A number of years ago, the company I worked for got acquired by Intuit and I ended up in a lot of meetings with the people in charge of Quickbooks. And I can tell you that you’re not looking at Quickbooks the way they are.
One of the key takeaways that I had was that Intuit viewed accounting as a three-way market where the professional accountants were the most important factor when it came to the product design. Customers generally don’t care what software gets used and will pick whatever their accountant recommends. As such, only certain workflows prioritized ease of use and being intuitive. Business owners want to go in and see reports on how their business is doing, but when it comes to actually doing the books, they don’t care. And accountants see the unintuitive parts of Quickbooks as a moat. They’ve put so much time and effort into learning to use such a poor UI, that they see a lot of their value in skillfully navigating that “bad” UI. There’s a ton of hidden tricks that have evolved over the years and get passed from accountant to accountant and they’ll scream bloody murder if Intuit tries to change them. It was funny to hear how much effort was being put into replicating weird interaction patterns from Quickbooks Desktop when they were creating Quickbooks Online and trying to migrate customers over.
My advice to you is to try to find professional accountants who will let you observe them using Quickbooks or Xero. I can almost guarantee that they’re using those products very differently from the way you do. And don’t assume that just because Quickbooks UI sucks, making a better UI will make you successful. Having worked with them, the people in charge of Quickbooks Online are very talented and plenty capable of making a more intuitive UI. The choice not to is intentional and based on a lot of history and strong relationships with their professional accountant community. There will always be some small business owners who try to go it alone, and they really do need more intuitive accounting solutions. In general, I thought Wave was pretty good at targeting that segment the last time I looked at it. But the money there is tiny. And if you want to be hugely successful, you have to understand accountants and why they choose Quickbooks.