Introduction
Jotform is a leading platform that allows users to create online forms and collect data seamlessly. As a Product Designer at Jotform, I contributed to a significant project aimed at designing a seamless integration with QuickBooks, a widely used accounting software. This case study explores the user-centric design process that drove the development of this integration and improved Jotform's overall integrations experience.
My Role
As the sole designer on this project, I collaborated with the Integrations and UXR teams. My main goal was to understand user needs by participating in user interviews conducted by the UXR team and overlook the whole design process. Based on the research findings and personas, I designed user flows, journey maps, and new components that aligned with our design system.
The Goal
At Jotform, we review feature requests on a daily basis and strive to meet our users' needs. One highly requested feature was integration with QuickBooks. We recognized the importance of this integration through our own finance team's experience and by talking to users who rely on QuickBooks regularly. Many Jotform users use our platform for selling products or services. Previously, QuickBooks users had to manually create customer records and invoices after each sale made through the form. Our dedicated integrations team identified this opportunity and delved into the various use cases of QuickBooks. Our primary objective was to enable users to automate their invoice creation process with a single click. This endeavor presented numerous challenges and required extensive research.
Understanding User Needs
To meet our users' needs effectively, we conducted thorough user interviews and surveys. These activities yielded valuable insights into our users' pain points and requirements, both qualitatively and quantitatively. QuickBooks is a comprehensive product with numerous features. Our goal was to determine the optimal utilization of QuickBooks with Jotform. Based on multiple interviews and surveys, we concluded that the two most effective actions for Jotform and QuickBooks integration are: creating a customer record and generating an invoice.
- Users wanted a seamless integration with QuickBooks to sync data effortlessly and reduce manual data entry.
- Customizable data mapping between Jotform and QuickBooks was crucial to accommodate diverse business needs.
- A user-friendly interface with clear instructions was necessary for a smooth onboarding experience.
- Users expressed interest in automated workflows that could trigger actions in other Jotform products, such as Jotform Tables and Jotform Approvals, upon successful integration with QuickBooks.
Challenges and Shifting the Approach
In user studies, we discovered challenges in integrating QuickBooks with Jotform. For instance, product name discrepancies posed an issue for invoicing, and some users didn't utilize the "Product List" form field, affecting integration.
To address these challenges, we made pivotal changes in our design approach:
- Expanded Integration: Beyond "Product List" users could now select from various form fields without losing functionality.
- Educational Resources: We created tutorials to promote the "Product List" field's benefits, enhancing users' integration experience.
- Transparent Communication: We kept users informed of updates and encouraged feedback for continuous improvement.
Collaboration for Enhanced Possibilities
Collaboration is key at Jotform. During the QuickBooks integration project, we fostered collaboration among different teams, unlocking new possibilities for both the integration and other Jotform products.
- Jotform Tables Integration: Leveraging the QuickBooks integration, we enabled seamless data syncing with Jotform Tables, empowering users to visualize and analyze accounting data effectively for data-driven decision-making.
- Jotform Approvals Integration: Integrating with Jotform Approvals allowed users to automate approval processes based on accounting data, streamlining business workflows and saving time.
Continued Iteration and User Feedback
Our design process didn't end with the initial release. We actively sought and welcomed user feedback, iterating on the integration to address pain points and continuously enhance the overall experience.
Conclusion
The QuickBooks integration project exemplifies Jotform's commitment to prioritizing user needs in product design. Through user interviews, surveys, and iterative development, we designed an integration that simplifies accounting workflows for our users. Collaborating with different teams unlocked new possibilities, providing users with enhanced value across various Jotform products. We remain dedicated to refining the integration based on user feedback, ensuring that Jotform continues to empower users in their professional journeys. The challenges we encountered were met with innovative solutions, further solidifying Jotform's position as a user-centric platform.