from design thinking to design doing
TRANSCRIPT
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Suzanne Pellican@Pellican #IntuitDesign#DesignForDelight
from Design Thinkingto Design Driven
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Intuit is…
Customer FocusedDesign DrivenTechnology Company
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Our Mission
We exist to improve customers’ financial lives so profoundly, they can’t imagine going back to the old way.
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Deliver the customer benefit Active product usage
Proactive word of mouth
Customer-driven Innovation Design for Delight
LOVE METRICS
find an important problem
that we and those we enablecan solve well
with durable advantage
Two Core Capabilities
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It’s 9 years in the making…How did we get here?
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Act 11983 - 2007
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20 years of market dominanceCustomer centric EASY and SIMPLE
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By building like this
Requirements Design Build User Experience
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Designing for CorrectSix SigmaRisk AversionContinuous Improvement
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What gets you here,won’t get you there.
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Act 22007 – 2013
Creating a culture of innovation
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Evoking positive emotion by goingbeyond customer expectations in ease and benefit throughout their customer journey
...so people buy more and tell others about their experience
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The big national stores can buy and sell thousands of designs. I have to buy just a few of many different designs, and it costs more. – Julie, Owner, Paper Caper
“
Deep Customer EmpathyKnow your customer better than they know themselves.
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Go Broad to Go NarrowTo get to one good idea, you must create lots of ideas.
Choose what’s most delightful, not was easiest… or cheapest…
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Rapid Experiments with CustomersWatch what they do more than listen to what they say
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That goes for culture too.
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Ceo offsite
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All of this in the context ofmassive shifts.
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The shifts
Desktop
US
Units
Product
Cloud
Global
Subs
Platform
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Too many ideasMethod madnessPoor execution
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Act 32013 – today
Executing on innovation
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Focus the businessDesign at the tableDesign leads brandFull stack systems
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HarmonyDesign-driven re-imagination of QB in the cloud
2013
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IgniteGalvanize an entire organization around a bold vision
2013
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Leadership commitmentDesign becomes the new norm
“We are a design-driven company”- Brad Smith
2014
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The QuickBooks brandDesign-driven approach to bringing our brand to life
2015
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Redefining ResearchVision and strategy from durable set of insights
2015
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One Intuit design systemBeautiful and Believable Seams
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Commit to design excellenceNailing the customer benefits
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How we build today
Build Design
Requirements
UserExperience
Insights
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With the privilege & recognition of DESIGN, comes the responsibility
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Thank you!
@pellican#IntuitDesign#DesignForDelight