One Intuit Account Access
The One Intuit Account Access (OIAA) was born as a single access point for customers to manage their Intuit Account data. In 2022-2023, influenced by acquisitions, OIAA evolved to include Intuit ecosystem switchers. This evolution made it the core capability of the Intuit Global Shell program under the “Better Together” initiative by C-level executives.
2021-Present
Team
Product designer
Role
E2E driver
Engagement
Intuit - Platform
Timeline
2021-Present
Team
Product designer
Role
E2E driver
Engagement
Intuit - Platform
Timeline
2021-Present
Team
Product designer
Role
E2E driver
Engagement
Intuit - Platform
Timeline
2021-Present
Team
Product designer
Role
E2E driver
Engagement
Intuit - Platform
Timeline
Customer Problem
As an Intuit customer, I need a centralized place to access my products, my businesses, and my Intuit Accounts so that I can do specific tasks. But I can’t because there is no consistent way for me to do this.
Goal
The goal of OIAA to enable seamless access and navigation across Intuit products.
Customer Problem
As an Intuit customer, I need a centralized place to access my products, my businesses, and my Intuit Accounts so that I can do specific tasks. But I can’t because there is no consistent way for me to do this.
Goal
The goal of OIAA to enable seamless access and navigation across Intuit products.
Customer Problem
As an Intuit customer, I need a centralized place to access my products, my businesses, and my Intuit Accounts so that I can do specific tasks. But I can’t because there is no consistent way for me to do this.
Goal
The goal of OIAA to enable seamless access and navigation across Intuit products.
Customer Problem
As an Intuit customer, I need a centralized place to access my products, my businesses, and my Intuit Accounts so that I can do specific tasks. But I can’t because there is no consistent way for me to do this.
Goal
The goal of OIAA to enable seamless access and navigation across Intuit products.
Business Problem
As an Intuit business, we want to deliver a consistent experience for our customers to remove confusion and reduce care calls, while ensuring we are legally compliant.
Target market
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem. TurboTax alone, which accounts for 40-50% of the company’s revenue, shows an average of 1.5 usernames per email and 3.2 usernames per phone.
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13+ shells and navigation patterns. By evolving OIAA, the One Intuit global shell program aims to target all Intuit customers.
Business Problem
As an Intuit business, we want to deliver a consistent experience for our customers to remove confusion and reduce care calls, while ensuring we are legally compliant.
Target market
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem. TurboTax alone, which accounts for 40-50% of the company’s revenue, shows an average of 1.5 usernames per email and 3.2 usernames per phone.
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13+ shells and navigation patterns. By evolving OIAA, the One Intuit global shell program aims to target all Intuit customers.
Business Problem
As an Intuit business, we want to deliver a consistent experience for our customers to remove confusion and reduce care calls, while ensuring we are legally compliant.
Target market
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem. TurboTax alone, which accounts for 40-50% of the company’s revenue, shows an average of 1.5 usernames per email and 3.2 usernames per phone.
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13+ shells and navigation patterns. By evolving OIAA, the One Intuit global shell program aims to target all Intuit customers.
Business Problem
As an Intuit business, we want to deliver a consistent experience for our customers to remove confusion and reduce care calls, while ensuring we are legally compliant.
Target market
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem. TurboTax alone, which accounts for 40-50% of the company’s revenue, shows an average of 1.5 usernames per email and 3.2 usernames per phone.
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13+ shells and navigation patterns. By evolving OIAA, the One Intuit global shell program aims to target all Intuit customers.
Team
The OIAA team consists of two scrum teams responsible for web and native platforms. My role was to drive the end-to-end product strategy as a domain owner, collaborating with cross-functional partners, scrum members, and product teams (adoption). With the latest Intuit Global Shell program that OIAA was involved in, we have also become part of the design system scrum.
Cross functional
Product strategy, E2E
Jun Kim ✋🏼 Sr. Product designer, E2E
Calvin, PM, E2E
Web, native, and adoption
Cross functional
Program manager
Content designer
Design Researcher
Data scientist
Dev lead
OIAA scrum
Web
Dev POC
Native
Dev POC
Intuit Design System
Group design manager
Principle Product designer
Dev lead
Dev POC
The OIAA team consists of two scrum teams responsible for web and native platforms. My role was to drive the end-to-end product strategy as a domain owner, collaborating with cross-functional partners, scrum members, and product teams (adoption). With the latest Intuit Global Shell program that OIAA was involved in, we have also become part of the design system scrum.
