Dawn Ressel, Experience Design Leader, IntuitEnterprise UX Conference

June 9, 2016

Full-Stack User Experiences: A Marriage of Design & Technology

@uxdawn

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Widget librariesCodifies full stack code

Component librariesCodifies front end code

Pattern librariesDocumentation of design

Evolution of design systems

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What is a widget?Example: Google Maps- Core to businesses- Familiar experience- Best practices baked in- Configurable

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Industry widget examples

Search – Google, Yahoo, BingContent hosting - Flickr, SoundCloud, YouTubeAdvertising – AdSense, AdBrite, ChitikaContent management – WordPress, Joomla, DrupalAnalytics – SiteCatalyst, OmnitureMaps – Google Maps, OpenMaps, MapQuestPayments – PayPal, Square, Stripe

Intuit’s Widget Journey

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Shift to cloud creates new opportunities

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TurboTaxSign in screen

QuickBooksSign in screen

MintSign in screen

The genesis of our Widget journeyOne Intuit Identity

Account recovery:dramatically increased user success rates

There was nearly a bank run when TurboTax had to suspend filing state tax

returns over fraud concerns.

ForbesFebruary 12, 2015

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Widgets save the day!Massive reduction in fraud in just 1 week

Substantial Benefits:Widgets improve productivity & decrease time to market

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More widgets across the Intuit ecosystemFinancial Data Experience

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BENEFITS• Best practices• Familiar experience • Productivity• Speed to market • Learn at scale• Reduce risk • Subject matter experts

Designing full stack has many advantagesBenefits of widgets

KEY TAKEAWAY: Widgets are a great investment and create a better customer experience.

What we’ve learned along the way

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SHOULD WE BUILD A WIDGET?• Reusability• Demand• ROI• Specificity

When a widget makes senseBefore creating a widget, make sure it will be worth the investment

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Widgets are more than just a pretty face

Widgets leverage powerful services behind-the-scenes

Best-Account SelectionEmail collision detector

Risk ScreeningIdentity ProofingEmail Validation

Email VerificationPassword Strength

SMS OTP…more

Built-in services

UI Components

Widget… and provide orchestration

Intuit Confidential and Proprietary 181 widget Minutes to adopt

One Intuit IdentityOne widget orchestrates complex interactions

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Widgets and component libraries are shared

Working across boundariesWidgets require lots of collaboration

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Tips for working with engineers• Paint a vision to get them excited• Explain how their work impacts

users• Get them to feel the customer

pain• Start with the problem, not the

solution• Give them a tough challenge• Listen to them & have empathy• Be specific and accurate

Designing widgets requires partnership with back end engineers & architectsWorking successfully with engineers

KEY TAKEAWAY: Engineers can be a great ally for you as a designer if you build strong relationships.

What it takes to be a widget designer

How to Handle Resistance:Overcoming barriers to working across teams

THANK YOU@uxdawn