THINGS: Project Dynamite – Sample Site

Oh, what a tangled web they wove.

As QuickBooks had rapidly expanded their products and service tiers, the added product SKUs were tacked onto QuickBooks.com. As a result, the user experience had become increasingly convoluted, to the point where many users were unable to find and differentiate between products. Accountants were often purchasing the wrong product — subscribing to products meant for their advisory clients (B2C) rather than for them (B2B). Intuit brand managers recognized the problem and knew quick-fixes weren’t going to solve the underlying issue. It was going to take something much more drastic.

"Just blow it all up."

After several suggestions from Intuit to explode the entire web experience and rebuild it from the ground up, the effort was affectionately code-named “Project Dynamite.” Through rigorous usability testing and interviews, we discovered that much of the existing content was still worth salvaging. Rather, the pressing need was to show how each SKU fit into a broader QuickBooks ecosystem. One interview quote really summed up the goal of our effort: “How is Intuit making my life easier? Show me how it all connects.”

Boom went the dynamite.

After all the dust settled, we had created a flexible web template that could manage a large array of product types while still allowing for individualized branding. Improved feature and benefit information blocks allowed Intuit to speak to more than just price points, and subtle styling choices drastically helped differentiate B2B and B2C products. We also built a centralized hub to house all training resources — along with an easy-to-use navigation system to accommodate the entire life cycle of QuickBooks accountants (prospect, beginner, intermediate, expert).

0 1.6 MM
unique QuickBooks.com site visitors last year
0 31 %
increase in customer web traffic across the site
0 22.4 %
reduction in visitor bounce rate

Soon after the launch of our redesigned site, surveyed accountants began reporting significantly greater satisfaction in product knowledge and site usability. Intuit was particularly encouraged that Project Dynamite yielded giant increases in traffic to Product and Training pages (128% and 109% growth, respectively). Moreover, Intuit called our work "the bomb." Enough said.

No CPA needed to see these bad numbers.

For over two decades, QuickBooks had offered an optional benefit program called ProAdvisor. It was built as a loyalty program that rewarded accountants for things they probably already did for their business anyway (enrolling new clients, completing training courses, etc.). In principle, the program was great: Sign-up was easy, rewards were meaningful and the redesigned point-earning structure was straightforward. The only problem? Nobody signed up for it.

Don’t talk to them like, well, accountants.

Through numerous interviews with QuickBooks users, we heard the same request: Talk to us like people. We discovered that recent communication from ProAdvisor had relied heavily on wonky lecturing, sterile messaging and even professional stereotypes. To convince users to return to ProAdvisor, we needed to do something that would seriously subvert their expectations. And as the big QuickBooks annual conference approached, we knew it was our chance to make it clear that this wasn't the ProAdvisor these accountants had come to know and ignore.

ProAdvisor Proverb #18: The pursuit of order is its own reward.

To reposition ProAdvisor enrollment as a badge of honor for QuickBooks users, we inducted members into our secret order of accounting masters: The Society of ProAdvisory. Cryptic campaign messaging was displayed through dashboard cards within QuickBooks, and social media influencers received premium brand kits to help spread the word. To bolster the aura of mystery and intrigue, we developed an Illuminati-inspired visual identity and accountant-themed wisdom (“ProAdvisor Proverbs”) for a themed microsite. During the QBConnect conference, we created a secret lounge just for Society members, filled with exclusive giveaways, accountant-themed drinks and, most importantly, a clear sense that the ProAdvisor had achieved a higher order of accounting enlightenment.

0 1200 %
increase in accountant engagement with ProAdvisor program
0 6 +
hours of voluntary testimonial video footage captured
0 3 :17
duration (in minutes) of average visits to the microsite

We knew we’d hit the mark when hundreds of social media shoutouts started rolling in from conference attendees who couldn’t help but show their ProAdvisor pride.

Being a member of the #QuickBooks Society of ProAdvisory can be pretty badass! #QBConnect2019 #ProAdvisor MEREDITH S., CPA (ATTENDED EVENT)

In all, how successful were we? Well, ProAdvisor Proverb #61 says, "Balance every success with equal celebration." And we had a BIG celebration.

No CPA needed to see these bad numbers.

