Facing high cancellation rates due to frustrations with managing employee benefits, we discovered that QuickBooks' existing landing pages for automated, integrated benefits failed to engage users. Users were unclear about the value, affordability, and ease of these offerings, leading to hesitation and low adoption rates.

I led a cross-functional effort to redesign these pages, applying a data-driven strategy to address these pain points. This initiative resulted in a 10% increase in conversion rates within one month and a 40% rise in active subscribers using 2+ integrations within one year.

A significant portion of our cancellations stemmed from challenges with employee benefits integration. Customers struggling with managing health insurance, 401(k) plans, and workers’ compensation reported satisfaction scores that were 10 points below the company average. These were the challenges our users faced:

Collaborating with Product Managers, Designers, and Marketing, our goal was to clearly highlight the value of switching to our partners over users’ existing plans, making the benefits more compelling and easier to understand. This redesign aimed to drive higher conversion rates, boost subscribers to our integrations, and increase revenue through plan upgrades.

As a new content designer on this project, I faced the challenge of navigating cross-functional collaboration without a clear content strategy to anchor decisions. This lack of direction led to mixed feedback from stakeholders in legal, marketing, and senior leadership, who suggested conflicting changes—ranging from tweaking CTAs to reordering bullet points.

Without a unified content vision, the project became fragmented, wasting time and creating inefficiencies. With only four months to deliver results, I had to quickly establish a strategic foundation, streamline collaboration, and prioritize impactful solutions to align teams and meet the project’s goals.

By conducting user interviews and analyzing satisfaction scores and feedback, I uncovered the root causes of low engagement: affordability, ease of use, and the need for expert guidance. These insights became the cornerstone of a strategy to directly address user pain points and drive meaningful improvements.

I conducted A/B testing to refine top value propositions, experimenting with headlines, subheads, and user preferences for content length—ranging from concise to detailed—and straightforward versus emotional language. Additionally, I implemented a money test where customers allocated dollar bills to the features they found most appealing, uncovering which benefits resonated most with their needs.

By conducting user interviews and analyzing satisfaction scores and feedback, I uncovered the root causes of low engagement: affordability, ease of use, and the need for expert guidance. These insights became the cornerstone of a strategy to directly address user pain points and drive meaningful improvements.

This journey taught me that at the heart of every successful product is a deep commitment to understanding and meeting customer needs. What began as a “simple” content rewrite evolved into a strategic, data-backed messaging initiative.

By prioritizing content quality and rigorous customer research, we achieved significant improvements and gained valuable insights into user-centered design. This project demonstrates how strategic, data-driven content design can transform user experiences and drive business growth.