QuickBooks FP&A · Intuit · Group Product Design Manager · 2021–202512% adoption (~120,000 businesses) in the first year
migration and new product, at the same time
4 moto launch
6 moto GA
Desktop customers wouldn't move to the cloud because it had no planning, and Online customers were planning elsewhere. This new product builds the bridge for them. Launched in four months, GA in six.
We designed for Intuit Assist from the start; FP&A was the first product to ship with it.
The signal
85%of a ~8M customer base planned in spreadsheets.
40%of Desktop customers (680K) planned regularly
8%of Online customers (408K) exported reports to plan elsewhere
Change the customer.Research moved us from young businesses (2–5 years) to steady and expanding ones (5–10+), where interest and buying power were higher.
Change the shape.From planning sliced into each SKU, to one add-on across all of them, at $85–130 a month.
Release small, often.We shipped in small, repeated releases to grow adoption.
Who it was for
Germinationidea
Convincingfirst customers
Finding footing2–5 yrs
Steady state5–10 yrs
Expansion10+ yrs
Slippingmargin
End gameexit
First hypothesisRepositioned, July 2022
Steady and expanding businesses wanted planning more, and could pay for it. The same tool served them, and the market got deeper.
Before — planning sliced into each SKU
Cashflow visibilitySimple Start · Pro
Simple budgetCashflow visibilityEssentials · Premier
