In-product notifications

Content at Intuit

There are several types of notifications we use to contact our customers in the product, on their devices, and via email. These principles are specific to in-product notifications—both written by our teams and system generated—that appear in the One Intuit Notification Platform.

Keep it short and to the point

Notifications should be clear and concise. Our customers use our products to power their businesses, do their taxes, or manage their finances. Let’s keep them focused on this. 



  • You can submit tax returns electronically beginning Thursday, January 28, 2021. [CTA: Get more details]
  • The IRS announced on Jan 15, 2021 that the official federal e-File start date for tax year 2020 will be Feb 12, 2021. In order to allow our tax professionals to serve their clients without workflow disruption, ProConnect will allow returns to be submitted electronically starting on Thursday, Jan 28, 2021. For important details, read the full article.
  • Did you know we have QuickBooks Insurance? It’s really easy to set up if you’re eligible, and just wait—it’ll change your life! Just go to Setting then search an— [out of characters]

Provide a clear action

The call to action (CTA) should set the expectation of what happens next, whether it’s leading the user to get something done, learn something valuable, or fix something quickly. 



  • We’re making improvements to Square deposits. Take a minute to confirm the bank account you use. [CTA: Confirm account]
  • Your credit card will expire in 30 days. [CTA: Update your info now]
  • We’ve got news for you! [CTA: Find out more]

Make it count

Not everything is worthy of an in-product announcement. We want to provide the right information at the right time, so customers don’t start to ignore us.

Consider these questions before pushing a notification in the product: 

  • Is this the best channel for this message?
  • What’s the customer benefit of this message? 
  • Who’s the target audience of this message?
  • Does the CTA keep them in the product? 
  • Will this drastically disrupt their workflow?


  • You can now track and file your sales tax through QuickBooks. [CTA: Find out how]
  • Collect and organize your client documents directly from ProConnect Tax. [CTA: Create a request]
  • Time Tracking is here, save 50%
  • Turn on pay-enabled invoices to save time

Share good news when it happens

Let them know when things are complete or they reach a goal. 



  • You earned $2,500 more this month than October 2019! [CTA: See more reports]
  • The IRS accepted your tax return! [CTA: Track your refund]
  • You made a deposit! It might take some time to process.
  • You’ve downloaded the GoPayment App! But why haven’t you processed a payment yet?

Share bad news directly

Things break, things fail, and sometimes it’s not our fault. When possible, clearly state what happened and what we’re doing to fix it or what the customer can do to make it right. For more about how we deliver bad news, check out the bad news content pattern.



  • The IRS is down and returns cannot be processed right now. Visit the IRS website to stay updated. [CTA: Check status]
  • We’re unable to process your return at this time for reasons outside our control. 

Context is just as important as content

When possible, notify customers in a context related to the notification. Keeping content in relevant places will help users stay focused and discover new features when they can actually benefit from them.

Link copied