From Design Thinking to Design Doing
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Transcript of From Design Thinking to Design Doing
Suzanne Pellican@Pellican #IntuitDesign#DesignForDelight
from Design Thinkingto Design Driven
Intuit is…
Customer FocusedDesign DrivenTechnology Company
Our Mission
We exist to improve customers’ financial lives so profoundly, they can’t imagine going back to the old way.
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
It’s 9 years in the making…How did we get here?
Act 11983 - 2007
20 years of market dominanceCustomer centric EASY and SIMPLE
By building like this
Requirements Design Build User Experience
Designing for CorrectSix SigmaRisk AversionContinuous Improvement
What gets you here,won’t get you there.
Act 22007 – 2013
Creating a culture of innovation
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
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.
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…
Rapid Experiments with CustomersWatch what they do more than listen to what they say
That goes for culture too.
Ceo offsite
All of this in the context ofmassive shifts.
The shifts
Desktop
US
Units
Product
Cloud
Global
Subs
Platform
Too many ideasMethod madnessPoor execution
Act 32013 – today
Executing on innovation
Focus the businessDesign at the tableDesign leads brandFull stack systems
HarmonyDesign-driven re-imagination of QB in the cloud
2013
IgniteGalvanize an entire organization around a bold vision
2013
Leadership commitmentDesign becomes the new norm
“We are a design-driven company”- Brad Smith
2014
The QuickBooks brandDesign-driven approach to bringing our brand to life
2015
Redefining ResearchVision and strategy from durable set of insights
2015
One Intuit design systemBeautiful and Believable Seams
Commit to design excellenceNailing the customer benefits
How we build today
Build Design
Requirements
UserExperience
Insights
With the privilege & recognition of DESIGN, comes the responsibility
Thank you!
@pellican#IntuitDesign#DesignForDelight