Building a bank
QuickBooks Money
Content strategy | New product launch | GTM campaign
Launching a new feature is tough, but launching a new product—and a bank at that—is a whole different challenge. QuickBooks Money was Intuit’s first banking product and brand, requiring a ground-up build, a complete content strategy, and a go-to-market campaign.
The Challenges
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We started with research, talking to our audience, defining the problem, scoping and validating our solution, and listening to how others in the market communicated with similar audiences.
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I was hands-on throughout the process, designing and writing for the product. I developed a messaging hierarchy, taxonomy, and concise writing guidelines that ensured consistent and cohesive communication across both the product and brand.
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The content strategy extended beyond the product build, supporting a comprehensive go-to-market campaign.
UX writing approach
The language played a crucial role in ensuring that every customer interaction felt empowering, professional, and simple. We used clear, actionable language to make complex financial tasks easy to understand, all while aligning with core voice and tone principles.
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Empower, don’t patronise: The writing gave customers confidence by focusing on their control over their business finances, offering guidance without being overbearing.
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Be cool in chaos: In moments of financial uncertainty, the content remained calm and reassuring, offering solutions without dismissing the customer’s concerns.
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Keep it simple, but not unclear: Across the app, every word counted. Whether it was a CTA or an error message, the copy was direct, concise, and easy to digest—especially for mobile-first users.
UX writing approach
The language played a crucial role in ensuring that every customer interaction felt empowering, professional, and simple. We used clear, actionable language to make complex financial tasks easy to understand, all while aligning with core voice and tone principles.
-
Empower, don’t patronise: The writing gave customers confidence by focusing on their control over their business finances, offering guidance without being overbearing.
-
Be cool in chaos: In moments of financial uncertainty, the content remained calm and reassuring, offering solutions without dismissing the customer’s concerns.
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Keep it simple, but not unclear: Across the app, every word counted. Whether it was a CTA or an error message, the copy was direct, concise, and easy to digest—especially for mobile-first users.
UX writing process
We followed a structured process to ensure that all content was consistent and effective across the product:
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Research and competitive analysis: Competitor apps were reviewed, focusing on their interaction paradigms, and gaps were identified in how they communicated with customers.
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Voice and tone principles development: Clear guidelines were established to ensure every piece of content—whether microcopy or full-screen messages—aligned with these principles.
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Collaborative design and testing: The copy was integrated into wireframes and prototypes with designers and product managers. Iterative testing was used to validate the effectiveness of the language with real customers.
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Refinement and iteration: Based on feedback and usability testing, the content was fine-tuned to ensure clarity, consistency, and alignment with customer needs.
Go-to-Market
As part of the launch, I collaborated closely with the marketing team to create go-to-market assets that provided a seamless and consistent content experience for users across all touchpoints. These efforts were key in successfully bringing the product to market and driving engagement:
Hype reels: Created high-energy video content in collaboration with the marketing team to highlight the product’s key features, building anticipation and excitement ahead of launch.
Campaign messaging: Worked with the marketing team to craft consistent messaging for email campaigns, social media, and digital ads, engaging the target audience and promoting the product effectively.
Results
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Successfully launched QuickBooks Money as both a product and a brand, providing a seamless and consistent content experience for users.
The content strategy not only supported the product and brand build but also drove the marketing campaign, contributing to its success and acceptance in the market.
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Enhanced user engagement and understanding of the new product through clear and effective communication, helping drive significant interest and positive reception during the launch.