Rethink shopping
(QuickBooks 1099 tax filing)
Data-informed design that increased awareness and adoption, driving significant revenue growth.
COMPANY
Intuit
ROLE
Lead Designer/Researcher
Duration
4 months
Context
A 1099 is a tax form used in the United States to report income received from sources other than a regular salary.
QuickBooks received $30M in revenue from 1099 filings in the prior year, and considers automated filing to be the main contributor.
Problem
Through a survey, we found that the top reasons customers choose not to file 1099 through QuickBooks are price (21%) and lack of awareness (18%).
60% of respondents were not even aware of automated 1099.
My approach to increase awareness
A new landing page
Auto offering highlighted in header
Social proof added to increase confidence
Visual signals automation and smart insights
A new shopping page
Demystify the process
Show the filing steps and highlight key product moments.Clean up the page
Modernize the visuals and make content easier to scan.Strengthen the CTAs
Lead with automated filing and create more conversion opportunities.
User interview findings
Lack of awareness
Challenging navigation
Challenging navigation
Prior QuickBooks navigation
1099 is a level 2 item
Can be accessed from both Taxes and Expenses
New QuickBooks navigation
1099 is a level 3 item
Can only be accessed from Expenses
Iteration
Combined landing and shopping pages, reducing clicks with tab-based navigation.
Turned the automated filing “black box” into a clear, step-by-step journey, using microinteractions to make each step easier to understand.
Impact
0.0×
0.0×
Automated 1099 adoption is accelerating revenue growth
(Auto starts at $17.99 vs Manual starts at $5.99)
0m
0m
revenue vs. previously forecasted 32m