For over two decades, QuickBooks had offered an optional benefit program called ProAdvisor. It was built as a loyalty program that rewarded accountants for things they probably already did for their business anyway (enrolling new clients, completing training courses, etc.). In principle, the program was great: Sign-up was easy, rewards were meaningful and the redesigned point-earning structure was straightforward. The only problem? Nobody signed up for it.

Don’t talk to them like, well, accountants.

Through numerous interviews with QuickBooks users, we heard the same request: Talk to us like people. We discovered that recent communication from ProAdvisor had relied heavily on wonky lecturing, sterile messaging and even professional stereotypes. To convince users to return to ProAdvisor, we needed to do something that would seriously subvert their expectations. And as the big QuickBooks annual conference approached, we knew it was our chance to make it clear that this wasn't the ProAdvisor these accountants had come to know and ignore.

ProAdvisor Proverb #18: The pursuit of order is its own reward.

To reposition ProAdvisor enrollment as a badge of honor for QuickBooks users, we inducted members into our secret order of accounting masters: The Society of ProAdvisory. Cryptic campaign messaging was displayed through dashboard cards within QuickBooks, and social media influencers received premium brand kits to help spread the word. To bolster the aura of mystery and intrigue, we developed an Illuminati-inspired visual identity and accountant-themed wisdom (“ProAdvisor Proverbs”) for a themed microsite. During the QBConnect conference, we created a secret lounge just for Society members, filled with exclusive giveaways, accountant-themed drinks and, most importantly, a clear sense that the ProAdvisor had achieved a higher order of accounting enlightenment.

0 1200 %
increase in accountant engagement with ProAdvisor program
0 6 +
hours of voluntary testimonial video footage captured
0 3 :17
duration (in minutes) of average visits to the microsite

We knew we’d hit the mark when hundreds of social media shoutouts started rolling in from conference attendees who couldn’t help but show their ProAdvisor pride.

Being a member of the #QuickBooks Society of ProAdvisory can be pretty badass! #QBConnect2019 #ProAdvisor MEREDITH S., CPA (ATTENDED EVENT)

In all, how successful were we? Well, ProAdvisor Proverb #61 says, "Balance every success with equal celebration." And we had a BIG celebration.

Oh, what a tangled web they wove.

As QuickBooks had rapidly expanded their products and service tiers, the added product SKUs were tacked onto QuickBooks.com. As a result, the user experience had become increasingly convoluted, to the point where many users were unable to find and differentiate between products. Accountants were often purchasing the wrong product — subscribing to products meant for their advisory clients (B2C) rather than for them (B2B). Intuit brand managers recognized the problem and knew quick-fixes weren’t going to solve the underlying issue. It was going to take something much more drastic.

"Just blow it all up."

After several suggestions from Intuit to explode the entire web experience and rebuild it from the ground up, the effort was affectionately code-named “Project Dynamite.” Through rigorous usability testing and interviews, we discovered that much of the existing content was still worth salvaging. Rather, the pressing need was to show how each SKU fit into a broader QuickBooks ecosystem. One interview quote really summed up the goal of our effort: “How is Intuit making my life easier? Show me how it all connects.”

Boom went the dynamite.

After all the dust settled, we had created a flexible web template that could manage a large array of product types while still allowing for individualized branding. Improved feature and benefit information blocks allowed Intuit to speak to more than just price points, and subtle styling choices drastically helped differentiate B2B and B2C products. We also built a centralized hub to house all training resources — along with an easy-to-use navigation system to accommodate the entire life cycle of QuickBooks accountants (prospect, beginner, intermediate, expert).

0 1.6 MM
unique QuickBooks.com site visitors last year
0 31 %
increase in customer web traffic across the site
0 22.4 %
reduction in visitor bounce rate

Soon after the launch of our redesigned site, surveyed accountants began reporting significantly greater satisfaction in product knowledge and site usability. Intuit was particularly encouraged that Project Dynamite yielded giant increases in traffic to Product and Training pages (128% and 109% growth, respectively). Moreover, Intuit called our work "the bomb." Enough said.

No CPA needed to see these bad numbers.

