INTUIT Apps.com Redesign: Scaling the QuickBooks 3rd-Party Integration Marketplace

The Challenge

QuickBooks’ ecosystem relied heavily on 3rd-party integrations to extend its capabilities for small businesses and accountants. However, the Apps.com marketplace, which hosted these integrations, was outdated and lacked a cohesive experience for both developers and customers. The marketplace was not optimized for mobile, the discovery experience was fragmented, and there was no clear strategy for onboarding, ranking, or supporting app developers.

As a result, customers struggled to find and evaluate the right integrations for their needs, while developers had no structured way to showcase, differentiate, or scale their apps within the QuickBooks ecosystem. This led to missed revenue opportunities, lower adoption rates, and a subpar customer experience.

To solve this, Intuit needed a complete redesign of the Apps.com experience—one that streamlined discovery, improved developer support, and provided a scalable, mobile-first marketplace. My role was to lead the strategy, experience design, and implementation plan for the next generation of QuickBooks’ integration marketplace.

The Approach

I led a cross-functional initiative spanning product, design, engineering, and developer relations to overhaul Apps.com into a modern, scalable integration marketplace.

The work included:

• Redesigning the marketplace UI & architecture to be mobile-first, responsive, and scalable across devices.
• Developing the first structured app ranking and recommendation system, improving discovery and surfacing the most relevant integrations for users.
• Rebuilding the developer experience, introducing a clear onboarding and listing process to make it easier for 3rd-party apps to integrate and succeed.
• Improving search, filtering, and categorization, ensuring that users could find integrations by industry, use case, and feature set.
• Launching a fully replatformed site architecture, making it easier for Intuit to maintain, scale, and expand Apps.com in the future.

I worked closely with developers, partners, and internal stakeholders to ensure that the new marketplace balanced user needs, business objectives, and technical scalability.

The Impact

The redesigned Apps.com marketplace transformed how QuickBooks users discovered and integrated 3rd-party apps, leading to:

• Significant increases in app adoption and customer engagement, as users could now easily find and evaluate the right tools for their needs.
• Stronger developer success rates, thanks to a structured onboarding and ranking system that provided clearer pathways for app promotion.
• A modern, scalable marketplace architecture, ensuring that Apps.com could support future integrations, growth, and evolving customer needs.
• Higher revenue generation from the QuickBooks ecosystem, as improved visibility and usability drove more app transactions and subscriptions.

By focusing on customer-centric design, developer enablement, and scalable architecture, I helped Intuit transform Apps.com from a clunky, outdated platform into a seamless, high-performing integration marketplace.

Why It Matters

For platform ecosystems to thrive, third-party integrations must be easy to find, adopt, and scale. By leading the strategy, design, and implementation of the new Apps.com marketplace, I helped Intuit create a streamlined, mobile-first, and developer-friendly experience that fueled QuickBooks’ ecosystem growth and long-term sustainability.