Accounted Case Study

Shayne Loh
ACCOUNTED
CASE STUDY
Topics in Design x Intuit Project
Team Members: Shayne Loh, Nick Campise, Jake Rubio,
Ney Sandoval, Elton Hale
OBJECTIVE
As the project manager for my team, I was in charge of overseeing
the team’s deadlines and deliverables. Additionally, I assisted my
researchers, designer, and developer in any way I could. The goal I
had for myself was to lead my team towards success but also to
foster good relationships with them. I emphasized the importance
of quality workmanship.
RESEARCH TEAM GOALS

Conduct thorough, in-depth research on
Intuit approached us with a design challenge: research and identify the topic
a problem Gen Z accountants may face in the field. My team Conduct surveys + interviews
decided to think outside of the box: what if Gen Z accountants could Define + understand the Segment of
Interest and their problems
not even enter the field? Define Problem Statement
Ideate an original design solution based
Our team conducted research through a survey, multiple interviews, on research
competitive analysis, and annotation of articles relating to our Create a Brand Identity/Kit
Segment of Interest. My main contributions were interviewing 4 Conduct User Testing
people and building our competitive analysis report. Develop a working prototype
A commonality that we discovered through our research was the

CPA Exam. The CPA (Certified Public Accountant) Exam is a license
that is required for all public accountants. It is described as intense,
challenging, and expensive. As a result, we were able to focus on our
main objective for this project:
Problem Statement: When preparing for the CPA exam and

accounting evaluations, Gen-Z accountants want a study method
that is engaging, approachable, and cost-effective, so they can
reduce anxiety, retain information better, and lessen financial
burden.
DESIGN
For our app, we circulated many ideas and directions, but unsure
which we could go with. I decided to create a brand identity page
and that was how the main aesthetic of accounted was born. I
chose the name ‘accounted’ to reference the Segment of Interest as
well as ‘ed’ for education. We were able to tune and refine this
concept in later iterations and app developmental phases. Throughout the app’s variations, we decided to keep
with the color purple. Purple conveys wisdom, respect,
For the app’s mascot, I came up with the idea to do a turtle. I was and creativity. Lighter shades of purple give a sense of
inspired by the ‘Tale of the Tortoise and the Hare’ and how the calmness. This shade of violet complements other
tortoise, despite being slow, was able to cross the finish line at his Intuit-owned brands.
own pace. My team decided we wanted to accommodate studying
to the user’s needs rather than a rigid study schedule.
ACCOUNTED CASE STUDY Shayne Loh
DEVELOPMENT
As we began the development phase for accounted, we continued to
conduct competitive analysis with other study apps and user testing.
For the app features, we drew inspiration from many sources including
Duolingo and Quizlet. For user testing, we asked non-ATEC majors accounted Logo
(strangers and peers) to navigate through our app and comment
regarding efficiency, ease of use, and aesthetics.
This is the logo we decided upon using the colors
I decided to make the starter screens for the app as a friendly and motifs in our Brand Kit. The turtle with the
introduction for users. We want to convey the fun, engaging nature of graduation cap represents how the user can be
accounted without being overwhelming. successful no matter how fast or slow their pace
may be.
PROTOTYPE
Our prototype shows the basics of what
we hope to accomplish with accounted.
We wanted to make CPA prep as
affordable, engaging, and most
importantly, possible for our users.
accounted Startup Screens
CONCLUSION DELIVERABLES
This project turned out to be one of my most intense yet favorite Survey
assignments in my college career. The amount of effort, collaboration, Interviews + responses
Generative Research Report
and communication truly challenged me to do the best that I can for
Competitive Analysis
my team. As Project Manager, I strived to not only meet deadlines but Design Persona
to ensure that my team was content with our work and with each other. Empathy Map
I am thankful for the opportunity to be a leader and to have helped Information Architecture
my team reach success. All of our extensive research, testing, and User Flow
adjustments created a final solution that we are all proud of.
Brand Identity
User Testing
Prototype
Special thank you to Professor McKinney for giving us the opportunity to
work on this project! Topics in Design has truly been a memorable
learning experience.

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Shayne Loh

RESEARCH TEAM GOALS

A commonality that we discovered through our research was the

Problem Statement: When preparing for the CPA exam and

accounted Startup Screens

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