Stephen GayInnovation Catalyst

@ Intuit

Design for Delight

Chat about...• Why Design for Delight?• Our Journey• 3 Core Principles• 6 Methods

Canadian living in Silicon Valley15+ years of experience@ Intuit Design Strategist & Innovation Catalyst

Why Design for Delight?

#1 driver of new customer purchases of Intuit products

Word of Mouth

Delight promotes Word of Mouth

• Flawless planning

• Avoid failure

• Rigorous analysis

• Presentations

• Arm’s length customer research

• Periodic

• Thinking

• Enlightened TRIAL & ERROR

• Fail FAST

• Rigorous TESTING

• Lightweight EXPERIMENTS

• DEEP CUSTOMER IMMERSION

• CONTINUOUS

• DOING

TO: Designing for Delight(aka Design Thinking)

FROM: Traditional Thinking

TO: Designing for Delight(aka Design Thinking)

4  +  4  =    8 8    =    4 + 4 2 + 6 12 – 4 4 x 2 24 / 3

Discovery of what is “right”.The so-called “correct” answer

Discovery of what WORKS.An infinity of POSSIBLE answers

FROM: Traditional Thinking

Our Journey

’07Beyond EaseNPS Flat

“Intuit is the most well run, no growth company in the valley.”

’07Beyond EaseNPS Flat

‘08Delight Forums

’09Catalyst & Session Pilots

’10Innovation Catalysts

’07Beyond EaseNPS Flat

‘08Delight Forums

FY ‘10

75 Catalysts

FY ‘09

10 Catalysts 120 Catalysts

FY ‘11

FY ‘12

170 Catalysts

FY ‘13

200 Catalysts

Cross functional group of D4D experts, working across the company to apply D4D in the day-to-day to achieve Delight

’09Catalyst & Session Pilots

’10Innovation Catalysts

’11D4D Sessions

’07Beyond EaseNPS Flat

‘08Delight Forums

’09Catalyst & Session Pilots

’10Innovation Catalysts

’11D4D Sessions

’12Everyday D4D

’07Beyond EaseNPS Flat

‘08Delight Forums

2012 #562011 #842010 ---

3 Core Principles

Know your customer better than they know themselves.

Observed customer pain...

...drives to a solution.

It is hard to understand your customer from your office…

Connect with where they are coming from…

1. Be the customer2. Watch the customer3. Talk with the customer

Purpose of Deep Customer Empathy

• See the customer from a different perspective

• Understand what really matters

To get one great idea, you have to create lots.

Your first idea is usually not your best.

DivergentThinking

CreateChoices

ConvergentThinking

Make Choices

Purpose of Going Broad to Narrow

• Create options before making choices

• Explicit criteria = better choices

• The foundation for innovating new ways of doing things

Watching how our customers behave is far better than our opinion.

Rough Experiments to Test Ideas

Get Feedback Early and Often

Build Physical Prototypes to Experiment

Experiment in the Lab & Field

Purpose of Rapid Experiments with Customers

• To learn what will improve customers lives

• To learn what the pros and cons of different approaches are

• To make better decisions

6 Methods

SAY

DO

THINK

FEEL

D4D | Empathy Map

The Empathy Map

Problem Statement

•  I"am"________________________________."

•  I"am"trying"to"_________________________,"

but"_________________________________"

because"_____________________________,"

which"makes"me"feel"__________________."

“Who”"with"3"characteris=cs"

Outcome/Job"

Problem/Barrier"

Root"Cause"

Emo=on"

The Problem Statement Brainstorming

The 2x2 The Storyboard Visioning

The Empathy Map

SAY

DO

THINK

FEEL

D4D | Empathy Map

What%mo(vates%me%is:%______________________________%

You have research findings and want the team to understand what they mean at a deeper level.

WHYuse it

WHENto use it

• To sink into a user’s perspective and related emotions.• To uncover underlying motivations and beliefs that drive behaviors and words.• Feelings are key to delivering delight.

Time: 20-30 minutes per user

1.PLAN: Set out Sharpie markers and Post-Its 2.UNPACK FIELD RESEARCH: What ‘s surprising? Individually, write down your top 3 observations. Then, as a group, share each user’s story out loud, one at a time. Take notes on Post-Its, capturing observations, quotes, and inferences.

3.WALK THE MAP: Sticking Post-Its in the appropriate areas, starting with the explicit (say, do) and then to the implicit (feel, think) for each observation. “What did this person...

SAY? (quotes and keywords)DO? (actions and behaviors)FEEL? (infer emotions using words/facial expression) THINK? (infer beliefs, logic – if I do this, then...)

HOWto do it

The Problem Statement

Problem Statement

•  I"am"________________________________."

