Sage Intacct - Interactive Product Tour
Using content design to help enterprise buyers understand complex finance software
The Opportunity
Sage Intacct is a powerful financial management platform with hundreds of capabilities.
The problem wasn't that the product lacked value. It was that prospects struggled to understand that value before booking a demo.
The existing product pages relied on static UIs and long lists of features. While these worked reasonably well for smaller products, they weren't enough for enterprise buyers making high-value purchasing decisions.
We needed to help people experience this complex product before speaking to Sales.
My Role
I led the content strategy and UX writing for a new interactive product tour.
Working closely with Product Managers, UX Designers and Product Marketing, I developed a guided experience that helped prospects understand how the platform solved real business problems—not just what features it contained.
Role: Lead Content Strategist
Duration: 5 months
Team: Product Marketing • Product Managers • Industry Managers • UX Design • Engineering • Sales
Before: Existing static tab sets weren't giving customers enough insight into how the product actually worked.
My responsibilities included:
Defining the content strategy
Creating the product narrative
Writing guided walkthrough content
Simplifying complex financial concepts
Working with Product Managers to ensure technical accuracy
Partnering with designers to balance education with engagement
My Approach
Rather than asking prospects to read about the software, we let them experience it.
The content strategy focused on four principles.
1. Guide, don't overwhelm
Instead of presenting every capability at once, reveal features progressively through a guided journey.
3. Tell a coherent story
Each interaction should build confidence and answer the question:
"Can this product work for a business like mine?"
2. Explain outcomes, not functionality
Customers care less about dashboard widgets than the business problems those dashboards solve.
4. Keep people exploring
The experience should feel lightweight and interactive rather than like product documentation.
Designing the Experience
Collaborating with Product
Building the narrative from product expertise
Financial software demands precision. I worked closely with Product Managers across different industries to understand the product, the workflows customers relied on and the value behind
each capability.
To make that collaboration scalable, I created a lightweight content management system where Global Product Managers could review, refine and validate the walkthrough content throughout
the project.
This gave us the technical accuracy we needed before translating complex functionality into a customer-facing story.
Writing for enterprise buyers
Enterprise software can quickly become overwhelming.
Rather than describing every feature in technical language, I focused the content on customer goals.
Instead of explaining functionality in isolation, every piece of guidance answered three simple questions:
What problem does this solve?
Why should I care?
What value does this create?
The result was content that felt more like a guided product demonstration than documentation.
Turning the product story into a guided experience
Instead of asking visitors to browse static screenshots, we turned the narrative into an interactive walkthrough.
Each step introduced a capability with concise, contextual guidance, giving customers enough information to understand both what they were seeing and why it mattered.
The result was an experience that felt more like a guided product demonstration than documentation.
The Impact
The product tour helped prospects better understand Sage Intacct before engaging with Sales, creating a more informed and confident buying journey.
The work contributed to:
30% increase in engagement on the product page
27% increase in qualified MQLs
15% reduction in page drop-off
25% increase in demo requests from visitors who completed the tour
Beyond the numbers, it demonstrated how content design could reduce complexity in enterprise software
without oversimplifying the product.
One thing I'd change
Today I'd explore adaptive product tours that respond to user behaviour rather than presenting every
visitor with the same journey.
A CFO, Finance Director and Financial Controller all evaluate the same platform differently. Rather than
presenting identical content, the experience could surface different workflows, proof points and feature
sequences for each audience.
I'd also experiment with AI-powered guidance that answers questions as users explore the product,
while keeping the core narrative structured and easy to follow.
Enterprise software doesn't become easier to buy when you explain more.
It becomes easier to buy when people can picture themselves using it.