Suzanne Pellican, chief design strategist for Intuit Small Business Group, presents at Back End of Innovation 2013.

1. BACK END OF INNOVATION
HOW WE
INNOVATE
NOVEMBER 22, 2013
SUZANNE PELLICAN #INTUITINC, @BEI13

2. OUR MISSION
IMPROVE OUR
CUSTOMERS’ FINANCIAL
LIVES SO PROFOUNDLY…
THEY CAN’T IMAGINE GOING
BACK TO THE OLD WAY
@INTUITINC #BEI13

3. CORE CAPABILITIES | HOW WE DIFFERENTIATE
Customer-driven Innovation
fin a
n
important
problem
Design for Delight
that we and
those we enable
can solve well
with durable
advantage
LOVE METRICS
d
Deliver the customer benefit
Active product usage
@INTUITINC #BEI13

4. TRADITIONAL THINKING
DESIGN THINKING
DESIGNING
FOR CORRECT
DESIGNING
FOR DELIGHT
Flawless planning
Enlightened TRIAL & ERROR
Avoid failure
Fail FAST
Rigorous analysis
Rigorous TESTING
Presentations
Lightweight EXPERIMENTS
Arm’s length customer
research
DEEP CUSTOMER IMMERSION
CONTINUOUS
Periodic
DOING
Thinking

5. TRADITIONAL THINKING
DESIGN THINKING
DESIGNING
FOR CORRECT
DESIGNING
FOR DELIGHT
4 + 4 = 8
8 =4 + 4
=2 + 6
8 =4 X 2
= 12 - 4
8 = 24/3
Discovery of what is “right”.
The so-called “correct” answer.
Discovery of what WORKS.
An infinity of POSSIBLE answers.
@INTUITINC #BEI13

6. DESIGN FOR DELIGHT
EVOKING POSITIVE
EMOTION BY GOING
BEYOND CUSTOMER
EXPECTATIONS IN
EASE AND BENEFIT
THROUGHOUT THEIR
CUSTOMER JOURNEY
NOVEMBER 22, 2013
...so people buy more and tell
others about their experience

7. DESIGN FOR DELIGHT
@INTUITINC #BEI13

8. DEEP CUSTOMER EMPATHY
KNOW YOUR
CUSTOMER
BETTER THAN THEY
KNOW THEMSELVES

10. GO BROAD TO GO NARROW
TO GET TO
ONE GREAT IDEA,
YOU MUST CREATE
LOTS OF IDEAS

12. GO BROAD TO GO NARROW
CHOOSE WHAT’S
MOST
DELIGHTFUL, NOT
WHAT’S EASIEST…OR
CHEAPEST…

13. RAPID EXPERIMENTS WITH CUSTOMERS
WATCHING WHAT
THEY DO IS WAY
BETTER THAN
LISTENING TO
WHAT WE SAY

16. 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

17. UNSTRUCTURED TIME
10% TIME TO EXPLORE YOUR PASSION
Use it weekly
Use it weekly
Accumulate blocks of time
@INTUITINC #BEI13

18. INNOVATION AWARDS
REWARDING AND RETAINING OUR TOP INNOVATORS
Scott Cook Innovation Award
Scott Cook Founder’s Award
@INTUITINC #BEI13

19. IDEA JAMS
DEDICATED DAY(S) TO MOVE IDEAS FORWARD
@INTUITINC #BEI13

20. INNOVATION
CATALYSTS

23. OUR SPACE
LET’S TAKE A TOUR