"Design for Delight": Delivering experience as a product
1. From “Good” Experience to “Memorable” Experience
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
2. E x p e r ie n c e A s
E c o n o m ic Va lu e
Joseph Pine, MIT Sloan School of Management
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
3. What is a‘Memorable’ experience?
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
4. NEUTRAL
ANXIETY
DELIGHT
PLEASANT PLEASANT
BOREDOM ANXIETY
NEUTRAL
BOREDOM
A‘Memorable’ experience evokes intense
positive emotion in response to a specific
5. This is what ‘Intuit’ as a company
stands for…
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
6. Going beyond customer
expectations in delivering
ease and benefit, evoking
positive emotion throughout
the customer journey…
D e s ig n f o r D e lig h t
(D4 D)
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
7. ...so people buy more and
tell others about their
experience
D e s ig n f o r D e lig h t
(D4 D)
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
8. W h y w e e x is t a s a
c o m p a n y…
Mission: To be a premier innovative growth company
that improves our customers’ financial lives so
profoundly… they can’t imagine going back to the old way
We serve these end customers “Better Money Outcomes”
Financial… making & saving
money, grow & profit
C ons ume rs S m a ll B u s in e s s e s
Productivity… turning drudgery
into time for what matters most
…and those who serve them
Compliance… without even
H e a lt h having to think about it
F in a n c ia l
A c c o unta nts C a re
In s t it u t io n s Confidence… from the wisdom &
P la y e r s
experience of others
9. H o w w e d if f e r e n t ia t e …
Intuit applies two core capabilities to delight customers…
C u s t o m e r D r iv e n D e s ig n f o r D e lig h t
In n o v a t io n
Find an important
That We Can
Customer
Solve Well
Problem that’s
Unsolved
• Deliver the customer benefit
• They actively use
• They proactively recommend
11. T h r e e P illa r s o f D 4 D
creating
knowing your multiple options
customers and then
better than they intentionally
know choosing to
themselves... investigate
the better you those that have
know your the potential to
customer, the delight... to
more likely you come up with a
will be to find a great idea, you
way to delight need a lot of
them! ideas!
consistently trying out
ideas with customers
to gauge their
response... make sure
that you don't go very
far down a path before
getting feedback!
12. “No lunch. Can't afford to
go out today. Yes, That's
water for lunch. I might
have to cut that expense
as well.”
“I have looked at cutting
every expense that I can
this year...”
- Quickbooks Customer
Deep Customer Empathy
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
13. G o in g D e e p in E m p a t h y
SAY THINK
Customer Interview Deriving High Level
Debrief ‘Problem Statement
DO FEEL
Empathy Map
14. “The best way to have a
Good idea is to have lots
of ideas”
- Linus Pauling
Go Broad to Go Narrow
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
15. G o in g B r o a d t o G o
N a rrow
Brainstorming Clusters from
to find Affinity analysis
alternatives
2X2 Narrowing Matrix
16. “Many times my customers
ask me for a signed
invoice, it is treated as a
mark of mutual agreement
on the price.”
- Feedback from
QuickBooks Online
customer
Rapid Experimentation with
Customers
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
17. V a lid a t in g o n t h e G o
Rapid Experimentation with Customers through Concept Storyboarding
18. Te s te d c o n c e p t to
H y p o t h e s e s V a lid a t io n
19. M e a s u r in g w it h ‘ D e lig h t
M e t r ic s ’
Ease
1.Set Confidence Goals 1.Define Critical Tasks
[majority selects top that people do most
two boxes – score 6-7 of the time
2.User opinion about Confidence Score Success Score 2.Identify their
correct action taken barriers
on a 7 point scale 3.Set target success
3.How many would Unexpected Wow Positive Emotions rates
recommend the 4. Report the % of
product to others. Use users who
‘Net Promoter’ Score successfully
1.Set WOW goals. What completed tasks
are the true delighters
2.Ask users to rate an
experience on a 7
point scale
3.Report % of users who
select top 2 choices:
Much better than
Expected & Somewhat
Better than expected
20. C u s t o m e r L o v e M e t r ic s
Would you recommend the product to others
E x t r e m e ly E x tre m
lik e ly N e utr e ly
al u n lik e ly
10 9 8 7 6 5 4 3 2 1 0
P ro mo te r D e tra c to r
P a s s iv e
Net
P ro mo te r = % P ro mo te r minus % D e tra c to r
S c ore
21. You can not decide the way forward
Assuming the answer already exists!
