© 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)
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-
-
-
-
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