from Design Thinking to Design Driven Suzanne Pellican @Pellican #IntuitDesign #DesignForDelight
Intuit is… Customer Focused Design Driven Technology Company
Our Mission We exist to improve customers’ financial lives so profoundly, they can’t imagine going back to the old way.
Two Core Capabilities Customer-driven Innovation find an important problem that we and those we enable can solve well with durable advantage Design for Delight
It’s 9 years in the making… How did we get here?
Act 1 1983 - 2007
20 years of market dominance Customer centric EASY and SIMPLE
By building like this Requirements Design Build User Experience
Designing for Correct Six Sigma Risk Aversion Continuous Improvement
What gets you here, won’t get you there.
Act 2 2007 – 2013 Creating a culture of innovation
Evoking positive emotion by going beyond customer expectations in ease and benefit throughout their customer journey ...so people buy more and tell others about their experience
“ 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 Empathy Know your customer better than they know themselves.
Go Broad to Go Narrow To get to one good idea, you must create lots of ideas. Choose what’s most delightful, not was easiest… or cheapest…
Rapid Experiments with Customers Watch what they do more than listen to what they say
That goes for culture too.
All of this in the context of massive shifts.
The shifts Desktop Cloud US Global Units Subs Product Platform
Too many ideas Method madness Poor execution
Act 3 2013 – today Executing on innovation
Focus the business Design at the table Design leads brand Full stack systems
Harmony Design-driven re-imagination of QB in the cloud 2013
Ignite Galvanize an entire organization around a bold vision 2013
“We are a design-driven company” - Brad Smith Leadership commitment Design becomes the new norm 2014
The QuickBooks brand Design-driven approach to bringing our brand to life 2015
Redefining Research Vision and strategy from durable set of insights 2015
One Intuit design system Beautiful and Believable Seams
Commit to design excellence Nailing the customer benefits
How we build today Insights Design Build User Experience Requirements
With the privilege & recognition of DESIGN, comes the responsibility
Thank you! @pellican #IntuitDesign #DesignForDelight