Positioning directions for Intuit's business products

Intuit is reintroducing itself, from a portfolio of famous product brands (QuickBooks, TurboTax, Credit Karma, Mailchimp) to one platform led by Intuit Intelligence, its AI-plus-expert offering. Working within JKR's team on the Intuit.com transformation, we were brought in as content strategists to develop strategic directions for the redesign, with a focus on two newer business products: Intuit Accountant Suite (IAS), for running accounting firms, and Intuit Enterprise Suite (IES), an ERP for finance teams at mid-size and larger companies.

IAS had the trickier brief: it competes with several different kinds of practice software, and many accountants had grown wary of Intuit after it began offering its own tax experts, in effect competing with its own customers. For each product, we conceived strategic directions, made the case to JKR's designers for why they were valid and worth pursuing, and then worked alongside them as they built visual directions from each one. In parallel, we wrote site copy and story flows for Intuit.com: the path a visitor takes from "I'm here to run and grow my business" or "manage my money" through to proof and a next step.

We presented the directions to Intuit alongside JKR's design team, laying out why each was worth pursuing and how it could be carried through. The redesigned Intuit.com now leads with Intuit Intelligence and tells one platform story across all four cornerstone brands, with IAS and IES presented inside that same frame.