Zero to One - Technology market fit, Agentic foundations
Overview:Intuit Assist is a cross-platform AI experience that spans Intuit's full portfolio of business subsidiaries. Within Credit Karma, our team navigated the same early-stage pressure many product teams faced during the initial wave of AI integration — rapidly deploying entry points to surface the assistant and learn what resonated with users. That early phase was intentionally exploratory. We distributed touchpoints broadly across the app, accepting some roughness in the experience in exchange for signal. Over time, clear patterns emerged: the assistant proved most valuable when applied to financial analysis and product-specific recommendations — use cases where AI-driven insight could meaningfully influence user decisions.
From there, we made a deliberate strategic shift — doubling down on the pathways that demonstrated clear value and sunsetting those that didn't. The result was a more focused, higher-quality AI experience built around the moments that mattered most to Credit Karma users.
Role: Design lead, design systems lead
Learnings: Agents represent an emerging design medium — one where established patterns and conventions have yet to fully take shape. Early in the project, our team invested deliberately in defining foundational interaction principles to build user trust and establish visual and behavioral consistency across key screens. We addressed failure modes, trust mechanics, and recovery patterns at a time when the broader agentic AI landscape was still maturing. Drawing on emerging thinking from the design community, we synthesized what limited guidance existed into a coherent framework tailored to Credit Karma's product context.
A particular focus of mine was developing a lightweight shared component library — a collection of reusable UI elements and interaction patterns purpose-built for integrating AI-driven experiences into the Credit Karma app. This work helped establish a scalable foundation for how AI could show up across the product in a way that felt intentional, transparent, and trustworthy.
Impact: In just 4 months I lead a small tiger-team to launch the world’s first ever financial assistant powered by generative AI and personal financial data. By leveraging speed to market and product technology fit, we were able to improve Intuit and Credit Karma’s innovation strategy which led to further investments in AI. The results were a cross-platform AI assistant that increased Intuit’s market cap by 11.9%, creating $20.51B in shareholder value with one quarter. Revenue in credit cards has continued to surge quarter after quarter in FY2026.