Introduction
QuickBooks is one of the most widely used accounting tools for small businesses. As part of Jotform’s integrations team, I was responsible for designing a seamless QuickBooks integration experience for our users. This case study covers how we designed for both power and simplicity—bridging data between two platforms while keeping the user experience effortless.
My Role
I was the only designer on the project and worked closely with the product manager, engineers, and the UXR team. I was responsible for the end-to-end design—from user research synthesis to final high-fidelity mockups and developer handoff.
The Challenge
Many Jotform users sell products or services through their forms, but still had to manually create invoices or customer records in QuickBooks. Our goal was to automate that gap without introducing complexity or setup friction.
User Research Insights
We conducted 10+ user interviews and multiple surveys. Here’s what we learned:
- Users wanted to map specific fields between Jotform and QuickBooks
- Most users were confused about QuickBooks data types—e.g. customer vs. invoice fields
- Simplicity was a priority: users wanted automation without setup fatigue
Design Approach
We broke the flow into three parts:
- Step 1: Authenticate your QuickBooks account
- Step 2: Choose an action (Create Invoice or Create Customer)
- Step 3: Map your form fields to QuickBooks fields
UI Details & Components
I designed custom components such as field mappers, validation hints, and dynamic form selectors. The integration page followed Jotform’s design system but introduced more app-like interaction patterns.
Impact
- The integration was one of the most requested features in 2023
- Improved conversion rate on integrations setup flow
- Reduced support tickets for invoice generation issues
What I Learned
This project reinforced the importance of simplifying complex user flows. Designing for users who are not accountants required empathy and clarity. I also learned how to collaborate across teams under tight timelines to deliver a highly anticipated product.