep business going with QuickBooks.
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Everyday tasks. Extraordinary rewards. Get your game on with QuickBooks.
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Concept Three

Bold Transparency For Any Budget

How much is too much? Right now, we offer potential customers fixed-price packages with features they may not need. The result? Our product might not be worth the money, or just not the right fit for their business. Hold on to your wallets, folks: It’s time to get radically transparent with pricing. Let’s meet business owners where they are by asking them what they need, and what they can afford—no gimmicks, no judgment. Let’s truly show that QuickBooks is for every business.

Thought Starters

Ask users what they can afford for now, and be transparent about our offerings.
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Suggest features that may be useful to them without being pushy.

Check in after using our product for a while and see how their original plan is working for them and how we can better serve them now.
Content Themes
Less dollars. More sense. Find the QuickBooks that works for your budget.

We <3 budgets. Let’s find a QuickBooks solution that works for yours.

Going Narrow

Each of the 5 teams met and presented their concepts. Afterwards everyone voted on possible concepts to develop. Our team proceeded with concept one and focused on customer stories. Above is an example how we might feature a small business on the homepage.

Hub Page

Either from the main nav under “Stories That Inspire” or on the homepage, this is where you can find other stories of small business owners and their journey.

Details Page

Tells more in depth of the small business owner and how QuickBooks has impacted them.

Mobile Screens

The team was exploring how might a mobile experience feel and look like.
Winston Toy