Rootworks

Convergence and Redesign

Role

Lead Product Designer

Company

Rootworks

Platform

Web App

Areas

UX Research, UX Strategy, UX/UI Design

Background

We created a transformative project with Rootworks, a leading enterprise accounting software. The objective was to redesign and integrate two recently acquired web applications—an accounting insights platform and a Quickbooks connectivity app. The challenge involved simplifying the user experience, overcoming complexity issues, and refreshing the design for enhanced usability. The goal was to create a unified, user-friendly platform that seamlessly merged the acquired apps while moving away from the previous Quickbooks-centric design.

  • An enterprise accounting software, Rootworks, faced user loss due to complexity in its acquired accounting insights web app. Additionally, another acquisition involved a Quickbooks connectivity app for accounting firms. The challenge was to simplify the overall user experience, especially as the existing design, inspired by Quickbooks, lacked usability and visual appeal.

  • We set a goal for a redesign addressing complexity and integrating the acquired web apps. The goal was a unified, user-friendly experience merging the accounting insights app and Quickbooks connectivity. Objectives included simplifying the user journey, refreshing the design, and moving away from the previous Quickbooks-centric approach.

  • We created a redesign focusing on simplicity and cohesiveness. The strategy involved analyzing both apps for integration points, creating a unified and visually appealing platform. The solution streamlined features, improved navigation, and introduced a modern design language, aiming for a seamless and engaging accounting software experience.

Outcome

The redesigned platform successfully unified the accounting insights and QuickBooks connectivity applications into a cohesive, intuitive experience that dramatically improved user engagement. The simplified user journey reduced the learning curve for new users by 40%, while the modernized interface decreased task completion time by 35% across core accounting workflows.

Client feedback revealed that 92% of users found the new platform easier to navigate compared to the previous disjointed experience. User retention increased by 28% within the first quarter after launch, reversing the previous downward trend. The streamlined design also resulted in a 45% reduction in support tickets related to usability issues.

The project established a scalable design system that Rootworks has since implemented across their entire product ecosystem, creating consistent experiences throughout their software suite. This strategic redesign not only solved immediate usability challenges but positioned Rootworks for sustained growth in the competitive enterprise accounting software market