As we iterated on this project, we kept coming back to these things that mattered most.

‍Solve for all use cases
The widget had to work whether someone was using QuickBooks or filing taxes. The copy had to make sense no matter what product someone was using.

Be even-keeled
Users might be frustrated, panicked, or just mildly confused. The copy needed to sound confident and helpful without being too cheerful or too serious.

‍Don't make them think Tell people exactly what's going to happen and what they need to have ready—no surprises.

Contact widget use case supporting a tax extension prompt for TurboTax Live customers running out of time.

Exploring how we talk about the ways someone can get help

The initial screen listed all ways users could connect with Intuit. While clear and direct, it lacked conversational warmth and failed to convey the value of reaching out for help.

Using "Talk with an expert" as the headline limited the widget's flexibility across different support scenarios. Some users only needed self-supported help. Others may need product support—divorced from an expertise from an “expert.”

The updated headline, "How would you like to connect with us?," worked better across all our different products and support types.

I also refined the CTAs for clarity. Changing "Get the number" to "Call us" provided users with a clear, actionable next step. Removing words like 'to get' made each button clearer and more direct.

What do we call it?

We had to decide what to call our different support options. Most teams were using "messaging" for the async experience, but when we tested it with users, they kept getting confused. People would ask things like "Will this send a text to my phone?" or "Is this like email?"

After seeing how mixed up users were getting, I pushed for using "chat" instead. Everyone knows what chat means when they see a speech bubble icon. It took quite a few meetings to get all the stakeholders on board, but it was worth the effort for that clarity.

Sharing wait times with customers

When we connect people to help, we knew we had to share the wait time. The tricky part was doing it without sounding cold or robotic. We explored a couple of approaches before landing on the right balance.

Initially, we used "Estimated wait time: 6 min" as placeholder text. It was concise, didn't take up much space, and fit within the card's limits.

But when I saw it on the actual screen, it felt cold and impersonal. I didn't believe it would land well for people who might already be frustrated with one of our products or services. I knew we could do better.

My design partner and I explored different versions with various messaging and placement options.

The final solution put the action back on Intuit support: "We'll get back to you in about 5 minutes." This simple shift from passive information to active commitment made users feel heard and valued.

Learnings

The One Intuit Contact Us widget created a more consistent support experience for customers across our product ecosystem. Key outcomes include:

‍Unified experience: Reduced duplicate efforts across teams while maintaining flexibility for product-specific needs

‍Improved findability: Made it easier for users to find the right support channel

‍Scalable foundation: Built a system designed to grow with Intuit's expanding product portfolio

‍Cross-functional collaboration: Successfully partnered with content designers across QuickBooks, TurboTax, and Mint to align on unified messaging strategies and establish shared content principles