Mission-Based Experience Design

Strategy

Howdy, y’all!

Belongsin silos

Do not belong in silos

CHANGE

MISSIONS

CHALLENGES

METHODS

RESULTS

PRINCIPLES

CONTEXT[ ]

Stock photo of“tax preparation.”

(Some tax professionals have begun using computers.)

context:change

Going globalCHANGE

Refreshed & realigned strategyCHANGE

Brand strategy

house of brands branded house

CHANGE

Products to platformsCHANGE

“By 2020 Intuit will be considered one of the

most design-driven companies in the

world.”

https://hbr.org/2015/01/intuits-ceo-on-building-a-design-driven-company

CHANGE

Brad SmithCEO, Intuit

Accountants

IndividualsSmall

businesses

Pro Tax

focused here

Now focusinghere!

We our customers!

2-sidedcustomer benefits

Accountants

IndividualsSmall businesses

Side 1

Side 2+

CHANGE

Working across business unitsCHANGE

1. Going global

2. Refreshed & realigned strategy

3. Brand strategy

4. Products to platforms

5. “Design-led by 2020”

6. 2-sided customer benefits

7. Working across business units

800-ish employees 3 XD

Director

Sr. Manager

Customer Recruiter

Interaction Designer

Visual Designer

Visual Designers

Interaction Designers

Pro Tax Group eXperience Design

To scale - because everything is bigger in Texas, and Texas is bigger than everything

mission-basedstrategy

SaveTime

GrowMy Practice

Make a Differenceto Taxpayers

MISSION

Sleep

Tax Prep

Life

Jan

help tax preparers

Save Time

Feb Mar Apr

Sleep

Tax Prep

Life

Sleep

Tax Prep

Sleep

Tax Prep

Sleep

Tax

Life

Sleep

Tax Prep

Life

Sleep

Tax Prep

Life

Sleep

Tax Prep

Life

Sleep

Tax Prep

Life

Sleep

Tax Prep

Life

Sleep

Tax Prep

Life

Sleep

Tax Prep

Life

May Jun Jul Aug Sep Oct Nov Dec

help accountants

“Grow My Practice”MISSIO

N

help accountants

Make a Differencein their clients’ livesMISSIO

N

SaveTime

GrowMy Practice

Make a Differenceto Taxpayers

Pro Tax Vision:

Bring the power of time and money to accountants and their clients -

so they may prosper

mission-basedchallenges

Agile product teamsCHALLENGE

S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts & po

ssibili

ties

DESIGN

solut

ions

DEFINE

customer benefits

DELIVER

products & services

go br

oad

narrow

go br

oad

narrow

S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts & po

ssibili

ties

DESIGN

solut

ions

DEFINE

customer benefits

DELIVER

products & services

go br

oad

narrow

go br

oad

narrow

S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts & po

ssibili

ties

DESIGN

solut

ions

DEFINE

customer benefits

DELIVER

products & services

go br

oad

narrow

go br

oad

narrow

S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts & po

ssibili

ties

DESIGN

solut

ions

DEFINE

customer benefits

DELIVER

products & services

go br

oad

narrow

go br

oad

narrow

fix all the things!

CHALLENGE

AltitudeCHALLENGE

Not enough designers

7 interaction designers2 visual designers

CHALLENGE

7 interaction designers2 visual designers

54 project priorities

Missions and Products?Missions vs. Products?

PerspectiveCHALLENGE

Intuit sells products, not missions.

And missions come to fruition in our products.“

”

