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Bank Connect | Intuit
an AI flow to help users seamlessly connect their bank transactions to Intuit's Quickbooks
Team: Quickbooks Accounting Automations at Intuit
Duration: 12 weeks (Jun - Sep 2022)
Role: As a product management intern, I led a complete redesign of an automation feature for Bank Connect that helps users seamlessly connect their bank transactions to Quickbooks.
Impact:
📈 Increased overall bank connection rate by 21%
🌐 Rolled out automation across 5 global regions
😊 19/20 participants reported positive experience (up from 14/20)
Disclaimer: Due to the confidentiality agreement, I am unable the full details of my work here, but don't hesitate to reach out to me to discuss my work!
PROBLEM
As a small business owner, I struggle to connect my bank transactions to Quickbooks as I do not understand complicated accounting terms and steps.
Through user interviews & drop-off analytics, I discovered pain points in Bank Connect flow, especially for this one confusing step:
1. Two steps at once that confuse users
2. Lack of visual & contextual guidance
- Don't what the mapping step is for or how to complete it
- Unclear which accounts are selected (grey shadow is poor accessibility)
3. Complex accounting terms that small business owners don't understand ("Account type", "Detail type" and terms in the drop down options)
4. Lack of hierarchy - lots of overwhelming information & unclear CTA
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SOLUTION
Automated Account Mapping
A built-in automation feature that helps SMBs seamlessly connect their bank transactions to Quickbooks
IDEATE
Automation principles that drove our UX strategy
-> Personalize the flow
I automated the experience by breaking down steps & using progressive disclosure, while dynamically personalizing required steps for each unique user to reduce friction and cognitive load.
-> Automate repetitive tasks for speed and clarity
I identified tedious steps within Bank Connect that could be automated to enable a faster & smoother experience without sacrificing user trust.
-> Reframe complexity through user-friendly guidance
I redesigned confusing & complex accounting concepts into simplified terms, clear flows, and contextual education - making automation feel approachable and intuitive.
USER
TESTING
Key insights on designing for AI:
The first round of usability testing experienced pushback from 12/20 users who preferred the old design (without automation). I used the observations below to redesign a more transparent & user-educated AI flow:
Trust must be designed, not assumed
I learned that users don’t instinctively trust automation. They need transparency on what is being automated, consistent feedback, and opportunities for user involvement to build confidence in AI.
Users want control, not automation
Observing user behavior showed me that we need to balance AI autonomy with human oversight & user education. I designed ways for users to change & confirm what was automated.
Clarity beats complexity
I learned that sophisticated automation fails if it’s not clearly communicated. Users responded better to simple language, clear flows & guided experiences than to overly streamlined flows with speed but no explanation.
After the second round of testing, 19/20 users preferred the new AI-driven flow.
PROCESS
- 15+ User interviews
- User metrics analysis to find drop-off points
- Audit of current Bank Connect flow
- User synthesis (personas, user journey, affinity maps)
- Identified top 3 pain points resulting in drop-off for SMBs
- Project kickoff with devs & des to define goals.
- Ideate automation solution and discuss feasibility with devs
- Analyze bank & interaction data to assess data feasibility
- Design automation behavior for all use/edge cases
- Work with UI/UX designer to re-design UX of flow
- Work with accountants to map out bank data to enable automation
- 15+ user testing interviews for automation concept & usability
- Work with global PMs to bring feasibility to UK, CA, AU, FR
- Work with data to design & implement tracking requirements
- Work with devs to implement new mapping & automation
- Finalize a A/B testing plan and roll out plan
- Finalize a full PRD & presentation
RESULTS
1. Enabled automation coverage of 98% by analyzing bank data, working with developers and accountants to define all use/edge cases, and mapping the resulting automation logic.
2. Defined complete backend, design, tracking, testing requirements for the new automation feature in a full product requirement document outlining data, process and research insights, ready for full implementation
3. A new redesigned friendly user experience increasing completion rate by 43% for small business owners by collaborating with UI/UX and content designers and validating it through 20 user interviews
14/20 users were able to initially complete bank connect
With the redesigned feature, 19/20 users completed bank connect
4. A prioritized global roll out plan to UK, CA, AU, FR - outlining different phases of development, including a plan for implementing tracking & A/B testing, through working with data analysts and global PMs
5. Documentation of research & data that verifies the user problem for future team members on the project through in-depth user research documentation and product metric analysis I conducted.
LEARNINGS
&
REFLECTIONS
Trust & transparency above all (especially in Fintech & AI)
Through iterations of redesigning and testing a new user experience with users (both SMBs and accountants), I learned that what's consistently important in fintech/automation is creating a sense of transparency - about what is being automated, what is occurring and especially what is being hidden. A trustful & friendly experience is priority, even if it means automating less. User guidance & education is also key in helping users complete an automated flow. This also extends into how to best foster team collaboration, as I learned that showing up as my authentic self with my honest questions and ideas was key to building trust on my team.
Re-strategizing through information roadblocks is essential
Throughout my internship, I encountered moments where I did not have enough / the right information needed to implement, explore or build on my ideas. Especially in a large company with large databases and with products owned by multiple large teams, seeking the right information or determining whether a piece of information exists can be difficult. Learning to navigate these situations by being resourceful, creative, communicative when reaching out and reframing what I have in face of missing information was an invaluable skill I learned.
Collaboration is key
In a team with various cross-functional stakeholders, I learned that collaboration & alignment is key to success - understanding each person's goals/needs in the project, involving relevant stakeholders in decision-making & ideation, setting clear objectives, regular communication, sharing documentation that ties back to the user problem, and bring a great team spirit. I am grateful for the mentorship I gained through connecting with PMs on my team on navigating problem to solution and how to learn & grow into a great PM overall.
Move quickly with purpose
With only 12 weeks in my internship, I had to prioritize based on deadlines, goals and impact - whether I pursued a side project, a new exploration or choosing to spearhead implementation vs new designs. Learning to move with velocity and start proactively, even when I don't have all the answers or plans yet, was important in achieving both impact and fulfillment.
Special thank you to: Ying (manager), Joseph (PM manager), Justin (UI/UX designer), Viral & Sandeep (Developers), Kasey & Kelsey (Content designers), Renee & Tianpei (Data analysts), Trevor & Pauline (Accountants), Eric (PM mentor)
That's me!
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