Case Study: Intuit achieves unified, measurable, customer‑obsessed global design operations with Airtable

How Intuit fuels its customer obsession

Intuit, the company behind QuickBooks, faced fragmented global research and design operations: researchers spent time hunting down past studies, insights were siloed or lost, and each designer used different processes. To fix this, Intuit partnered with Airtable to build "International Truth," an Airtable base and centralized insights database to standardize templates, capture research atoms, and share findings across its international design teams.

Using Airtable's International Truth, Intuit consolidated research across six regions, standardized workflows, and created scorecards for customer centricity, creative exploration, and efficiency. The Airtable solution reduced costly research duplication, shrank lead time for studies (previously it could take a week just to find existing research), enabled more customer conversations (40–50 in heavy periods), improved visibility and a one‑team mentality, and produced measurable increases in experimentation and team performance metrics.

Intuit

Adela-Lia Muresan

Senior Product Designer and Innovation Lead