Product 1Product 2

Product 3

AltitudeCHALLENGE

Altitude

mission-basedmethods

Speak the language of business

METHOD

Apply the missionsto every customer

METHOD

Growth Market AccountantPremium Accountant Value Market Accountant

Premium Accountant

Growth Market Accountant

Value Market Accountant

Save Time Grow My Practice Make a Difference

delegation

firm management

collecting client data

file faster

get paid sooner

know what to do next

advise clients

maximize services

higher retention

more recommendations

market myself

build client base

increase referrals

provide clients insights

advise best tax outcomes

provide best value

keep rates affordable

deliver refunds faster

maximize refunds

reduce liability

file faster

get paid sooner

know what to do next

“Firmona” boxes

Learn the missions

METHOD

Track progress against the missions

METHOD

Plan projects in pursuit of missionsMETHOD

Commission Mission Captains

METHOD

Design Week

METHOD

mission-basedresults

XD driving clarityRESULT

CHALLENGE

S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts & po

ssibili

ties

DESIGN

solut

ions

DEFINE

customer benefits

DELIVER

products & services

go br

oad

narrow

go br

oad

narrow

S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts & po

ssibili

ties

DESIGN

solut

ions

DEFINE

customer benefits

DELIVER

products & services

go br

oad

narrow

go br

oad

narrow

Ambiguity good

Ambiguity BAD

Ambiguity good

Ambiguity BAD

Ship “MVP”

S t r a t e g y ?E x e c u t i o n ?

DISCOVER

facts,

insig

hts & po

ssibili

ties

solut

ions

customer benefits

products & services

go br

oad

narrow

go br

oad

DESIGN

DEFINE

DELIVER

narrow

wait…

dither…

hesitate…

try some stuff…

um…what’s the plan?

we’re so “ Lean! ”

Ship “MVP”

talk a lot

Learned what customers

really want

S t r a t e g y E x e c u t i o n

DISCOVER

facts,

insig

hts & po

ssibili

ties

DESIGN

solut

ions

DEFINE

customer benefits

DELIVER

products & services

go br

oad

narrow

go br

oad

narrow

The Ambiguity Assassin

Do more with customer insights

RESULT

Customer insights in silos

CHALLENGE

XD at all altitudesRESULT

Happier, healthier designersRESULT

Winning together

because you aren’t sick of Star Wars, everywhere, yet

CHALLENGE

Product Management and Experience Design need to jointly solve for Discover, Define, and Design. This is not an XD only job, is the job of all of our roles. ”

“

Product Managersadvocate

for holistic XDRESULT

mission-basedprinciples

Every designer is a strategistPRINCIPLE

7 interaction designers2 visual designers

Train for strategic UX workMETHOD

Every designer owns the MissionsPRINCIPLE

XD

“What missions?”

Execute the design process like you’re on a mission

PRINCIPLE

Embrace ambiguity…METHOD

METHOD

Embrace ambiguity… then murder it.

S t r a t e g y ?E x e c u t i o n ?

DISCOVER

facts,

insig

hts & po

ssibili

ties

solut

ions

customer benefits

products & services

go br

oad

narrow

go br

oad

DESIGN

DEFINE

DELIVER

narrow

wait…

dither…

hesitate…

try some stuff…

um…what’s the plan?

we’re so “ Lean! ”

Ship “MVP”

talk a lot

Empathy for all(even your coworkers)

PRINCIPLE

XD PM

Experiment with a unit of one

METHOD

XD Missions = Business Strategy

PRINCIPLE

Missions need metricsPRINCIPLE

Products and features exist to deliver customer benefits

PRINCIPLE

Reframe design work requestsMETHOD

Designers are storytellers

PRINCIPLE

Publish case studies

METHOD

Silos suck! Break out!

PRINCIPLE

CHANGE• Going global• Refreshed & realigned strategy• Brand strategy• Products to platforms• “Design-led by 2020”• 2-sided customer benefits• Working across business units

MISSIONS• Save Time• Grow My Practice• Make a Difference to Taxpayers

CHALLENGES• Agile product teams• Resourcing “Run the business”• Altitude• Not enough designers• Perspective• Ambiguity• Customer insights in silos• Winning together

METHODS• Speak the language of business• Apply the missions to every

customer• Learn the missions• Track progress against the missions• Plan projects in pursuit of missions• Commission mission captains• Design Week• Train for strategic UX work• Embrace ambiguity… then murder it• Experiment with a unit of one• Reframe design work requests• Publish case studies

RESULTS• XD driving clarity• Do more with customer insights• XD at all altitudes• Happier, healthier designers• Product Managers advocate for

holistic XD

PRINCIPLES• Every designer is a strategist• Every designer owns the

Missions• Execute the design process

like you’re on a mission• Empathy for all (even your

coworkers)• XD Missions = Business

Strategy• Missions need metrics• Products and features exist

to deliver customer benefits• Designers are storytellers• Silos suck! Break out!