Tasks

The Problem

QuickBooks Online Advanced customers—mid-market businesses—needed a better way to coordinate tasks across people, workflows, and CRM platforms. At the same time, we were launching an Apps page to surface add-ons and integrations like Salesforce and HubSpot—so the challenge was twofold: meet customer needs and business needs by making those integrations more valuable and driving adoption.

The Solution

We built a task management feature that gave customers a central hub to assign, track, and complete work—streamlining collaboration across team members and workflows. We enabled manual and automated task creation—powered by the Workflows feature. By connecting Tasks directly with integrations like Salesforce and HubSpot, we not only improved customer efficiency but also added tangible value to the Apps ecosystem, encouraging adoption of QuickBooks add-ons.

Read about Tasks in Firm of the Future

My Role

I was embedded from discovery through launch. I co-led brainstorming sessions with cross-functional partners, shaped early prototypes, and ran user interviews and unmoderated A/B content tests to validate direction. I synthesized research into actionable recommendations that informed both design and product strategy.

On the technical side, I partnered with engineers to integrate premium third-party apps (HubSpot and Salesforce), ensuring imported data mapped correctly into the task list. I also worked closely with the Tasks engineering team to design prompts and error-handling messages for our AI detection system.

The Impact

Tasks achieved exceptionally high adoption and retention, spiked Workflow usage, and validated the value of premium app integrations.

Its success in QuickBooks Online Advanced became a blueprint: other teams — QuickBooks Online, QuickBooks Online Accountant, and QuickBooks Live Bookkeeping — built their own team management tools using our learnings and guidance.

Workflows

 Workflows was a severely underused feature in QuickBooks Online Advanced. With the launch of Tasks, we had an opportunity to make Workflows more usable and valuable.

To support this, we:

  • Introduced new Workflow templates optimized for Tasks.

  • Streamlined the content on existing Workflow template cards to reduce friction.

  • Partnered with engineering to redesign the custom Workflow experience so users could create one in just a few clicks.