QuickBooks Live Experts: Rebrand

I was the sole UX content designer for QuickBooks Live Bookkeeping for about two years. (You can see my content strategy overhaul on the QuickBooks Live Bookkeeping page.) I led content strategy across its four core services—Assisted Bookkeeping, Full-Service Bookkeeping, Guided Setup, and Tax Resource Support. From in-product flows to email, billing, push notifications, and expert call scripts, I helped shape the entire service experience, end to end.

When we prepared to expand access to accountant-attached users—a segment previously excluded—we encountered unexpected resistance. Members of our Accountant Council saw the move as a breach of trust, especially given that QuickBooks Live Bookkeeping had been explicitly positioned at QuickBooks Connect as a non-competitive service. The name alone felt like a direct threat to their business.

Just weeks from launch, what started as a straightforward design review quickly escalated into a cross-functional rebrand. It became a high-stakes negotiation around language, trust, and positioning. The result: QuickBooks Live Experts—a reframed identity that clarified our offering, honored previous commitments, and helped preserve critical relationships with the accounting community.