In-product Discovery - Intuit Assist for Experts
Overview
As Lead Content Designer, I partnered with 2 Product Managers, 1 Principal Product Designer, and 1 Researcher to develop a feature onboarding framework aimed at increasing Intuit Assist's activation rate and product stickiness for experts. Despite launching Intuit Assist Q&A on IEP (September) and on Salesforce (March), a portion of experts had not activated the tool. We needed to create an engaging, low-friction discovery experience to boost adoption and ensure users understood the value of Intuit Assist in their workflow.
My Role & Approach
I led the content design and strategy for in-product discovery, crafting a tiered framework that aligned feature announcements with expert engagement patterns:
Major Feature Announcements: Interactive modals with short animations to introduce new capabilities.
Feature Reminders: Proactive notifications nudging experts to engage without disrupting their workflow.
Minor Feature Updates: Contextual tooltips delivering relevant information at the right moment to encourage seamless discovery.
I also developed the core design principles guiding these experiences:
Capture attention strategically → Use full-screen modals for major launches, subtle nudges for reminders, and in-context tooltips for minor updates.
Illustrate how it works → Show the tool in action through concise, visually engaging explanations.
Clarify complexity → Break down intricate features into simple, digestible content.
Encourage action → Provide clear next steps that incentivize immediate engagement.
Additionally, I delegated the in-product content to Writer, an AI-powered writing assistant, to encourage the designer to get familiar with new tools while still ensuring alignment with Intuit's voice and tone. This allowed for a more efficient workflow while maintaining consistency in messaging.
Outcome
While I left Intuit before implementation, my principles and content framework set the foundation for a structured, user-centered approach to feature discovery—ensuring that experts receive the right information, in the right place, at the right time to drive adoption.
(This slideshow outlines the problem, proposed solutions, and the content principles guiding the in-product discovery experience.)