Cross functional
Product strategy, E2E
Jun Kim ✋🏼 Sr. Product designer, E2E
Calvin, PM, E2E
Web, native, and adoption
Cross functional
Program manager
Content designer
Design Researcher
Data scientist
Dev lead
OIAA scrum
Web
Dev POC
Native
Dev POC
Intuit Design System
Group design manager
Principle Product designer
Dev lead
Dev POC
The OIAA team consists of two scrum teams responsible for web and native platforms. My role was to drive the end-to-end product strategy as a domain owner, collaborating with cross-functional partners, scrum members, and product teams (adoption). With the latest Intuit Global Shell program that OIAA was involved in, we have also become part of the design system scrum.
Cross functional
Product strategy, E2E
Jun Kim ✋🏼 Sr. Product designer, E2E
Calvin, PM, E2E
Web, native, and adoption
Cross functional
Program manager
Content designer
Design Researcher
Data scientist
Dev lead
OIAA scrum
Web
Dev POC
Native
Dev POC
Intuit Design System
Group design manager
Principle Product designer
Dev lead
Dev POC
The OIAA team consists of two scrum teams responsible for web and native platforms. My role was to drive the end-to-end product strategy as a domain owner, collaborating with cross-functional partners, scrum members, and product teams (adoption). With the latest Intuit Global Shell program that OIAA was involved in, we have also become part of the design system scrum.
Cross functional
Product strategy, E2E
Jun Kim ✋🏼 Sr. Product designer, E2E
Calvin, PM, E2E
Web, native, and adoption
Cross functional
Program manager
Content designer
Design Researcher
Data scientist
Dev lead
OIAA scrum
Web
Dev POC
Native
Dev POC
Intuit Design System
Group design manager
Principle Product designer
Dev lead
Dev POC
Process
Design process is like a toolbox, and decisions on using the tools appropriately were made based on customer-centric and systems thinking.
Impact
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem. TurboTax alone, which accounts for 40-50% of the company’s revenue, shows an average of 1.5 usernames per email and 3.2 usernames per phone.
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13+ shells and navigation patterns. By evolving OIAA, the One Intuit global shell program aims to target all Intuit customers.
24M multiple product users within the Intuit ecosystem
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem.
Unifying 6 Product Shells and 13+ Mobile Shells & Navigation Patterns
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13 shells and navigation patterns. By evolving OIAA, the One Intuit Global Shell program aims to target all Intuit customers.
25% Increase in Intuit Account Manager Engagement
For in-product live testing in QuickBooks Online, we integrated the OIAA capability into the QuickBooks ecosystem and deep-linked customers to the Intuit Account manager experience. This live test resulted in a 25% increase in engagement in Quickbooks online and a contact reduction that exceeded our expectations by 10x.
24M multiple product users within the Intuit ecosystem
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem.
Unifying 6 Product Shells and 13+ Mobile Shells & Navigation Patterns
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13 shells and navigation patterns. By evolving OIAA, the One Intuit Global Shell program aims to target all Intuit customers.
25% Increase in Intuit Account Manager Engagement
For in-product live testing in QuickBooks Online, we integrated the OIAA capability into the QuickBooks ecosystem and deep-linked customers to the Intuit Account manager experience. This live test resulted in a 25% increase in engagement in Quickbooks online and a contact reduction that exceeded our expectations by 10x.
24M multiple product users within the Intuit ecosystem
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem.
Unifying 6 Product Shells and 13+ Mobile Shells & Navigation Patterns
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13 shells and navigation patterns. By evolving OIAA, the One Intuit Global Shell program aims to target all Intuit customers.
25% Increase in Intuit Account Manager Engagement
For in-product live testing in QuickBooks Online, we integrated the OIAA capability into the QuickBooks ecosystem and deep-linked customers to the Intuit Account manager experience. This live test resulted in a 25% increase in engagement in Quickbooks online and a contact reduction that exceeded our expectations by 10x.
24M multiple product users within the Intuit ecosystem
As of 2023, 24 million users (27% of all Intuit users) are using 2 or more products within the Intuit ecosystem.
Unifying 6 Product Shells and 13+ Mobile Shells & Navigation Patterns
Intuit currently has 5 individual platform-based products but uses 6 different shells. Each shell has a similar yet distinct appearance and capabilities. For mobile-native applications, there are more than 13 shells and navigation patterns. By evolving OIAA, the One Intuit Global Shell program aims to target all Intuit customers.
25% Increase in Intuit Account Manager Engagement
For in-product live testing in QuickBooks Online, we integrated the OIAA capability into the QuickBooks ecosystem and deep-linked customers to the Intuit Account manager experience. This live test resulted in a 25% increase in engagement in Quickbooks online and a contact reduction that exceeded our expectations by 10x.
