Intuit

Intuit Expert onboarding funnel.

How I designed a 0-1 onboarding funnel that took expert readiness from 68% to 99% across 40,000 experts in a single tax season.

Impact and what I shipped

Expert readiness

68% → 99%

Readiness conversion across a pipeline of 40,000 experts in a single tax season

Tracking

5 → 1

Disconnected systems consolidated into one unified funnel — 40,000 candidates tracked for the first time

Work reduction

100%

Manual data reconciliation eliminated across Quickbase, ALM, Google Sheets, and team meeting relays

Holistic platform

2+ hrs

Of mid-season downtime removed — the single point of failure that took 50 CX managers offline

The problem space

Every tax season, Intuit needs 40,000 experts to serve its customers. Expert onboarding was broken, disconnected, and only reached 68% of hiring goals with enormous amounts of manual work.

Intuit had already lost 27-37% of its expert workforce in a single season, with no reliable data on where in the lifecycle they were dropping off or why. Attrition was being tracked through personal emails, manual Quickbase entries, and verbal reports, making it nearly impossible to intervene before it was too late.

Data lived across five disconnected systems with no API integration and no single team owned the end-to-end process. ICIMS and EH 2.0 held hiring data not connected to onboarding. Quickbase had no enterprise support and was a single point of failure. ALM and Workday held onboarding data siloed from hiring. Google Sheets tracked headcount manually. No single owner existed for the end-to-end process.

Previous experience

The fragmented current state: five systems, no integration, manual data transfer at every step

Candidate information is collected from EH 2.0 by copying the ALM files and creating a clone and then moving that information into a Quickbase

EH 2.0 candidate record edit screen in Quickbase — CX team manually copies candidate data from EH 2.0

Copied and cloned manually

Quickbase Expert Hiring admin dashboard with candidate reports and charts — CX and SD managers view all expert data in Quickbase

Stacked Excel and Google Sheets spreadsheets manually tracking hiring wave headcount — Managers manually input hiring wave data into spreadsheets

Relayed verbally over team meetings

Outlook calendar invite for the recurring HOP Call with the full stakeholder list — Data shared with demand supply planners over recurring team meetings

Going broad and going narrow

Mapping the full problem and opportunity space before defining the solution

The initial brief centered on two connected problems: Intuit had already lost 27-37% of its expert workforce in a single season with no reliable data on where in the lifecycle they were dropping off or why. Rather than jumping straight to solutions I mapped out the full problem and opportunity space first, identifying every area where the expert lifecycle could be breaking down, from hiring data fragmentation to scheduling visibility to attrition tracking.

The goal was to go as wide as possible before narrowing, so we weren't solving for the loudest complaint while missing the actual root cause.

Discovery, problems and opportunities

Narrowing in on high impact

Where I focused and why

Opportunity spaces

Attrition prevention

27-37% of experts lost per season with no visibility into why. Real-time tracking creates the ability to intervene before drop-off

Scheduling visibility

40,000 expert schedules with no aggregate view. A single hours dashboard eliminates manual calendar reviews and surfaces gaps instantly

Data accuracy

EH 2.0 and Quickbase perpetually out of sync. A single source of truth with 15-minute refresh turns reactive decisions into proactive ones

End-to-end ownership

Five systems across five teams with no single owner. One platform creates accountability and a clear operational backbone for the first time

Conversion uplift

32% gap between hired and ready-to-serve experts. Closing it directly unlocks seasonal capacity goals

Solutions

Annotated onboarding funnel dashboard highlighting milestone tracking, the hover breakdown tooltip, and auto-updating stat cards

123

End-to-end milestone tracking broken down by hiring wave and start date. Each column represents a milestone: verbal offer, hired, shipping confirmed, scheduled, assigned manager, ready to train, training completed, ready to serve. Previously this lived across five systems reconciled manually in Google Sheets after team meetings. Now every wave and every milestone is visible in one place, updated in real time.

Hovering over any milestone cell reveals a real-time breakdown of exactly where experts are stalling within that stage. Forms, Profile, and i9 completion rates are shown instantly, with incomplete counts flagged in red. Previously operators had no visibility into which specific task was blocking an expert, they only knew something was wrong after it was too late to intervene. This turned a black box into an actionable drill-down.

Previously these numbers had to be manually pulled from Quickbase and were always stale by the time they reached operators. Now updated automatically, giving managers an at-a-glance read on network health against seasonal capacity goals.

Parity views

Onboarding funnel dashboard shown in a MacBook Air mockup

Onboarding funnel dashboard shown in an iPhone mockup

Vision and design principles

As wireframing began, three principles kept surfacing organically across every design decision, not defined upfront but emerging from the work itself. Transparent meant every operator should see the full network picture, not just their slice, which showed up in cross-wave funnel views and network-wide milestone tracking. Actionable meant data alone wasn't enough, every view needed to point operators toward what to do next, surfacing which experts were stalling and where to intervene before attrition happened.

Personalized meant the system had to flex between a network-level M2 manager and an intraday operator, with filterable views by wave, role, segment, and hire type so every manager saw exactly what was relevant to their scope. Those three principles became the north star for everything that followed: "Every expert who commits to Intuit feels seen, supported, and set up to succeed, and every manager has the clarity to make that happen."

Transparent

Personalized

Actionable