Designing the customer decision moments that scaled premium adoption, ARPU growth, and AI-powered ecosystem expansion at QuickBooks Online.
As QuickBooks expanded into a broader business platform, Intuit's strategic focus shifted toward moving upmarket, increasing ARPU, expanding ecosystem adoption, and integrating AI and expert-driven services into core customer experiences.
My work focused on simplifying those decisions while supporting measurable business growth.
Several experimentation initiatives progressed into production launches and informed future monetization strategy across QuickBooks.com.
Helping customers confidently move into premium offerings.
Equal weight · no clear premium signal · no upsell pathway
Elevated Advanced + contextual Plus→Advanced upsell + social proof
As Intuit accelerated its upmarket strategy, QuickBooks needed to better communicate the value of premium offerings without negatively impacting signup performance or ecosystem revenue health.
Redesigned premium-plan merchandising and upgrade pathways to make Advanced feel more differentiated, trusted, and operationally valuable.
Introducing human-assisted services into a self-serve pricing journey.
Breaks purchase flow, risk increasing dropoff
A big decision that complicates the purchase flow, increasing dropoff
This one worked since it's an easy decision at checkout
QuickBooks wanted to introduce human-assisted bookkeeping services directly into the pricing and signup experience — increasing awareness and attach behavior without disrupting core self-serve conversion or ecosystem revenue health.
Integrated expert-service merchandising directly into pricing and plan-selection experiences at key customer decision moments.
Introducing Intuit Intelligence without overwhelming the pricing experience.
Customers describe their business or drop in their website, and Intuit Intelligence gathers the context — industry, size, team — instead of asking them to decode SKUs.
It maps that context to one concrete plan — the right accounting and payroll features, priced for them — so the decision becomes "is this right?" rather than "which of these SKUs?".
Follow-up questions are answered inline with real product views — so the AI reads as part of the plan's value, not a separate platform bolted on above pricing.
Many of these initiatives were developed through iterative experimentation across QuickBooks.com. Rather than optimizing isolated screens, the work focused on understanding how pricing structure, messaging hierarchy, AI positioning, ecosystem packaging, service visibility, and upgrade framing influenced conversion, SKU mix, premium adoption, attach behavior, ARPU growth, and long-term revenue performance.
First-step evolution of the pricing system that set the structural foundation.
Updated plan packaging and merchandising to support broader ecosystem strategy.
De-risked the AI + expert framing ahead of the SuperNova production launch.
Live pricing experience supporting AI capabilities and expert-service integration at scale.
By designing customer decision-making moments tightly connected to business outcomes, I helped support QuickBooks' broader transition toward upmarket growth and higher-value customer adoption.