Ideal state
Phase 1 of the ideal state design of the OIAA, delivered as part of the Global Shell program and built by the Design Systems team as of April 2024, has seen the dispersion of the OIAA’s three main switchers across the global shell. This design is awaiting product adoption in FY25-26. Phase 2 aims to consolidate the dispersed three switcher capabilities into a single access point and container. The design for this phase is complete, and data collection from Phase 1 will inform further iteration going forward.
Ideal state
Phase 1 of the ideal state design of the OIAA, delivered as part of the Global Shell program and built by the Design Systems team as of April 2024, has seen the dispersion of the OIAA’s three main switchers across the global shell. This design is awaiting product adoption in FY25-26. Phase 2 aims to consolidate the dispersed three switcher capabilities into a single access point and container. The design for this phase is complete, and data collection from Phase 1 will inform further iteration going forward.
Ideal state
Phase 1 of the ideal state design of the OIAA, delivered as part of the Global Shell program and built by the Design Systems team as of April 2024, has seen the dispersion of the OIAA’s three main switchers across the global shell. This design is awaiting product adoption in FY25-26. Phase 2 aims to consolidate the dispersed three switcher capabilities into a single access point and container. The design for this phase is complete, and data collection from Phase 1 will inform further iteration going forward.
Ideal state
Phase 1 of the ideal state design of the OIAA, delivered as part of the Global Shell program and built by the Design Systems team as of April 2024, has seen the dispersion of the OIAA’s three main switchers across the global shell. This design is awaiting product adoption in FY25-26. Phase 2 aims to consolidate the dispersed three switcher capabilities into a single access point and container. The design for this phase is complete, and data collection from Phase 1 will inform further iteration going forward.
Design framework
OIAA serves the space of displaying account identifier data and acting as a variety of ecosystem navigational patterns. To achieve this, it should only include features that benefit the ecosystem, excluding any product-specific features.
Design framework
OIAA serves the space of displaying account identifier data and acting as a variety of ecosystem navigational patterns. To achieve this, it should only include features that benefit the ecosystem, excluding any product-specific features.
Design framework
OIAA serves the space of displaying account identifier data and acting as a variety of ecosystem navigational patterns. To achieve this, it should only include features that benefit the ecosystem, excluding any product-specific features.
Customer Interview
OIAA serves the space of displaying account identifier data and acting as a variety of ecosystem navigational patterns. To achieve this, it should only include features that benefit the ecosystem, excluding any product-specific features.
Research
Decisions on using the design method appropriately should be based on customer-centric and systems thinking.
Discovery
Tech alignment for Identity 2.0 implementation
Product use cases
Past researches and test results
Internal audit
External audit
Storyboarding activity
Qualitative
Insight #1
What: Research participants did not use Intuit products simultaneously.
Why: Task completion is the most crucial factor in driving ecosystem navigation
Insight #2
What: SMB owners and tax/accounting professionals separate business and personal products/accounts by accessing them through distinct email addresses, tabs, or browsers.
Why: Tax/accounting professionals are concerned about the potential confusion and inefficiency of mixing their personal data with client or business data.
Voice of customers
“I use at least 4-5 accounts, we have together account and separate accounts. Some of them are working email, some of them are personal.”
- Fourbears, Small business owner
He shares accounts with wife who owns another small biz.
Discovery
Tech alignment for Identity 2.0 implementation
Product use cases
Past researches and test results
Internal audit
External audit
Storyboarding activity
Qualitative
Insight #1
What: Research participants did not use Intuit products simultaneously.
Why: Task completion is the most crucial factor in driving ecosystem navigation
Insight #2
What: SMB owners and tax/accounting professionals separate business and personal products/accounts by accessing them through distinct email addresses, tabs, or browsers.
Why: Tax/accounting professionals are concerned about the potential confusion and inefficiency of mixing their personal data with client or business data.
Voice of customers
“I use at least 4-5 accounts, we have together account and separate accounts. Some of them are working email, some of them are personal.”
- Fourbears, Small business owner
He shares accounts with wife who owns another small biz.
Discovery
Tech alignment for Identity 2.0 implementation
Product use cases
Past researches and test results
Internal audit
External audit
Storyboarding activity
Qualitative
Insight #1
What: Research participants did not use Intuit products simultaneously.
Why: Task completion is the most crucial factor in driving ecosystem navigation
Insight #2
What: SMB owners and tax/accounting professionals separate business and personal products/accounts by accessing them through distinct email addresses, tabs, or browsers.
Why: Tax/accounting professionals are concerned about the potential confusion and inefficiency of mixing their personal data with client or business data.
Voice of customers
“I use at least 4-5 accounts, we have together account and separate accounts. Some of them are working email, some of them are personal.”
