Intuit Enterprise Suite
As the Identity design lead for Intuit’s Mid-Market growth initiative, I drove the launch of Intuit Enterprise Suite (IES) by reimagining QuickBooks’ user management into a scalable, AI-ready identity platform. Partnering across engineering and product, my team and I delivered a unified experience for account switching, access control, and multi-entity navigation, helping mid-market customers reduce overhead and build trust in the system. This work achieved a 97.7% account-switching success rate and 81.7% user addition success, unlocking new growth opportunities for QuickBooks and laying the foundation for Intuit’s growth strategy.
Problem
Customer Problem: I am an finance manager at a mid sized construction company trying to manage my team and books across multiple subsidiaries, but I have to manually manage each account, including the people and the data just to understand how we’re doing as a business because my different QBO subs don’t work together which makes me feel like I am wasting time and scared I’m going to be surprised. Business: After two years of underperformance and growing customer dissatisfaction, Intuit made a strategic pivot. The company introduced a new approach specifically built to address the new multi-entity mid-market audience.
Hypothesis
Our mission was to support the launch of Intuit Enterprise Suite by delivering a seamless user management experience (UUM) that would work across multiple companies, leveraging existing capabilities like the account selector and role-based access control (RBAC). Our ultimate goal was to reduce onboarding friction, build trust in the system, and help customers realize value from the platform faster.
Challenges
We faced significant challenges in launching IES, including aggressive deadlines (Beta in May 2024, GA in September, and feature rollouts through December), legacy tech debt that required a risky migration from CGDS to QBDS Data Grid, and fragmented ownership of critical widgets like Realm Picker, Account Selector, and Entity Selector. Organizational complexity added to the challenge, with cross-team collaboration spanning Identity, AuthZ, IES, and multiple product teams, all while designing scalable identity patterns for a brand-new product. Our new mid-market customers struggled with unclear billing implications, navigating 100+ entities, confusion around role selection driving CARE calls, and poor discoverability of bulk actions / custom roles. To meet MVP goals quickly while laying a foundation for scale, I mapped dependencies early, ran multi-track design sprints, and drove alignment around a “Parity +1” approach—shipping baseline functionality first, then iterating for enhancement.
Design Rationale
Design decisions were driven by customer research, technical constraints, and a need for rapid delivery at scale. Testing showed that admins managing dozens of entities wanted clarity and reassurance, leading us to choose a stepped invite flow over a single-page layout, validated by 7 of 9 participants. We emphasized consistency across QuickBooks by consolidating navigation patterns into a unified Account Selector and leveraging QBDS components to accelerate development. Migrating to the Data Grid was a strategic choice, enabling future scalability and richer functionality without disrupting current workflows. This “Parity +1” mindset allowed us to deliver a polished MVP quickly, validate through metrics, and create a foundation for advanced identity solutions.
Next Steps
Looking ahead, the team plans to enhance scalability and usability by completing the Data Grid migration, expanding multi-entity support, and improving role granularity with AI-driven recommendations. Future work includes seamless cross-brand navigation, third-party app permission integration, and table performance optimized for 5,000+ users. These efforts will create a more flexible, secure platform that scales with customer growth while reducing complexity and decision fatigue.