MAY 1, 2023

INNOVATION @ INTUIT

WELCOME

@INTUITINC #BEI13

IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY

OUR MISSION

MAY 1, 2023

EVOKING POSITIVE EMOTION BY GOING BEYOND CUSTOMER EXPECTATIONS IN EASE AND BENEFIT THROUGHOUT THEIR CUSTOMER JOURNEY

DESIGN FOR DELIGHT

...so people buy more and tell others about their experience

KNOW YOUR CUSTOMERBETTER THAN THEY KNOW THEMSELVES

DEEP CUSTOMER EMPATHY

@INTUITINC #BEI13

DEEP CUSTOMER EMPATHY

High cost

Tax store charged her $700 when she was

expecting <$300

Not convenient

Tax store made her wait with her two kids

in tow

Lack of confidence

Her refund was $2000 less than last year and

tax store could not explain why

@INTUITINC #BEI13

A JOURNEY TO AWESOME PRODUCT EXPERIENCES

WOULD A TAXPAYER BE WILLING TO WORK ONLINE WITH AN ACCOUNTANT THEY’VE NEVER MET BEFORE?

@INTUITINC #BEI13

LEAN STARTUP

I CAN’T … THERE ARE JUST TOO MANY…— SCOTT COOK

“”

Intuit Confidential11

A video MVP … Dropbox example - demonstrating the product/service without building a prototype

[Dropbox] had prominent venture capital backers and could have been expected to apply the standard engineering thinking to building the business: build it and they will come. But Dropbox did something different.In parallel with their product development efforts, the founders wanted feedback from customers about what really mattered to them. In particular, Dropbox need to test its leap-of-faith question: if we can provide a superior customer experience, will people give our product a try? They believed—rightly, as it turned out—that file synchronization was a problem that most people didn’t know they had. Once you experience the solution, you can’t imagine how you ever lived without it …… The challenge was that it was impossible to demonstrate the working software in a prototype form …… Drew did something unexpectedly easy: he made a video. “Our beta waiting list went from 5,000 people to 75,000 people literally overnight.”In this case, the video was the minimum viable product. The MVP validated Drew’s leap-of-faith assumption that customers wanted the product he was developing not because they said so in a focus group or because of a hopeful analogy to another business, but because they actually signed up.

LOF Hypothesis: if we provide a superior experience, they will give our product a tryWhat they built: a 3 min videoHow the measured: # of beta sign-ups for betaWhat they learned: when customer understand the product concept, interest is very high (proven by beta sign-up currency)

- Eric Ries, The Lean Startup

12Intuit Proprietary & Confidential

Video MVP to test against our two of leap of faith hypothesis …

Tax Store customers

Will tax store customers adopt our DIFM solution?

Tax Pros

Will tax pros participate (supply) our DIFM solution?

Intuit

Can we build service/platform to support both sides?

Build video

Measure beta sign-

ups

Learn interest in adoption

Build … to test leap-of-faith hypothesis, build a video that helps both sides of the platform visualize the DIFM solution—to better understand the process and vision of the new, virtual offering (customize for each side – both acct & TS)

Measure … like Dropbox, include an option to sign-up for beta or a TY’12 season waitlist. Sign-ups for new service will be our currency.

Learn … is there a statistically significant level of interest for both supply and demand side—enough interest to derive currency?

