Unifying App Integration Experience for Intuit Marketplace
I designed a standardized, research-driven integration template to replace custom-built flows, creating a scalable setup experience for Intuit’s third-party app ecosystem, and successfully reduced user drop off by 15% for high-demand third-party apps such as PayPal, Square, and Shopify, .
My Role
Product Designer
My Team
Platform Product Manager, Content Designer, Design Researcher
Stakeholders
Platform Engineering, QuickBooks Product, Mailchimp Product
Project Timeline & Status
8 Weeks, shipped in 2025
The Challenge
The Intuit App Marketplace supports over 5 million users and 700+ integrations, yet faces a critical bottleneck: 40% of users abandon the setup process before completion. User Research n 2025 revealed that fragmented, custom-built flows created a 'confidence gap,' where users felt the process was too lengthy and lacked clarity. My challenge was to replace these high-friction, bespoke paths with a streamlined, standardized integration framework that drives automation and user trust.
Customer problem
Small and mid-market business owners feel overwhelmed and frustrated when trying to connect third-party apps to Intuit.
Business problem
The reliance on bespoke, custom-built integration paths creates a massive 'maintenance tax,' making it difficult for developers to scale, update, or ensure quality across the ecosystem. This results in tech debt, longer dev time, and a slower time-to-market for new partnerships.