•  I"am"trying"to"_________________________,"

but"_________________________________"

because"_____________________________,"

which"makes"me"feel"__________________."

“Who”"with"3"characteris=cs"

Outcome/Job"

Problem/Barrier"

Root"Cause"

Emo=on"

I  am  an  overweight  employee  with  a  full-­‐4me  job  and  a  toddler  at  home.

I  am  trying  to  get  regular  exercise,but  I  can’t  find  the  4mebecause  I  spend    all  of  my  free  4me  playing  with  my  daughter  ,which  makes  me  feel  powerless  to  control  my  weight.

You have a hypothesis, or understanding, about the customer problem and need to articulate it to gain shared-vision or customer feedback.

WHYuse it

WHENto use it

Enables stakeholders to clarify the problem, the root causes and associated emotions. Use the problem statement with the target customer to get feedback on how well this statement reflects their problem, and how painful this problem is relative to others, from their perspective.

Time: 5-10 minutes per Problem Statement

1.WRITE the problem statement template on a large board or poster (or print the problem statement template).

2.Each team member should GENERATE their own problem statement, filling in the 5 phrases. 3.SHARE all problem statements with group

4.CHOOSE which problem statement(s) to test with customers

HOWto do it

Brainstorming

You want to generate a bunch of ideas, form a variety of perspectives – quickly.

WHYuse it

WHENto use it

•To generate many new ideas -- quickly• Incorporate diverse perspectives• Probe more deeply into a problem or opportunity area

Time: 30-40 minutes

1.SET CONTEXT by grounding participants in the problem or opportunity space, project history, personas and insights.

2.WARM UP. Use a group exercise to get energy up.

3.FOCUS ATTENTION by writing a provocative “How Might We...?” or “What ways can...?” question on the board.

4.QUIET IDEATION. To balance different thinking styles, spend 2-3 minutes capturing ideas individually, one idea per Post-It. Use Sharpies.

5.ENGAGE EACH PARTICIPANT by asking them to share an idea.

6.REINFORCE the idea by repeating and clarifying it, then sticking it on the board.

7.BROADEN: When ideation slows, build on ideas.

8.CLUSTER ideas into themes.

HOWto do it

The 2x2

These are the best ideas for the project goals

When you have a number of ideas, and need to evaluate them to narrow your focus.

Explore relationships and tensions between two goals, values, motivations, or other characteristics. Prioritize your ideas using criteria important to you and your customers.

WHYuse it

WHENto use it

1.EXPERIMENT with word pairs for axis labels. Often, it takes a few iterations to arrive at useful labels for analyzing ideas.

2.PLACE idea Post-Its in the appropriate quadrants. You should have Post-Its in all quadrants. If you find they are all clustered in one quadrant, brainstorm another axis label.

3.PHOTOGRAPH the populated 2x2 and the related notes.

4.ITERATE. Develop multiple versions of 2x2’s to uncover additional insights and refine your point of view on which ideas to explore first.

HOWto do it

The Storyboard

1.   Customer Problem

3. Customer

Benefit 2. PROPOSED SOLUTION & EXPERIENCE!

When you have an idea and want feedback on how well it solves the customer problem, meets the customer’s criteria, or delivers a big customer benefit.

WHENto use it

Enables your team to iterate quickly on new concepts before spending time designing or building high-fidelity mockups. Storyboards can also be used to gain deeper insight into the customer’s experience.

WHYuse it

Time: 60 minutes per iteration, including customer feedback

1.SELECT an idea or problem to storyboard

2.DETERMINE WHAT YOU WANT TO LEARN: 1.ASK the team “What would be good about this solution?” Be very specific (e.g., “Make it Easy” is too broad) 2.NARROW to the top 2-3 reasons. This is the hypothesis that you’ll test for this idea.

3.CREATE A SCRIPT. Place a Post-It in each cell. 1.Write the customer BENEFIT in the last cell. 2.Describe the customer PROBLEM in the first 1-2 cells 3.Use the cells in-between to show how the story unfolds (your SOLUTION).

4.REPLACE each Post-It with a sketch of a key scene of the story.

5.PILOT your storyboard: Have someone who doesn’t know the story read it aloud and tell you what’s confusing. Revise.

6.GET CUSTOMER FEEDBACK. Have the customer tell you what is happening in each cell. Then get their reaction to the problem, idea, and the benefit.

HOWto do it

Visioning

•You need to articulate and align your team on an inspiring overarching vision. •You need to bring deeper meaning to an existing vision statement.

WHENto use it

•To establish the emotional connection to why this outcome is important for you and your team. •To understand the relationship between current state and where you want to be.

WHYuse it

Time: 90+ minutes

“D4D is our number 1 weapon in attaining growth and there is no #2” - Scott Cook

Thank you