Unifying App Integration Experience for Intuit Marketplace
I streamlined and delivered a scalable user flow to integrate 3rd party apps into Intuit QuickBooks and Mailchimp, reducing user drop off, and accelerated development process per integration. This streamlined experience enables ~ 5 million Intuit customers to easily integrate 3rd party app all in one place, from payment processing, marketing, and leads generation.
My Role
Lead Product Designer
My Team
Platform Product Manager, Content Designer, Design Researcher
Stakeholders
Platform Engineering, QuickBooks Product, Mailchimp Product
Project Timeline
10 Weeks
The Challenge
The Intuit App Marketplace offers over 700 third-party apps such as Google, Wix, PayPal, and Square, etc., to help more than 5 million small business and mid-market users streamline workflows across accounting, appointments, lead generation, and more. However, our funnel data shows users often face friction when setting up integrations and keeping the integrations live.
By the Numbers
3–7
Apps typically connected by each business to run daily operations
~40%
Drop-off rate in the current funnel to set up a new integration
~50%
Drop-off rate in the current funnel to fix an integration in error
The Result
As the lead designer of this large cross functional team, I championing a simplified, user-first integration flow that shortened steps and reduced friction. I combined funnel data with fresh stakeholder interviews—including accountants, marketers, and customers, and successfully addressed friction points such as mismatched user mental model in the new design direction.
Throughout the project, I collaborated closely with the Design Systems, Product, and Platform Engineering teams to ensure consistency and scalability across QuickBooks and Mailchimp. Adopting a platform-first, composable widget mindset, I designed a unified integration pattern that is now part of the Platform Design System. This scalable end-to-end experience supports a wide range of business verticals and is currently live in production in 2025.
The Impact
Composable Design ↗
Contribution to team design library of customizable user flow
Stakeholder Alignment↗
Customer insights and validated design drove design framework alignment with senior leadership
↓4 weeks
Decrease in original 9 week roll out time per integration
↓15%
Decrease in funnel drop off to add new integration
FInal E2E
Research Insights
Design Exploration
QA & Handoff
Contribution and documentation to design library
