Zero State
Improving Intuit Intelligence’s entry point to help customers understand the breadth and depth of what the tool can do, and designing insight prompts to include real data from the customer.
Changing the perception from help bot to agent.
Users frequently approached the Omni AI panel with "tool blindness," treating it as a static, generic FAQ help bot rather than a proactive financial agent. This mindset, paired with a low confidence in natural language querying, resulted in a severe cold-start problem and "one-and-done" sessions where users struggled to differentiate Omni from standard chatbots.
The Solution
Highlight and emphasize a framework of insight prompts that tapped into real data from the users, showing ways that people can use Intuit Intelligence as a personal agent and not a help bot.
Trying Typeahead Animations
Initial designs focused on a "zero state" with typing animations, showing many options for things to ask Intuit Intelligence and a separate section highlighting insights that the agent had collected from customer data.
The type ahead animation disappeared, so users felt like they could not actually use them or needed to re-watch the animation to find the prompt that interested them. They were also conflicted by insights that did not provide actionable prompts or answers connected to them.
Animating to cloak latency constraints
While building the designs, my engineering team ran into issues having the initial batch of insight prompts load. Potentially leading to drop off in customer engagement.
I created quick animation that cloaked the latency issues until we were able to adjust the technical solution. This included loading in a few other elements in the panel in an elegant way.
Imroving the design to show breadth
After our initial launch, I got feedback from customers that they still weren’t fully confident in understanding the breadth of what Intuit Intelligence could do. So, we did an AB test comparing the current design with a potential new design to see how customers felt.
In the end, customers loved having more options, and they wanted a combination of both designs. The result: clickable chips that showed the breadth of areas of prompts with different insight prompts under each area.
The results
13%
Gains in
adoption
Learnings
The biggest unlock wasn't a visual change, it was tying prompts to real user data. "You have 3 unpaid invoices" is more compelling than any animation. When the interface demonstrates knowledge of your actual situation, trust follows.