eating our own dog food: what we learned as 3rd-party inside intuit

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Eating our own Dog Food: What we learned developing as 3P inside Intuit

Rajashree Pimpalkhare Director Partner Solutions, Intuit Developer Group

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We do it first So you can do it better!


Launched Last Year…

QuickBooks Accounting API Accounting Data Sync’d Auto-magically

QuickBooks Payments API Credit Card Payments Online

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Here is what we learned….


Iterative Approach to Successful Integrations

Ideate Define Build Launch Grow


Customer Benefit is the improvement in the customers life in what matters most when using the app

Gain deep customer empathy

Declare the key customer benefit

Measure the customer benefit …and build durable

competitive advantage

Find an important, unsolved customer problem

…that you can solve

well…


Customer Pain Points

•  Up to 8-10 hours per week spent manually entering transactions

•  Hours spent on ensuring accuracy and need to double check all data entered

•  Small business customers want to spend time on their business vs. their books

•  Customers want integrations to be automatic and secure

•  Many small business customers dislike managing their financials

•  Government Compliance needs accounting

•  Getting a business loan needs accounting

Time is Money Accounting can be Tedious


Accounting is Done

Automatic reconciliation between apps

Small Business Benefits in Connecting to QuickBooks

Improve Cash Flow

Get paid faster on outstanding invoices

Get Instant Insights

Better decision-making by connecting data


Components of a Successful Integration

Clear Customer Benefit

Onboarding the Right Users

Guided First-Time Use

Intuitive Ongoing Use


Integration is a Feature of your Product

•  Accuracy is critical

•  Build for scale, security and supportability

•  Resilient design for downtimes

•  End-to-end testing


Learn from Customer Feedback and Iterate Rapidly

Beta

• White glove onboarding • Direct support • 15-20 successful users

Soft Launch

• Self Serve onboarding • Controlled access • 100-200 successful users

General Availability

• App store availability • Monitor for scalability

Go-to- Market

• Marketing starts


Learn from Customer Feedback and Iterate Rapidly

Before

Today


Data, Data, Data


Data to Monitor Integration Health

Total Transactions 379,038

Active Companies

4,829 You must track both positive AND negative indicators in order to be

successful


Data to Support Growth

•  Track new connections growth weekly

•  Understand seasonality and marketing drivers

•  Keep the integration “best-in-class”

•  Monitor reasons for disconnect

•  Listen to user feedback

•  Measure NPS


670

Total Connects

Disconnects Net Connects during that week

Re-connects ~33% reconnect rate Net Connects

After first week 525

78%

443 66%

82 36%

227 34%

145 64%

•  Is this app for me? •  Specific reason for disconnect? •  What is the expected disconnect rate?

Still Disconnected

Data Assessment for Disconnects


•  Integration is a feature of your product

•  Focus on customer benefit

•  Grow with data not opinions

•  Solve for SMB and Accountants


Demo: Sync with PayPal: Follow-me-home simulation with: •  Cory Tan, Principal Experience designer, IDG •  Peter Vogel, Principal Solution Architect, IDG


Thank you!



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eating our own dog food: what we learned as 3rd-party inside intuit

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