Personalization @Intuit Part 1 — Use Cases By Anil Madan Platform Engineering, Mayank Gupta Product Management Personalization Our mission at Intuit is to Power Prosperity Around the World for small businesses, self-employed and consumers. We want to generate more money, more time, and more confidence for 50+ million people. By leveraging our data we want to build delightful […]
Our mission at Intuit is to Power Prosperity Around the World for small businesses, self-employed and consumers. We want to generate more money, more time, and more confidence for 50+ million people. By leveraging our data we want to build delightful experiences and unlock the power of many for the prosperity of one. A key capability that powers our mission is Personalization.
In this three part series we will walk you through how we solve in QuickBooks Online (QBO) for customer delight through Personalization. In Part 1, we will look at the key user interactions where we want to create delight, in Part 2 we lay some groundwork and provide a functional overview, while in Part 3 we will share a high level overview of our platform.
Internally we are maniacal to solve for our customers, and like any experience that we build and release, we first posed the fundamental question back to our customers, how can we best create delight?
To answer this we conducted extensive D4D to understand what our customers were looking for. What attracts them to us? What features or products would they be most interested in? The exercise revealed some interesting scenarios in why users come to us.
Below we cover each of the scenarios by first identifying the problem , then create our hypothesis and finally defining how we solve them.
Problem Statement — In first scenario where the customer who just started a new business and is using QBO for the first time, some of the issues she usually runs into:
Hypothesis — By personalizing the content for an individual user, we aim to help them derive the most value out of Quickbooks, so that they can streamline their business operations; by predicting the right set of products -Payroll, payments, apps- for the users, we aim to help them grow their business.
Solution — Take a look at the prediction below on the left. It is specifically shown to users who are new to the product and who need help in learning Quickbooks, so that they can use it to streamline their business operations. In the other example on the right, we are recommending that the user connects to TSheets, so that they can start tracking time for their employees. This is specifically shown to users who have Employees or Contractors and who need help with tracking their time.
Problem Statement — Small businesses have a hard time to understanding how to use QBO “I can’t find the features I need or know how to use them. I’ve tried to find this information myself, but it’s hard to figure out even where to start. This makes me feel uncertain, worried, and confused when I call Intuit for help.”
Hypothesis — By providing proactive self-help to our users we could help them discover what they are looking faster based on their past and current behavior, browsing history and their familiarity with the product.
Solution— See the list of the articles below. The articles listed below are personalized for individual users. The articles are recommended based on the context, profile and behavior and what similar users found useful.
Problem Statement — Customers come to our HomePage to either learn more about specific Quickbooks products like Accounting, Payments, Payroll with the an intent to sign up, or they have an immediate poroblem to solve like sending a project estimate, an invoice, pay their employees or accepting payments. It is hard for them to sift through all the possible products to choose what best meets their business needs and feel confused.
Hypothesis — By recommending a service or product to the user that meets what he or she is looking for we can quickly help him/her with a seamless sign-up process and solve their immediate problem.
Solution — Based on the visitor, what channel they are coming from — Search Engine, Email, or Social channels , what their true intent is, we optimize the Quickbooks Home Page. We also predict what service or product can help grow their business. In the example below we are suggesting that the user sign up for payments to get paid faster.
Hope this gives you a good sense of some of the scenarios on how we Personalize to create customer delight for our customers. In Part 2 we will provide a functional overview of Personalization.