© IntuitIntuitLabs.com | @Intuit 1

When to use it• You have a clear, customer-backed vision.

• You want to experiment with different ideas that ladder up to

an established vision.

How to use it1. Our Insights

What is the big unmet problem? What was the compelling

a-ha that is driving your vision?

2. Our Vision

Inspire your team with a grand challenge. Focus on the

customer and ensure solutions are not included in the vision.

3. Our Idea

Make it tangible and specific, while highlighting the customer.

4. Leap Of Faith Assumption

Focus on the customer behaviors that must take place, and

the most “unknown” assumptions.

5. Our Hypotheses

Ensure alignment with your Leap of Faith. Choose numeric

targets that inspire your team, and behaviors that are

measurable.

NEXT TOOL

Why use it• To be more intentional about how you set up rapid

experiments with customers.

• To make more informed decisions based on how

people actually behave in the real world.

TimeIterative process.

DESIGN FOR DELIGHTRapid experimentswith customers

IntuitLabs.com | @Intuit© Intuit 2

6. Our Experiments

Test important behaviors that align with your hypothesis.

Collect “currency” from customers as a way to measure real

interest, and encourage teams to be open to surprises as

well as collect metrics. Make sure the experiment will test

your Leap of Faith.

7. Our Decision

A team’s default decision is often to persevere, so push

teams to make a strong case if that’s the way they decide

to go.

Tips• Embrace failure. Seek surprises and new insights.

• Run experiments, don’t debate.

• Make sure that your team is aligned on the customer

behaviors you’re trying to test, and why.

Use withBrainstorming

2x2

At Intuit, we believe our Design for Delight (D4D) approach can make innovators 20x more effective. Three key principles make up D4D: deep customer empathy, going broad to go narrow, and rapid experiments with customers. Now go and create some awesome experiences that delight your customers.

TIPS & TRICKS

Our Insights What is the big unmet problem? What was the compelling a-ha that is driving your vision?

Our Vision Inspire your team with a grand challenge. Focus on the customer, not Intuit, and ensure solutions are not included in the vision.

Our Idea Make it tangible and specific, while highlighting the customer. Focus on the outcome the user is trying to achieve.

Leap of Faith Assumption Focus on the customer behaviors that must take place, and the most “unknown” assump-tions. ‘If you build it, they will come’ is not at the right altitude.

Our Hypotheses Ensure alignment with your Leap of Faith. Choose numeric targets that inspire your team, and behaviors that are measurable.

Our Experiments Test important behaviors that align with your hypothesis. Collect “currency” from customers as a way to measure real interest, and encourage teams to be open to surprises as well as collect metrics. Make sure the experiment will test your Leap of Faith.

What did we learn Teams can miss critical insights because they don’t perceive them to be important. Encourage teams to build on their original insights and vision.

Our decision A team’s default decision is often to persevere, so push teams to make a strong case if that’s the way they decide to go. Ask teams to explicitly determine if their Leap of Faith passed or failed.

RAPID EXPERIMENTATION TOOLS - the NEXT tool

Hypotheses -

OUR VISION - A bold statement about the opportunity based on our customer-backed insight(s)

OUR IDEA - A concept that delivers on our vision and customer needs

2

Hypothesis = “If we do X, Y% of people will behave in way Z”

Our Experiments - Brainstorm potential experiments we can run quickly (starting today/tomorrow for example) to test our hypothesis. Select 2 experiments, build them and go out in the real world to test them.

?

Most important

Not as important

What did we learn? - What did our experiments reveal about our hypothesis. What did we learn? What surprised us? Did we uncover any insights? How would we run the experiment differently?

Our decision - Based on our learnings, what would we do next?

Experiments we will run (narrow to 2)

Description:

Metrics:

Description:

Metrics:

Experiment 1 Experiment 2

We invalidated our leap of faith assumption. We need to pivot our idea and go back to

the drawing board.

We did NOT invalidate our leap of faith assumption. We need to run more experiments or start testing our

next leap of faith assumption.

Intuit | D4D Rapid Experimentation

?

Experiments we could run (go broad)

Change the idea (Pivot)? Keep going (Persevere)?

3

5

4

The next decision toolNEXT

OUR INSIGHT(S) - An a-ha that changes your perspective and makes you think beyond your customer’s expectations.

1 Leap of faith assumptions - Riskiest assumptions about our idea that’s keeping us up at night (if people don’t behave this way, we need to change our idea).

Sequence your leap of faith assumptions and tackle them one at a time (start with riskiest)

-

-

-

-

-

Brainstorm a list of solutions/features that could prompt the behavior change underlined in the selected leap of faith assumption

Selected leap of faith

Selected hypothesis

Description:

Metrics:

Description:

Metrics:

known unknown

Customers expect to pay 1st employee in less than 20 minutes

Pay you first employee in less than 5 minutes

Employers choose to Pay Now instead of Finish Set Up

Employers that choose Pay Now will write checks at a higher rate

Employers that choose Pay Now will become billing customers

1

2

3

Employers choose to Pay Now instead

of Finish Set Up

If we enable Pay Now, 80% will complete tax set up in time for 1st tax payment

If we present Pay Now, 55% will choose it

Pay Now test:

pay now vs. finish set up

Pay now A/B test

Pay now vs. finish set up

# of employers who choose Pay Now

Pay Nowoption

An option within Intuit Online Payroll where employers can defer full set up until after paying employees

If we present Pay Now, 55% will

choose it

learning: Majority of employers prefer to pay first and then finish

full set up58% chose Pay Now

only 18% approved

checks the same day

If we enable Pay Now, 40% will run a second payroll

after 2 weeks, 32%

paid employees

Next steps:

run

experiment

#2

Use Paycheck City to

calculate check

Default tax set up and have care

agents set up later

Pay now with no prior

payroll and safe state defaults

Enable Pay Now (no prior

payroll + safe state defaults)

# of employers complete

2nd payroll

©Intuit

Hypotheses -

OUR VISION - A bold statement about the opportunity based on our customer-backed insight(s)

OUR IDEA - A concept that delivers on our vision and customer needs

2

Hypothesis = “If we do X, Y% of people will behave in way Z”

Our Experiments - Brainstorm potential experiments we can run quickly (starting today/tomorrow for example) to test our hypothesis. Select 2 experiments, build them and go out in the real world to test them.

?

Most important

Not as important

What did we learn? - What did our experiments reveal about our hypothesis. What did we learn? What surprised us? Did we uncover any insights? How would we run the experiment differently?

Our decision - Based on our learnings, what would we do next?

Experiments we will run (narrow to 2)

Description:

Metrics:

Description:

Metrics:

Experiment 1 Experiment 2

We invalidated our leap of faith assumption. We need to pivot our idea and go back to

the drawing board.

We did NOT invalidate our leap of faith assump-tion. We need to run more experiments or start

testing our next leap of faith assumption.

Intuit | D4D Rapid Experimentation

?

Experiments we could run (go broad)

Change the idea (Pivot)? Keep going (Persevere)?

3

5

4

The next decision toolNEXT

OUR INSIGHT(S) - An a-ha that changes your perspective and makes you think beyond your customer s expectations.

1 Leap of faith assumptions - iskiest assumptions about our idea that s keeping us up at

night (if people don t behave this way, we need to change our idea).

e en e yo leap of faith ass ptions and ta le the one at a ti e sta t with is iest

-

-

-

-

-

Brainstorm a list of solutions/features that could prompt the behavior change underlined in the selected leap of faith

Selected leap of faith

Selected hypothesis

Description

etrics

Description

etrics

©Intuit