- Fourbears, Small business owner
He shares accounts with wife who owns another small biz.
Discovery
Tech alignment for Identity 2.0 implementation
Product use cases
Past researches and test results
Internal audit
External audit
Storyboarding activity
Qualitative
Insight #1
What: Research participants did not use Intuit products simultaneously.
Why: Task completion is the most crucial factor in driving ecosystem navigation
Insight #2
What: SMB owners and tax/accounting professionals separate business and personal products/accounts by accessing them through distinct email addresses, tabs, or browsers.
Why: Tax/accounting professionals are concerned about the potential confusion and inefficiency of mixing their personal data with client or business data.
Voice of customers
“I use at least 4-5 accounts, we have together account and separate accounts. Some of them are working email, some of them are personal.”
- Fourbears, Small business owner
He shares accounts with wife who owns another small biz.
Quantitative testing
Through quantitative testing, we identified opportunities to enhance the accessibility and inclusivity of the OIAA access point. The existing size and color did not align with the design system’s accessibility guidelines and were outdated.
By incorporating colors with semantic tokens, we were able to increase the engagement rate by over 34%. Additionally, we were able to reduce care calls related to account management and product switching by 7%.
Quantitative testing
Through quantitative testing, we identified opportunities to enhance the accessibility and inclusivity of the OIAA access point. The existing size and color did not align with the design system’s accessibility guidelines and were outdated.
By incorporating colors with semantic tokens, we were able to increase the engagement rate by over 34%. Additionally, we were able to reduce care calls related to account management and product switching by 7%.
Quantitative testing
Through quantitative testing, we identified opportunities to enhance the accessibility and inclusivity of the OIAA access point. The existing size and color did not align with the design system’s accessibility guidelines and were outdated.
By incorporating colors with semantic tokens, we were able to increase the engagement rate by over 34%. Additionally, we were able to reduce care calls related to account management and product switching by 7%.
Quantitative testing
Through quantitative testing, we identified opportunities to enhance the accessibility and inclusivity of the OIAA access point. The existing size and color did not align with the design system’s accessibility guidelines and were outdated.
By incorporating colors with semantic tokens, we were able to increase the engagement rate by over 34%. Additionally, we were able to reduce care calls related to account management and product switching by 7%.
Adoption & implementation
Product adoption has been as crucial to OIAA as the design process itself. Through frameworks and design guidelines, we articulated the ecosystem benefits to our BU partners and collaborated with them. As a result, all five products and every iOS native app have completed OIAA adoption from zero products previously. The remaining products and apps are scheduled to adopt the version included in the global shell in FY25.
Adoption & implementation
Product adoption has been as crucial to OIAA as the design process itself. Through frameworks and design guidelines, we articulated the ecosystem benefits to our BU partners and collaborated with them. As a result, all five products and every iOS native app have completed OIAA adoption from zero products previously. The remaining products and apps are scheduled to adopt the version included in the global shell in FY25.
Adoption & implementation
Product adoption has been as crucial to OIAA as the design process itself. Through frameworks and design guidelines, we articulated the ecosystem benefits to our BU partners and collaborated with them. As a result, all five products and every iOS native app have completed OIAA adoption from zero products previously. The remaining products and apps are scheduled to adopt the version included in the global shell in FY25.
Adoption & implementation
Product adoption has been as crucial to OIAA as the design process itself. Through frameworks and design guidelines, we articulated the ecosystem benefits to our BU partners and collaborated with them. As a result, all five products and every iOS native app have completed OIAA adoption from zero products previously. The remaining products and apps are scheduled to adopt the version included in the global shell in FY25.
Takeaways
OIAA marked my initiation into the Intuit domain. It taught me the criticality of developing a scalable framework, following the design system’s approved track of work. I witnessed firsthand how even the smallest ecosystem capabilities can evolve and grow. Engaging with PMs, dev POCs, and BU partners, I pitched OIAA and navigated challenges with PMs and leaders pushing for features that deviated from the OIAA framework, always grounding my arguments in product design rationale. Reflecting on this journey, it’s remarkable how OIAA provided a consistent and precise path for a diverse range of Intuit ecosystem customers. These customers, using a variety of products including M&A products, new Intuit-branded products, existing products, mobile-native, stationary, and desktop applications, found OIAA instrumental in safeguarding their identity data and facilitating task completion. Looking ahead, as we envision OIAA as the core capability of the global shell, the journey ahead is both thrilling and humbling.
Final screens
Remember why we do this
2026
Jun Kim
Remember why we do this
2026
Jun Kim
Remember why we do this
2026
Jun Kim
Remember why we do this
2026
Jun Kim