App Marketplace
Integration

01 · Challenge

A marketplace that couldn't keep up with itself

The Intuit App Marketplace supports 5M+ users and 700+ integrations — each custom-built, each fragile. 40% of users abandoned setup. Research pointed to a confidence gap: flows felt inconsistent and too long because they genuinely were, built from scratch by separate teams each time.

The business problem ran alongside it: a 9-week rollout per new partner, a growing maintenance backlog, and no way to scale without recreating the same work. My design targeted the setup experience directly — we measured a 15% drop-off reduction within that flow post-launch.

Mailchimp integration — standardized template in production

QuickBooks integration — same template, consistent experience

02 · My Tasks

Research through QA — keeping three teams moving

I led design from research synthesis through QA and handoff. Coordinating across Platform Engineering, QuickBooks, and Mailchimp meant navigating different timelines and different definitions of done. I ran design crits, incorporated feedback fast, and kept the direction clear enough for the team to keep moving.

Beyond alignment, I secured additional research time to interview accountants and small business owners, using their input to further tighten the template and define product requirements for edge cases.

Design system pattern — now reused across all integrations

03 · Impact

A pattern that now scales

The templated widget and standardized data integration pattern I shipped are now part of the team's design system, live across QuickBooks and Mailchimp. Per-integration rollout dropped from 9 weeks to 5. Drop-off within the redesigned setup flow fell 15% post-launch.

The less visible outcome: the team went from custom-building every integration to having a standard they can reference. That's the kind of leverage that compounds.

Final shipped designs — QuickBooks and Mailchimp