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Suzanne Pellican, chief design strategist for Intuit Small Business Group, presents at Back End of Innovation 2013.
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APRIL 7, 2023
HOW WE INNOVATE
SUZANNE PELLICAN #INTUITINC, @BEI13
BACK END OF INNOVATION
@INTUITINC #BEI13
IMPROVE OUR CUSTOMERS’ FINANCIAL LIVES SO PROFOUNDLY… THEY CAN’T IMAGINE GOING BACK TO THE OLD WAY
OUR MISSION
@INTUITINC #BEI13
CORE CAPABILITIES | HOW WE DIFFERENTIATE
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
TRADITIONAL THINKING DESIGN THINKING
DESIGNING FOR DELIGHT
DESIGNING FOR CORRECT
@INTUITINC #BEI13
4 + 4 = 8 8 = 4 + 4
= 2 + 6
8 = 4 X 2
= 12 - 4
8 = 24/3Discovery of what is “right”.The so-called “correct” answer.
Discovery of what WORKS.An infinity of POSSIBLE answers.
TRADITIONAL THINKING
DESIGNING FOR DELIGHT
DESIGNING FOR CORRECT
DESIGN THINKING
APRIL 7, 2023
EVOKING POSITIVE EMOTION BY GOING BEYOND CUSTOMER EXPECTATIONS IN EASE AND BENEFIT THROUGHOUT THEIR CUSTOMER JOURNEY
DESIGN FOR DELIGHT
...so people buy more and tell others about their experience
@INTUITINC #BEI13
DESIGN FOR DELIGHT
KNOW YOUR CUSTOMERBETTER THAN THEY KNOW THEMSELVES
DEEP CUSTOMER EMPATHY
TO GET TO ONE GREAT IDEA,YOU MUST CREATE LOTS OF IDEAS
GO BROAD TO GO NARROW
CHOOSE WHAT’S MOST DELIGHTFUL, NOT WHAT’S EASIEST…OR CHEAPEST…
GO BROAD TO GO NARROW
WATCHING WHAT THEY DO IS WAY BETTER THAN LISTENING TO WHAT WE SAY
RAPID EXPERIMENTS WITH CUSTOMERS
@INTUITINC #BEI13
INNOVATION MECHANISMS
DEMOCRATIZED INNOVATION
UNSTRUCTURED TIME… 10% time to pursue your ideas
INNOVATION AWARDS… 3 months time for top innovators
BRAINSTORM…connecting people to help ideas grow
IDEA JAMS…dedicated day to move ideas forward
180 INNOVATION CATALYSTS…drive D4D in the DNA to drive innovation
RAPID EXPERIMENTS, LEAN START-INS…test our hypotheses with customers “in the wild”
@INTUITINC #BEI13
UNSTRUCTURED TIME
10% TIME TO EXPLORE YOUR PASSION
Use it weekly Use it weekly Accumulate blocks of time
@INTUITINC #BEI13
Scott Cook Founder’s Award
INNOVATION AWARDS
REWARDING AND RETAINING OUR TOP INNOVATORS
Scott Cook Innovation Award
@INTUITINC #BEI13
IDEA JAMS
DEDICATED DAY(S) TO MOVE IDEAS FORWARD
INNOVATION CATALYSTS
LET’S TAKE A TOUROUR SPACE
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