Tasks

The Problem

Mid-market customers lacked an efficient way to coordinate tasks across team members and connect workflows with tools they already relied on, like HubSpot and Salesforce.

The Solution

We built a 0–1 feature in QuickBooks Online Advanced — the first team management capability across any QuickBooks product. Tasks allowed manual task creation, customizable and automated Workflows, third-party app integrations, and AI-powered error detection to flag potential data inaccuracies.

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.