Resume
About
Transforming the onboarding experience for Experts
Serving the pool of 120K+ experts
 🙋🏻 My Team
1 Sr. Product Designer,
2 Project Managers - I collaborated with the PMs to identify gaps for the redesign, curate user stories, and build the framework supporting it.
3 Engineers - 2 Frontend and 1 Backend
📑 About
Reimagining the onboarding journey for Intuit expert portal by delivering a seemless user experience, optimising task completion, provide self service help, and ensure mobile-web responsiveness. 


⌛️ Duration
5 Months of Research
and Designing
Background
Intuit Inc. is an American multinational business software company that specializes in financial software. Serving approximately 100 million customers worldwide with TurboTax, Credit Karma, QuickBooks, and Mailchimp.


Intuit has a network of Experts, also known as Intuit Live or TurboTax Live, that connects users with a network of certified professionals, including accountants, bookkeepers, and tax experts, to provide real-time, personalized assistance. This service allows individuals and small businesses to receive expert guidance directly through Intuit's software platforms.
‍
Current challenges
Over time, expert onboarding experiences have been built to solve for different problems independently, instead of incrementally building towards a long term strategy to deliver an efficient and effective onboarding. (e.g. HR employee onboarding process, attrition, equipment shipping, rostering, training, etc)
 We have made it difficult for experts to complete their required task to enter production. 



Business gaps  -  Our disjointed, labor-intensive experiences often require hands-on help for experts to complete their tasks, resulting in significant delay and heavy operational costs.

Design gaps - Friction in the process creates confusion and a sub-optimal experience for experts. To address these challenges, there is a need to revamp the end-to-end experience and create a more intuitive journey.
46K
Total Expert
Lack a unified brand, purpose, and standards. Strong push for personalisation and unskiling opportunity.
90%
Expert needs
hands-on help
TA alone spends $2M every year for a team of 50 Customer Experience members to support 14,000 experts through the entire onboarding journey.
43%
Experts Retiring in
next 3 years
Imminent need to focus on experience for the next generation of experts (GenZ).
Objective
Reimagining experts journey to onboard them at
‍speed and scale, delivering a seemless user experience, optimising task completion, and ensure mobile-web responsiveness.
Goals
  • Streamlined onbording process and reduced timelines - Improve usability and reducing the number of steps involved in the onboarding process. This aims to improve key performance metrics such as the percentage of expert completing onboarding tasks, speeding up the task completion, and ultimately reducing the support tickets.
  • Reduce Manual Support Intervention -  Lower the number of support requests by automating and simplifying onboarding tasks.
  • Ensure Scalability and Responsiveness - Make the onboarding platform fully accessible and scalable to support its existing and future business goals.
Discover
Analysis of existing journey
This data provides a detailed breakdown of the expert onboarding journey, highlighting significant dropoff rates at various stages and identifying key areas where targeted interventions can enhance retention and readiness.
102K
Total Hired
Expert
Across Domain and Product. They receive welcome email with credential and link to portal.
76%
Access IEP on
Mobile
Majority of experts try and access the Expert portal via their mobile phone
57%
Onboarding Task completion
52,039 experts were effectively onboarded highlighting a major bottle neck in the journey.
45%
Overall
conversion
46,570 experts were effectively ready to serve out customer.
The expert onboarding journey represents several opportunities for improvement based on the significant drop-off rates observed at various stages. Out of 102579 experts hired, only 46570 are ultimately read to serve, indicating a considerable reduction throughout the process.

The most significant drop (43%) occurs between the starting and completing onboarding tasks. Simplifying tasks, providing clearer instruction, and offering additional support could help reduce this attrition rate.
Discover
Validating with our Experts
In order to understand the expert pain points and gap in the journey, I conducted a ser research can help understand the pain points and mental models of experts, allowing for a more user-centered design that reduces friction.
08
Total Experts (TTL)
1:1 indepth interviews with experts
+2 roundtable discussions
05
New hire experts
Started this season with Intuit
03
Rehire experts
Have worked atleast one season
1-15 years
Years of experience
1-5 yrs : 3 experts
5-10 yrs :  3 experts
10-15 yrs : 2-3 experts
Research Objectives

1. Understanding expert's preferences, habits, mental models, and perceptions during onboarding journey.
2. Identify key pain points and how it impacts an expert's satisfaction and efficiency.
3. Key features and expectations that can serve as strong differentiators between a new hire vs. rehire hire experts.
4. Provide actionable insights and recommendations for target state vision to enhance usability and appeal.
Takeaways
Challenges with UI Assessibility
The onboarding interface lacks clarity and user-freindliness. This hampers trusts and efficiency in the onboarding process.
90% of experts require hands-on help to complete their 5 pre-start onboarding tasks.
Lack of support & Communication
Experts feels less impowered due to lack of self-service support. This affects the morale and engagement. Experts cannot easily resolve issues on their own.
Personalisation & Scalibility
The platform is not flexible enough to handle different service types, devices, and third-party experts. Experts face a one-size-fits-all onboarding process, even when certain tasks are irrelevant to their roles.
Lack of visibility & growth
There isn't enought clarity given to the experts regarding their past performance, upskiling need, competition, raise etc.
    Impact
    Key Observations
    We were able to push the latest design into the production by mid of June, exposing our funnel to a limited 3% expert base (6,257 expert in June) ~ 182 experts. This preliminary release shows a significant jump in the task completion rate.
    78%
    Task Completion
    More than 140 experts were able to completed their onboarding task within day 1 successfully.
    47%
    Attempted using mobile
    About 85 experts attempted onboarding task on their web browser.
    16%
    Completed task on mobile
    About 29 experts were able to successfully completed their onboarding task on mobile
    Key learnings
    • Stakeholder Management: Regular design walkthrough to different product teams, getting regular feedback and ensuring everyone is aligned and infomed regarding design decision until design handoff to dev. Keeping stakeholders in the loop through email and slacks channels conversation.
    • Empathy: Not only for the archetype I am designing for but also who I am designing with. Ability to consider multiple perspective, self awareness and influence the roadmap with design decision.
    • Beyond focusing solely on enhancing end users' experiences, my role expanded to include understanding business requirements and the broader product environment. This involved embracing the complexities of both business and user-oriented facets. To effectively communicate with the tech team and make informed design choices, it was essential to grasp the nuances of the existing tech stack.
    • Designing with Future Growth in Mind: The redesign process prioritized scalability, ensuring that the product can effortlessly accommodate expansion.