13

From minimal viable to “awesome” product

14

@INTUITINC #BEI13

METRICS

Confirm Estimate

Visit

Search

CPA selection

Sign-up

Doc Share

Pay

Cohort63/25-3/31

Shopping funnel

Productfunnel

Cohort 7:4/8-4/11

Cohort 6:3/25-4/7

Cohort 5:3/11-3/24

Cohort 4:2/25-3/10

Cohort 3:2/11-2/24

Cohort 2:1/28-2/10

Cohort 1:1/14 – 1/27

5,157 20,634 16,707 20,671 18,801 15,329 5,300

1,451

28.1%

3,996

19.4%

3,379

20.2%

4,144

20.1%

3,739

19.9%

3173

20.7%

78614.8%

86316.7%

2,067

10.0%

1,772

10.6%

1,823

8.8%

1,417

7.5%

1,113

7.3%

2925.5

%

5109.9

%

1,142

5.5%

9775.9

%

8634.2

%

6633.5

%

4633.0

%

571.0

%

2685.2

%

6253.0

%

4792.9

%

4212.0

%

2991.6

%

1621.1

%

140.3

%1653.0

%

4161.8

%

2991.5

%

2130.9

%

1580.7

%

550.3

%3

0%

1472.9

%

3571.7

%

2521.5

%

1730.9

%

1230.7

%

510.3

%3

0%

@INTUITINC #BEI13

THE LIFE EVENT CUSTOMER

Life Event(moved, divorced, multiple jobs, etc.) Usually first time

w a pro.

Online

Delighted by online experience

of working remotely with a

pro

Tech Competen

tAble to upload & share documents

online

@INTUITINC #BEI13

METRICS

_x000d_1/14 - 1/27

_x000d_1/28 - 2/10

_x000d_2/11 - 2/24

_x000d_2/25 - 3/10

_x000d_3/11 - 3/24

0%

20%

40%

60%

20%26%

36% 42%

31%

6%

10%

26%

47%37%

17%

16% 26%

29%

23%

TurboTax.com + DMIn TTO (ENF)Paid Search

Cohort performance over time: sign-up to paid # of sign-ups

2,320 In TTO (ENF)2,396 TT.com + DM

4,101 paid search

Life event, want to delegate Need a pro for reassurance

“I did our taxes using TurboTax and my husband requests that I have someone double-check it. :-)”

“Just want a CPA to review my return to avoid any automated IRS audits like one I was subjected to two years back.”

“I have entered in all my information into Turbo Tax but want to make sure that I captured everything as I owe a significant amount due to the ###(k) early withdrawal”

“My husband and I purchased a home this year and will be filing jointly. Thank you!”

“I changed jobs, got married, and moved to NYC in ####.”

“I only had one job in the past year, very simple evaluation.”

“I want to file my taxes jointly with my wife. I was working in Texas for the first half of #### and moved to Virginia later due to change in job”

In progress

@INTUITINC #BEI13

PERSONA

20

21

@INTUITINC #BEI13

CHOOSE A PRO

@INTUITINC #BEI13

OUR MISSION

@INTUITINC #BEI13

OUR MISSION

@INTUITINC #BEI13

OUR MISSION

@INTUITINC #BEI13

OUR MISSION

@INTUITINC #BEI13

THE LIFE EVENT CUSTOMER

Life Event(moved, divorced, multiple jobs, etc.) Usually first time

w a pro.

Online

Delighted by online experience

of working remotely with a

pro

Tech Compe

tentAble to upload

& share documents

online

7777

WHAT DELIGHT LOOKS LIKE …

@INTUITINC #BEI13

WHAT DELIGHT LOOKS LIKE …

@INTUITINC #BEI13

TOOLS

Brief Description

https://www.flinto.com/

https://www.mturk.com/

http://www.usertesting.com/

https://redpen.io/

https://www.optimizely.com/

http://www.luckyorange.com/

http://mailchimp.com/

https://www.olark.com/

Efficient way to get design feedback from teammates, stakeholders, etc.

A/B testing pages/experiences

https://mixpanel.com/

Set-up a specific task/test and get quick results (Results in <1hr)

Video of customers going through experience/script. Results in <1hr

Light weight (integration) funnel conversion report

Quickly create email marketing campaigns to customers. Easily tracks opens and CTRs

Simple way to collect feedback and to collaborate on designs

Measures customer behavior; heat mapping, conversion, polling, chat

Easy to use, configurable chat experience

Tool

@INTUITINC #BEI13

TOOLS

Tool Brief Description

https://www.fiverr.com/ Outsourcing small tasks that are typically de-prioritized due to resource constraints

http://d4d.intuit.com/Internal resource: experiment toolkits, D4D methods, and coaching

https://www.kissmetrics.com/ All-in-one; A/B tests, funnel bailout, cohort conversion, etc.

https://webflow.com/Easily create and launch beautiful (new & cool) homepages for smoke screens

Easily create and launch beautiful (new & cool) homepages for smoke screenshttp://unbounce.com/

Q&A