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
22. You have to design the way forward
New options need to be imagined
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
23. That was a lot of talk..
How does it look in practice!
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
24. D 4 D in P r a c t ic e
Intuit Small Business Group (SBG) wanted to
create a portal for Small Business in the US,
where these businesses will come for assistance,
information, and resources.
Small Business
Resource Center
25. 1. D i s c o v e r : What do the Small Businesses
need
The team started their journey with several rounds
of Small Business and Financial Institution on-site
visits and interviews to get Deep Customer
Empathy.
The objective of the visits was to get to know the
customer by watching them do their daily work.
Their goal was to observe the daily tasks and
uncover existing problems and opportunities.
26. 2 . D e f i n e : Articulate the problem you want to
solve
Example of a Problem Statement
After several rounds of on-site visits,
the Intuit team met to review the
observation notes and findings from
each visits. The team went through
several rounds of Painstorming and
Brainstorming activities staring with
creating clear Problem statements.
27. Persona Journey Touch
Description points
Empathy
notes
Prioritized
Problem Area
Attitude &
Motivation
Keywords
Customer Journey Line Mapping
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
28. 2 . D e f i n e : Articulate the problem you want to
solve
Example of a Problem Statement
After several rounds of on-site visits,
the Intuit team met to review the
observation notes and findings from
each visits. The team went through
several rounds of Painstorming and
Brainstorming activities staring with
creating clear Problem statements.
29. 3 . V a l i d a t e : Rapidly iterate with customers
Example of a Concept Storyboard
The team continuously validated the
emerging ideas with the customers
(small businesses) to get valuable
feedback and suggestions that
helped them course correct and
make the offering more fine tuned
30. 4 . S y n t h e s i z e : Realize the most optimal
solution
The solution brainstorming produced
some interesting ideas, and it led to
re-positioning the offering to be a
vehicle between the small
businesses and Financial
Institutions who are looking to be
‘ t r u s t e d a d v i s o r s ’ to
the small business communities
31. D 4 D Im p a c t
Where the team Where they
started arrived
D4D
Strategic
Advantage
Active 2 way
To a n
Process channel
Idea for SMB E n g a Small
between g i n
From a
Community g
Businesses and
Information
To o l FIs that
Portal E x p emutual
r ie
provides
n c e Customer
benefits to both
Delight
Product
Viability
32. Open to Questions…
AIPMM & Adaptive Marketing – Monthly Product Professional Networking Event 17 March 2012, Bangalore
Notas del editor
Let’s watch this video from Joseph Pine, author of “Mass Customization” and MIT Sloan Fellow Video to be played: JosephPine_2004-480p-en.mp4
How should one then define a memorable experience?
Here is a diagram that depicts Human Emotional landscape. It has four axes points ranging all possible combination of emotional state of mind Research shows that the ‘Delight’ happens in the upper right segment of Neutral Anxiety-Pleasant Anxiety
This constant pursuit for delivering ‘delight’ to it’s customers is what has come to define “Intuit’ as a company
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With the visual storyboarding the customer feedback become more focused and specific
Most of the crucial decisions about the product or offerings are decided assuming the answers to problems already exist
Most of the crucial decisions about the product or offerings are decided assuming the answers to problems already exist
Let’s look at a real example of how one of Intuit’s teams in the US used D4D to bring about true “experience innovation”
In a specific context, there may be more than one problem that may need solutions Next task is to prioritize the task that you need to solve as a company
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In a specific context, there may be more than one problem that may need solutions Next task is to prioritize the task that you need to solve as a company
Visually depicting the ideas and concepts help eliciting deeper reaction from the customers, they are able to give you more specific feedback
Next you lead into a solution brainstorming and realization phase where you look at both the strategic and tactical aspects of the offering possibilities. All the rich insights from the Empathy phase and the knowledge of the ecosystem the offering is to be marketed, puts you in a position of advantage to make wise design choises
So what really happened here. They started with one idea. They applied the D4D process. And they arrived at a very different place that provides a strategic advantage, product viability and customer delight all in one go! From an idea of building a tool, they arrived at an engaging service experience concept The impact of the process is only realized when you look back from where you started and where you have arrived.