Unifying App Integration Experience for Intuit Marketplace

Summary

I led the redesign of the 3rd-party app integration pattern for Intuit’s App Marketplace, serving products like QuickBooks and Mailchimp. This streamlined experience enables ~ 5 million small business owners and mid-market companies to connect 700+ apps more confidently—improving data accuracy, freshness, and ultimately, funnel completion across key integration flows.

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

My Contribution

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.

Design Impact

Increased funnel completion rate to add new integration

Decreased total number of integrations left in error

Decreased total number of steps in integration experiences