{"id":13699,"date":"2016-04-19T21:18:33","date_gmt":"2016-04-20T05:18:33","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=13699"},"modified":"2026-02-25T12:30:55","modified_gmt":"2026-02-25T20:30:55","slug":"consumer-grade-ux-in-the-enterprise-2-quick-case-studies","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/consumer-grade-ux-in-the-enterprise-2-quick-case-studies\/","title":{"rendered":"Consumer-Grade UX in the Enterprise: 2 Quick Case Studies"},"content":{"rendered":"<p>As slick consumer UX becomes the norm, end-user expectations will only increase.<\/p>\n<p>Enterprise products today need to be just as intuitive and fast as their consumer counterparts.<\/p>\n<p>To see the success of consumer-inspired UX principles, you need to look no farther than modern enterprise products like <a href=\"http:\/\/slack.com\" target=\"_blank\" rel=\"noopener noreferrer\">Slack<\/a>, <a href=\"http:\/\/bluejeans.com\" target=\"_blank\" rel=\"noopener noreferrer\">Blue Jeans<\/a>, <a href=\"http:\/\/intercom.io\" target=\"_blank\" rel=\"noopener noreferrer\">Intercom<\/a>, and others.<\/p>\n<p>As I explained in the 47-page free guide <a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Future of Enterprise UX<\/a>, today&#8217;s successful enterprise products require:<\/p>\n<ul>\n<li>Compelling first-use experience<\/li>\n<li>Simplified navigation and interface overhead<\/li>\n<li>A feeling of satisfaction upon task completion<\/li>\n<li>Sufficient end-user customization<\/li>\n<li>Useful offline mode<\/li>\n<li>Lightning-fast performance<\/li>\n<\/ul>\n<p>But how does that actually play out in the real world?<\/p>\n<p><span style=\"font-weight: 400;\">In this post, I\u2019ll dive deeper into the decisions behind redesigns at Intuit and Asana (where I currently serve as the Head of Design). For each project, I\u2019ll quickly explain the following areas: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Goals<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Problems<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Challenges<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Key insights<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Business Results<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let\u2019s get started!<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">1. Quickbooks Redesign<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Goals<\/span>: <\/span><\/h3>\n<p>Our goal was to optimize for new users, enable the ability to <a href=\"https:\/\/www.coupler.io\/sources\/quickbooks-connector\">sync data from QuickBooks<\/a>, make the product usable on tablet devices, and modernize the application so that it looked consistent across devices and within the application.<\/p>\n<p><span style=\"font-weight: 400;\">We wanted to <\/span><span style=\"font-weight: 400;\">simplify the user experience while making the product viable for desktop users who had access to more power features.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Problems to solve<\/span>:<\/span><\/h3>\n<p><a href=\"http:\/\/quickbooks.intuit.com\/online\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">QuickBooks Online<\/span><\/a><span style=\"font-weight: 400;\"> existed for over 10 years. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Initially ahead of its time, the product became antiquated and complex as new competitive threats increased. As the product approached the 250k user mark, we realized we needed to rebuild the product UI from scratch in order to scale for future growth. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In August of 2013, I was given the opportunity to partner with the developer and product lead to redesign QuickBooks online end-to-end. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Design challenges<\/span>:<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The original QuickBooks Online tool was burdened by \u00a0over 70 tabs in the navigation. This was overwhelming to users and made the product harder to understand. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13701\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image10-2-1024x698.png\" alt=\"image10\" width=\"660\" height=\"450\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image10-2-1024x698.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image10-2-440x300.png 440w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image10-2-768x523.png 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image10-2.png 1086w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><em><a href=\"http:\/\/quickbooks.intuit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Quickbooks<\/span><\/a><span style=\"font-weight: 400;\"> before redesign. <\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">For the redesign, we needed to create a more <\/span><a href=\"http:\/\/alistapart.com\/article\/object-oriented-ux\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">object-oriented user experience<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Users had access to 7 key tabs of functionality, but actions didn\u2019t have a physical location. If you wanted to create an invoice for example, you could do that from the customer tab, or anywhere else in the application. By creating workflows as objects, we were able to flatten the product experience and help the user focus on their chosen task.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Key decisions\/insights<\/span>:<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Creating a great product experience isn\u2019t about getting everything perfect. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Focus on the 3-4 areas in the product that must be outstanding and hold those to a very high bar with your design team. Make sure those experiences exceed customers expectations. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">We started with a focused set of design principles: <\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Be simple, easy to use, and guiding.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Design for the customer and instill confidence.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Establish modern and iconic ownable moments.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Celebrate data while respecting user and device context.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We then defined a new design language (I\u2019ve included a few elements below). <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13708\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/9924270_orig-1.png\" alt=\"9924270_orig-1\" width=\"983\" height=\"607\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/9924270_orig-1.png 1100w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/9924270_orig-1-486x300.png 486w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/9924270_orig-1-768x474.png 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/9924270_orig-1-1024x632.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/9924270_orig-1-290x180.png 290w\" sizes=\"auto, (max-width: 983px) 100vw, 983px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">Navigational elements of Quickbooks Design Language. <\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">With the QuickBooks redesign, we actually didn\u2019t rework the entire application for launch. The most important pages were redesigned, while lesser used functionality on older pages were iframed into the new UI. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13703\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image07-3-1024x864.png\" alt=\"image07\" width=\"660\" height=\"557\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image07-3.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image07-3-356x300.png 356w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image07-3-768x648.png 768w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><em><a href=\"http:\/\/quickbooks.intuit.