QuickBooks
The real work started after launch.
A few months after launching the Wix × Intuit partnership, I was invited to New York to represent Wix in a joint product workshop with Intuit.
Having led the end-to-end QuickBooks experience, I worked side by side with the Intuit team to redesign the post-purchase journey based on real customer insights and shape the next phase of the partnership. What began as a product integration evolved into an ongoing cross-company collaboration, where I continued leading the UX across multiple releases, markets, and new capabilities.
The Challenge
As part of Wix's strategic partnership with Intuit, I led the UX design that brought QuickBooks - one of the world's leading accounting platforms for small businesses - into the Wix ecosystem.
The challenge extended far beyond designing a purchase flow. I needed to create a seamless experience across two independent products while hiding the complexity of multiple backend systems, subscription states, and activation flows.
The goal was to make the entire journey feel like a single, trusted product - from purchase through activation.
Launching the Partnership
I led the UX design across the entire customer journey, covering purchase, activation, and subscription management.
Working closely with cross-functional teams across both companies, I designed an experience that balanced Wix and Intuit design systems while keeping technical complexity invisible to users.
Following launch, we monitored analytics, interviewed customers, and gathered qualitative feedback to understand how the experience performed in the real world.
Learning from Reality
While the purchase experience performed well, research uncovered a different challenge: users often didn't know what was happening after purchase.
Because activation depended on multiple systems across Wix and QuickBooks, it was often unclear whether users needed to take action or simply wait.
To solve this, I joined Intuit in New York for a joint product workshop, where we redesigned the post-purchase experience around a dedicated subscription management page - a single source of truth for activation, subscription status, upgrades, and ongoing account management. The workshop also defined the roadmap for the next phase of the partnership.
Business Outcome
What began as a single integration evolved into a long-term product partnership.
Following the workshop, I continued leading the UX across major initiatives, including the UK launch, subscription upgrades and downgrades, QuickBooks Payroll, and a redesigned purchase flow featuring new AI capabilities.