Intuit
Adapting a global product to local needs and helping drive the path to market fit
Intuit is a global financial technology company behind QuickBooks, one of the world’s leading accounting and finance management products for small businesses and accountants.
When the company decided to expand QuickBooks into Brazil, they faced a highly complex and unique market, with different regulations, workflows, and cultural habits around finance and accounting.
Due to the global nature of the product, every proposed feature required alignment with the US team, demanding strong data, user research, and stakeholder advocacy.
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When the company decided to expand QuickBooks into Brazil, they faced a highly complex and unique market, with different regulations, workflows, and cultural habits around finance and accounting.
Due to the global nature of the product, every proposed feature required alignment with the US team, demanding strong data, user research, and stakeholder advocacy.
Visit intuit.com
Key contributions
User research & segmentation
Feature prioritization
Prototyping & validation
Global stakeholders alignment
Product localization strategy
Sales enablement support
Creation of Delight Studio (customer-centric space later scaled globally)
Feature prioritization
Prototyping & validation
Global stakeholders alignment
Product localization strategy
Sales enablement support
Creation of Delight Studio (customer-centric space later scaled globally)
Approach
Deep research sprints to map Brazilian SMB and accountant profiles, surfacing unique needs, workflows, and regulatory pain points.
Defined and prioritized 7 key product adaptations, such as installments management and local tax flows, essential for product-market fit in Brazil.
Built data-backed arguments and prototypes to influence the US team and ensure local needs were prioritized on the global roadmap.
Created the Delight Studio, a physical space inside the Brazil office dedicated to sharing customer insights and journeys, later inspiring global adoption across Intuit offices.
Collaborated closely with sales and operations teams to align product improvements with acquisition and go-to-market strategies.
Defined and prioritized 7 key product adaptations, such as installments management and local tax flows, essential for product-market fit in Brazil.
Built data-backed arguments and prototypes to influence the US team and ensure local needs were prioritized on the global roadmap.
Created the Delight Studio, a physical space inside the Brazil office dedicated to sharing customer insights and journeys, later inspiring global adoption across Intuit offices.
Collaborated closely with sales and operations teams to align product improvements with acquisition and go-to-market strategies.
Created the Delight Studio, a physical space inside the Brazil office dedicated to sharing customer insights and journeys, later inspiring global adoption across Intuit offices.
Delight Studio®
Highlights
Adapting a global product to a local market requires empathy, deep research, and strong data to influence stakeholders.
Prioritizing the basics, like installments and local tax flows was critical to remove blockers and accelerate adoption.
Mapping the SMB and accountant segments deeply led to the creation of Delight Studio, a physical space dedicated to customer understanding a concept that expanded to Intuit offices worldwide.
Embedding product design into go-to-market strategies improved collaboration and reduced friction between product, sales, and operations.
Prioritizing the basics, like installments and local tax flows was critical to remove blockers and accelerate adoption.
Mapping the SMB and accountant segments deeply led to the creation of Delight Studio, a physical space dedicated to customer understanding a concept that expanded to Intuit offices worldwide.
Embedding product design into go-to-market strategies improved collaboration and reduced friction between product, sales, and operations.
