AI/ML Identity Experience
Intuit: Machine learning recommendation experience
The Account Manager team successfully launched Identity’s first AI/ML model that delivered personalized, intelligent customer experiences. By analyzing account activity and refining how tasks were framed, we reduced frustration from repetitive prompts and increased engagement. The launch drove a 5% lift in task completion.
Client
Intuit
Role
Group Design Manager
Industry
Fintech
Date
2023
Our team reimagined how Intuit surfaces account-related tasks within the Account Manager platform, which serves over 21 million annual visitors. Historically, recommendations were hard-coded and repetitive, frustrating customers and requiring costly developer rework. We introduced an AI/ML-driven recommendation model that learned from customers’ historical account activity to predict and deliver the most relevant task at the right time. Through research, data analysis, and design iteration, we crafted a recommendation framework that balanced algorithmic intelligence with customer-centered messaging—making tasks feel timely, useful, and less intrusive. The launch achieved a 5% lift in engagement with account task recommendations, validating the value of AI/ML in creating adaptive, personalized experiences. This project marked the first application of AI/ML within the Intuit Platform team, laying the foundation for future personalization and generative approaches to customer experience.
This project marked Intuit’s first foray into embedding AI/ML into customer-facing platform experiences. Instead of hard-coded rules, the system now adapts to customer history, surfacing the most relevant task at the optimal time. Our design work not only boosted engagement but also revealed insights about how customers perceive value from AI recommendations: trust, timing, and clarity matter more than volume. The engagement lift validated our approach, while lessons about model limits pointed toward the future—using generative or more personalized approaches to keep experiences fresh and relevant. Beyond the numbers, this project stretched our team’s mindset, proving that design can play a critical role in shaping machine learning systems to be human-centered. It laid the foundation for Intuit to scale AI-driven experiences across its ecosystem. If you’d like to see the end-to-end story, including research, iterations, and outcomes, let’s connect.