Content families

Content families inform channel usage such that messages by touchpoint remain pure, uncluttered, and relevant to our customers. These groupings are agnostic of either marketing or product-based use cases and solve simply for providing the QuickBooks customer with the right message at the right time and in the right place. Content families are grouped as follows:

To discover

Customer benefit:

  • I know and trust QuickBooks and what it has to offer.
  • I know QuickBooks is the expert in small business accounting solutions.

Communication goals:

  • Establish QuickBooks as a brand and an ally
  • Establish QuickBooks as a resource of expertise
  • Drive awareness of product offerings

To understand

Customer benefit:

  • I understand how this product or offering works.
  • I know what benefit this thing has to offer, and I can picture it fitting into my life.
  • QuickBooks supports me and helps me learn.

Communication goals:

  • Describe the product or offering with clarity
  • Communicate the benefits of a product or offering
  • Explain why. Provide educational content and support when needed

To get work done

Customer benefits:

  • I understand my options.
  • I can see things I need to do and when I need to do them.
  • I understand this communication, how important it is, and what to do about it.

Communication goals:

  • Help customers navigate workflows
  • Provide feedback on interactions

To fuel me

Customer benefits:

  • I get support and encouragement when and where it means the most.

Communication goals:

  • Encourage and celebrate when the time is right.
  • Recognize the good while highlighting opportunity areas.

Available channels and patterns

  • Email
  • SMS
  • Push
  • Social
  • Display
  • Dashboard widget
  • Dashboard tray
  • Toast
  • Page message
  • Guidance tooltip
  • Modal
  • Trowser
  • Guided tour

Channel usage

Content families provide clear communication objectives that inform channel usage. In general, signed-out communications are optimized to drive awareness, provide educational support, and re-engage. In-product communications primarily educate, help the customer get work done efficiently, and fuel successful ongoing product use and business growth.

Message types

We group message types based on our communication goals. Visual differentiation by message type helps create a recognizable communication system across customer touchpoints. These are the message types:

  • Neutral
  • What’s new
  • Celebratory
  • Promotional
  • Needs attention
  • Critical

Neutral

Usage
Neutral mesages aren’t urgent. These are the kind of good-to-know or heads-up messages that can help the small or medium-sized business do things better.

Color

Examples

Confirmation

Usage

Confirmations messages let users know they completed a step or took some action.

Color

Examples

What’s new

Usage

What’s new messages tell users about new product features or other things the system can now do.

Color

Examples

Celebratory

Usage

Celebratory messages mark the user’s achievements or business milestones.

Color

Examples

Needs attention

Usage

These moderately urgent messages relate to the user’s business, workflow, or use of QuickBooks. We show these messages when the user might lose something or miss a deadline.

Color

Examples

Critical

Usage

These urgent messages tell the user about an issue that might hurt their business or block them from using QuickBooks. These messages almost always encourage users to take action (select, read, review, etc.) and are often time sensitive.

Color

Examples

Promotional

Usage

Promotional messages tell users about QuickBooks offers. Follow visual design guidelines to display these appropriately.

Color

Criticality

Criticality is the level of urgency we need to communicate with the message. To determine a messsage’s criticality, consider the following inputs.

  • Neutral
    A non-urgent message related to the business or QuickBooks system. Neutral messages are good-to-know information that helps the user do things better.
  • Needs attention
    A moderately urgent message related to the business or QuickBooks, with the potential for loss or reward based on user engagement (click, read, review, etc.)
  • Critical
    An urgent message related to the business or a QuickBooks-blocking issue. High consequence/heavy loss based on user engagement (click, read, review, etc.). Often but not always time sensitive

 

Prominence

QuickBooks Design System containers, components, and patterns support messaging that requires varying degrees of prominence. Not to be confused with criticality, these containers support how contextual, interruptive, or blocking a message will be and may contain any kind of message type.

container prominence

Prominence refers to how contextual, interruptive, or blocking a message will be

  • Blocking
    Use when an interruption is required to help the user avoid a loss to the business, or in the event of a system failure.

    • Modal
    • Trowser
    • Guided tour
  • Interruptive
    Use to callout functionality or emphasize content without entirely blocking the interface

    • Tooltip
    • Toast
    • Display width banner
  • Contextual
    Use to to augment a workflow or product interface with contextually relevant information

    • Page message
    • Notifications tray
    • Dashboard widget

This is not an exhaustive list. For more comprehensive guidelines, you can review the Components.

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