MONEY BY QUICKBOOKS
A suite of financial services that integrates payments, capital, and banking.
We are building the Money offering as a standalone, pre-QuickBooks app.
TARGET AUDIENCE
I am a service-based entrepreneur in the process of turning my skills into a real, professional business.
I'm trying to get off the ground and stay on top of all my business-related money activity
but I'm using a bunch of free tools from my personal life that aren't "professional,"
because they're free and familiar, and I'm not ready for something like QuickBooks
which makes me feel like I'm just hacking things together and not setting this business up for success.
Cash App
COMPETITIVE AUDIT RESULTS
Personalization
There aren’t a lot of apps doing personalization well. This is a clear opportunity area for Rocketman to stand out.
Core workflows
An area of opportunity in all MIMO apps is upleveling insights (visualizations) + data drill down.
Positioning #1
Digital banks seem to be targeting younger customers more accustomed to giving out their info. They lean into “cool” over “security”.
Positioning #2
Companies that nail consistent and compelling narratives see customers through experiences smoothly, from app store to onboarding.
CUSTOMER SURVEY
simple
trustworthy
professional
PROJECT MANDATE
We’ve made a strategic choice to optimize the visual expression of the Money by QuickBooks product for its target audience and their expectations as well as the content and product strategy we’re bringing to life.
Create a bold, breakthrough, and ownable visual expression for Money by QuickBooks that reinforces a cohesive end-to-end customer experience. This visual language should represent the notion that this new product is from QuickBooks but doesn’t look or feel like QuickBooks as you know it.
01
relevant
Our visual language knows when to shine. It presents a clear visual hierarchy that enables efficient task completion. It is ownable and delightful, without getting in our customers’ way.
Clear visual hierarchy
Use visual tools like typographic scale to highlight critical content.
Low cognitive load
Embrace methodical pacing, white space, and low information density.
Efficient implementation
Design intuitive experiences that help customers get the job done.
02
grounded
Our visual language is customer focused. It meets our customers where they’re at, considers their version of success first, and is consistently accessible.
Professional
Empower customers to feel like the bosses they are with experiences they can show off.
Trustworthy
Build trust by presenting sensitive financial info with mature dependability.
Simple
Compliment streamlined experiences by leaving out superfluous elements.
03
futureproof
Our visual system is optimized for scale. Just as our customers use our product in pursuit of growth for their small business, our visual language should grow and scale to consider future experiences.
Reuse and recycle
Use existing organisms and common product patterns, rather than creating new ones.
Cohesive
Design for continuity and predictability in order to establish familiar experiences.
flexible volume
Our visual system will work across a range of needs. It will flex as a toned down, usable visual style in product and crank up to create a brand and marketing presence that will cut through the noise to generate customer awareness and desire.
structured & timeless
Sparse and clean
Founded in grid systems
Evergreen in nature
Timeless in design
Fresh in structure
Expressive via simplicity
Rules broken to create interest
Dynamic colors and shapes
Subtle but intentional texturing
Considered pacing
A little goes a long way
fresh
& fluid
Blurred, mesh gradients
Futuristic in essence
Fluid, open design
Clean type
Paced
Breathable in nature
Vibrant yet muted
Subtle depth
black
& bold
Dark backgrounds
Striking
Premium
Professional
Dramatic yet playful
Intentional pop of color
Depth through shadow
Distinctive type
THE FINAL DIRECTION
We’ve made a strategic choice to optimize the visual expression of the Money by QuickBooks product for its target audience and their expectations as well as the content and product strategy we’re bringing to life.
Create a bold, breakthrough, and ownable visual expression for Money by QuickBooks that reinforces a cohesive end-to-end customer experience. This visual language should represent the notion that this new product is from QuickBooks but doesn’t look or feel like QuickBooks as you know it.
“
Feels more modern than my original concept of QuickBooks
TAKEAWAYS
Change is always possible
“The cleanest design I have seen thus far at Intuit” — a 13-year veteran. This project was a constant uphill battle, but since we’ve shared the direction, we’ve even heard eagerness to replace the QB design system.
Good ideas come from anywhere
Though I was lucky enough to drive this project, it was a hive mind effort with feedback and ideas coming from all over the company. We built off each other’s work, and I can see the collaboration in our final direction.
Keep others on the journey with you
From our GM to BAM partners to the IDS, this project had stakeholders galore. I learned so much about communication, how to build trust, and how to keep folks feeling invested and excited. And there’s still room to grow.
NEXT STEPS
Completing the system
I’ve handed off the reigns of this project to focus on E2E experiences, but as a team we’ll continue to iron out components, type scale, and document the robust, scalable system we’ve promised.
Implementation
Though we’ve been in constant commmunication with our engineering team, we’re now in conversation to determine how to best implement this system across the Money experience.