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Quickbooks<\/span><\/a><span style=\"font-weight: 400;\">\u00a0after redesign.<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">In doing so, we launched faster without disappointing customers.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Outcomes<\/span>:<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">QuickBooks went from ~250k users to over 700k in one year.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Significant increase in conversion to paid users in the US and globally.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">23% increase in first visit task completion. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Net promotor increase of 9 points.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">33% increase in users adding on other paid services to Quickbooks (like payments).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Decrease in support call volume.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">2. Asana Redesign<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Goals<\/span>: <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Maximize clarity for new users &amp; improve NPS for existing users. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Problems to solve<\/span>: <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The designers redesigned both the web and mobile apps, reworking the page structure and layout to better communicate the mental model of the product. In <a href=\"http:\/\/www.asana.com\" target=\"_blank\" rel=\"noopener noreferrer\">Asana<\/a>, users create projects, which are made up of tasks, which have conversations tied to them.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13705\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02-1024x584.jpg\" alt=\"image02\" width=\"660\" height=\"376\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02-1024x584.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02-526x300.jpg 526w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02-768x438.jpg 768w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image02.jpg 1805w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><em>Asana before redesign.\u00a0<\/em><\/p>\n<p><span style=\"font-weight: 400;\">They clarified this structure through simplified navigation, a unified set of components across the product, and made collaboration tools more prominent.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Design challenges<\/span>: <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Early on in the design process, we realized that making decisions was difficult. We knew we needed to redesign the product, but then realized a larger issue was at play. We needed to take a step back and define our brand first.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We then began our rebrand work so that we could clearly articulate our visual motif and give designers the framework needed to make choices. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13704\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image14-2-1024x1004.png\" alt=\"image14\" width=\"660\" height=\"647\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image14-2.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image14-2-306x300.png 306w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image14-2-768x753.png 768w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><em><span style=\"font-weight: 400;\">New <\/span><a href=\"https:\/\/asana.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Asana<\/span><\/a><span style=\"font-weight: 400;\"> branding. <\/span><\/em><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Key decisions\/insights<\/span>: <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">One key learning for us was that a rebrand is more than a user-facing project, it\u2019s an exercise in cultural transformation for your company. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s critical that everyone at the company internalize the revised brand so that we reflect a unified vision in everything we build. That meant that we needed to provide a lot of internal feedback loops and socialize decisions. We brought the design team together physically so that we could get natural collaboration \u00a0between marketing, brand, web, and mobile teams.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13700\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-1024x576.gif\" alt=\"image01\" width=\"660\" height=\"371\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-1024x576.gif 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-533x300.gif 533w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/image01-768x432.gif 768w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><em>Asana after redesign.\u00a0<\/em><\/p>\n<p><span style=\"font-weight: 400;\">Another key decision with the redesign was to launch the UI improvements incrementally and separately from the visual changes. This gave the team clarity on which UI improvements were clear wins, and also made the process of rolling out the redesign more palatable for existing customers. The team established core collaboration metrics and tracked core actions (like commenting) to ensure that the redesign was succeeding for users. <\/span><\/p>\n<h3><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\">Outcome<\/span>: <\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Less than 2% of existing users opt out of the new design.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increase of 5-10% on adoption funnel metrics.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Collaboration rate for new domains has increased ~10%<\/span><\/li>\n<\/ul>\n<h2>Next Steps<\/h2>\n<p><span style=\"font-weight: 400;\">When considering all the advice we\u2019ve explored so far, remember that you still need to adhere to existing user interface standards, focusing your innovation on the parts of your product that are better than what\u2019s already out there.<\/span><\/p>\n<p>It&#8217;s not the easiest balance, but the payoff is an enterprise product that feels familiar yet is more efficient and satisfying.<\/p>\n<p>If you found this post useful, check out <a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Future of Enterprise UX<\/a> that I wrote with the team at <a href=\"https:\/\/www.uxpin.com\" target=\"_blank\" rel=\"noopener noreferrer\">UXPin<\/a>. Across 47 pages, I dive deeper into best practices for enterprise products based on my experience at Asana, Wells Fargo, Intuit, and Yahoo.<\/p>\n<p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-13709\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/fb-promo.png\" alt=\"fb-promo\" width=\"720\" height=\"377\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/fb-promo.png 940w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/fb-promo-573x300.png 573w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/04\/fb-promo-768x402.png 768w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Asana&#8217;s Head of Design explains the goals, key decisions, and outcomes behind Quickbooks and Asana&#8217;s redesign. <\/p>\n","protected":false},"author":93,"featured_media":13700,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,174],"tags":[],"class_list":["post-13699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-enterprise-ux"],"yoast_title":"","yoast_metadesc":"Asana's Head of Design explains the goals, key decisions, and outcomes behind Quickbooks and Asana's redesign.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Consumer-Grade UX in the Enterprise: 2 Quick Case Studies | UXPin<\/title>\n<meta name=\"description\" content=\"Asana&#039;s Head of Design explains the goals, key decisions, and outcomes behind Quickbooks and Asana&#039;s redesign.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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