End-to-end service design for the complete QuickBooks billing and subscription customer experience
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Billing-related support contacts represented 20% of all customer inquiries — millions annually across Intuit's ecosystem. The root causes were systemic and dispersed throughout the customer journey; support-only solutions proved unscalable. No one in the company had a real holistic view about how billing and subscription worked.
Established a temporary cross-functional service design team treating subscription and billing as both product and service. Research phase with on-site observations and workplace visits. Created relationship architecture mapping customer stages against company responsibilities. Developed guiding principles for transparency and simplicity. Led service blueprinting workshops generating end-to-end, surface-to-core visualizations — first of their kind at Intuit.
Shared visibility enabled teams to understand their downstream impact and upstream dependencies, catalyzing positive organizational change. Key insight: no one in the company had a real holistic view about how billing and subscription worked — until service blueprinting made it visible.