For over two decades, QuickBooks had offered an optional benefit program called ProAdvisor. It was built as a loyalty program that rewarded accountants for things they probably already did for their business anyway (enrolling new clients, completing training courses, etc.). In principle, the program was great: Sign-up was easy, rewards were meaningful and the redesigned point-earning structure was straightforward. The only problem? Nobody signed up for it.

Don’t talk to them like, well, accountants.

Through numerous interviews with QuickBooks users, we heard the same request: Talk to us like people. We discovered that recent communication from ProAdvisor had relied heavily on wonky lecturing, sterile messaging and even professional stereotypes. To convince users to return to ProAdvisor, we needed to do something that would seriously subvert their expectations. And as the big QuickBooks annual conference approached, we knew it was our chance to make it clear that this wasn't the ProAdvisor these accountants had come to know and ignore.

ProAdvisor Proverb #18: The pursuit of order is its own reward.

To reposition ProAdvisor enrollment as a badge of honor for QuickBooks users, we inducted members into our secret order of accounting masters: The Society of ProAdvisory. Cryptic campaign messaging was displayed through dashboard cards within QuickBooks, and social media influencers received premium brand kits to help spread the word. To bolster the aura of mystery and intrigue, we developed an Illuminati-inspired visual identity and accountant-themed wisdom (“ProAdvisor Proverbs”) for a themed microsite. During the QBConnect conference, we created a secret lounge just for Society members, filled with exclusive giveaways, accountant-themed drinks and, most importantly, a clear sense that the ProAdvisor had achieved a higher order of accounting enlightenment.

0 1200 %
increase in accountant engagement with ProAdvisor program
0 6 +
hours of voluntary testimonial video footage captured
0 3 :17
duration (in minutes) of average visits to the microsite

We knew we’d hit the mark when hundreds of social media shoutouts started rolling in from conference attendees who couldn’t help but show their ProAdvisor pride.

Being a member of the #QuickBooks Society of ProAdvisory can be pretty badass! #QBConnect2019 #ProAdvisor MEREDITH S., CPA (ATTENDED EVENT)

In all, how successful were we? Well, ProAdvisor Proverb #61 says, "Balance every success with equal celebration." And we had a BIG celebration.

Oh, what a tangled web they wove.

As QuickBooks had rapidly expanded their products and service tiers, the added product SKUs were tacked onto QuickBooks.com. As a result, the user experience had become increasingly convoluted, to the point where many users were unable to find and differentiate between products. Accountants were often purchasing the wrong product — subscribing to products meant for their advisory clients (B2C) rather than for them (B2B). Intuit brand managers recognized the problem and knew quick-fixes weren’t going to solve the underlying issue. It was going to take something much more drastic.

"Just blow it all up."

After several suggestions from Intuit to explode the entire web experience and rebuild it from the ground up, the effort was affectionately code-named “Project Dynamite.” Through rigorous usability testing and interviews, we discovered that much of the existing content was still worth salvaging. Rather, the pressing need was to show how each SKU fit into a broader QuickBooks ecosystem. One interview quote really summed up the goal of our effort: “How is Intuit making my life easier? Show me how it all connects.”

Boom went the dynamite.

After all the dust settled, we had created a flexible web template that could manage a large array of product types while still allowing for individualized branding. Improved feature and benefit information blocks allowed Intuit to speak to more than just price points, and subtle styling choices drastically helped differentiate B2B and B2C products. We also built a centralized hub to house all training resources — along with an easy-to-use navigation system to accommodate the entire life cycle of QuickBooks accountants (prospect, beginner, intermediate, expert).

0 1.6 MM
unique QuickBooks.com site visitors last year
0 31 %
increase in customer web traffic across the site
0 22.4 %
reduction in visitor bounce rate

Soon after the launch of our redesigned site, surveyed accountants began reporting significantly greater satisfaction in product knowledge and site usability. Intuit was particularly encouraged that Project Dynamite yielded giant increases in traffic to Product and Training pages (128% and 109% growth, respectively). Moreover, Intuit called our work "the bomb." Enough said.

Show accountants that they're valued and appreciated by asking a simple question: ​Who's more accountable than accountants?

0 122 %
overall impression goal served
0 25 MM
impressions
0 20 K
conversions from paid media placements