UX Influence & Innovation
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UX Influence and Innovation Wendy Castleman Intuit Walmart UX Summit February 2013
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A talk about UX influence and innovation given at the Walmart Global UX Summit February 28, 2013
Transcript of UX Influence & Innovation
UX Influence and InnovationWendy Castleman
IntuitWalmart UX SummitFebruary 2013
Wendy CastlemanInnovation Catalyst Community LeaderD4D Strategist
User Experience
Practitioner
You Product
Leader/Influencer
YouOthers
Product
Product
Others Product
Gain Influence Through Empowering Others With
Our Tools…
Our Story of Design Innovation
2007
Solid Products
Focus on EASE
2007Designers• Design the interaction
and/or visuals (mockups, drawings)
• Create Spec Docs• Make changes based
on technological or usability push-back
• Complaint: “Everyone thinks they are a designer…”
Researchers• Conduct Customer
Interviews/Site Visits• Write reports/Present
findings• Conduct Usability
Tests (including cardsorts, etc)
• Write reports/Present findings
• Complaint: “Changes aren’t made based on findings!”
Also…
Few New Offerings Focus on Incremental Feature Improvements
Ease was not enough
Time
Net Promoter Score
Designing for Ease
Designing for Delight
Design for DelightGoing beyond customer
expectations in delivering ease
and benefit, evoking positive
emotion throughout the customer
journey.
“Yo designers… can you just take this product and make
it delightful?”
Product Idea System Architecture
Delightful Design
Can we get folks to think about designing delight
from the start?…and what if others “own”
the project before we get our hands on it?
Let’s teach them!
Design for Delight Principles
INNOVATION CATALYSTS2009
FY ‘09
FY ‘10
120 Catalysts
FY ‘11
75 Catalysts10 Catalysts
FY ‘12
FY ‘13
170 Catalysts 200 Catalysts
INNOVATION CATALYSTS
Cross functional group of D4D experts, working across the company to apply D4D in the day-to-day to achieve Delight
Innovation Catalysts & D4D Activity
FY09 FY10 FY11 FY12 FY13
Innovation Catalysts D4D Activities/Sessions
Our goal:
D4D is in our DNA by 2015
Our Vision
D4D in the DNAProfoundly delighting our customers is why we exist
and D4D is instinctively the way we do it.
Culture Change Thus Far…
• Solid Products (QuickBooks, TurboTax, etc)
• NO mobile apps• Few New Offerings• Focus on Ease• Usability Testing in our UX
Labs with UX Researchers• Incremental Improvements• Few Risks
• Solid Products with Innovative New Features and Platforms
• Lots of mobile apps• Lots of New Offerings• Focus on Innovation and
Delighting Customers• Lots of Experimentation,
everywhere with full team engagement
• Lots of Risks
29
D4D is being used…
In HR
In IT (GES)
In Legal
In Finance
In Customer Care
In Sales & Marketing In L&D
In EVERY BU
In EVERY FG
By Front-line Employees
By Executives
By XD!
Innovating For Impact
$29
$50
Intuit Stock Price
Jul-07 Jul-08 Jul-09 Jul-10 Jul-11 Jul-1220
30
40
50
60
70
Innovation Catalysts
Teaching others
Influence and Innovation
By empowering others to use our tools…
Think of the role of UX more broadly
Harness the Evangelists
Develop the org to do better for customers
6 Simple, Powerful Tools to Have Others Use
(these won’t be new to you)
Journey Line
Empathy Map
Problem Statement
Brainstorming with 2x2 Narrowing
Storyboard
Rapid Prototyping & Experimentation
TRY IT…Empathy Map
Wendy CastlemanInnovation Catalyst Community LeaderD4D Strategist
What do I believe? What motivates me?
