This is the presentation I used to deliver my talk at the USID 2010 Conference in Hyderabad on 20-Nov, 2010. It was based on the Design Thinking exercise facilitated by the Intuit team. The presentation was created using the photographs and artifacts created by our team during the workshop.

1. Design for Delight – Involving your Customers
A presentation on Innovation & Design Exercise Facilitated by Intuit
Pardha Saradhi Mantravadi
USID2010
India FOUNDATION

2. Design for Delight (D4D) Methodology
• Presentation on the D4D ‘PainStorm’ approach
• Created by me to help in my talk on the process
• Followed by our team in the Innovation JAM workshop
• Facilitated by team members from Intuit
• Conducted at USID 2010,Hyderabad from 18-20 Nov, 2010
What is this Presentation about
What it is not!
• An authoritative representation of the D4D methodology
• Detailed presentation of the approach

3. Designing Delightful Customer Experiences
Design for Delight (D4D) Methodology

4. Design for Delight (D4D) Methodology
• Deep Customer Empathy
• Go Broad, go narrow
• Rapid experiments with customers(users)
What does it take

5. Design Thinking – Identify Problems first!
Technology
Business
Component View Logical View
Process View
Problem Domain
Platform Independent
Model (PIM)
Analysis
Solution Domain
Platform Specific
Model (PSM)
Design
First, get this right!
First, Identify the right problems

6. • Conduct user interviews - Talk to customers
• Ask the right questions
• Listen carefully – take notes down
• Observe expressions and body language
• Look out for pain areas, challenges, breakdown
scenarios
Interact with Customers/Users
Design for Delight (D4D) Methodology

7. Design Thinking Approach
• Customer Journeys
• Not about our product
• Focus on their experiences, expressions and emotions
Identify Key points

8. Design Thinking Approach
Identify Key points

9. Design Thinking Approach
• Say < What they said >
• Think < Thoughts >
• Do < Tasks/activities >
• Feel < Emotions >
Map Customer Journeys

10. Try to define problems
• I am… < describe your customer/user >
• I am trying to… < do a certain activity/task >
• But… < I am facing a problem >
• Because…< state the reasons >
• Which makes me feel… < emotional aspect >
Design for Delight (D4D) Methodology

11. Try to define problems
Design for Delight (D4D) Methodology

12. Problem Statement (Example)
Design for Delight (D4D) Methodology

13. Prioritize the Problems
• Classify the problems into 3 categories:
 Maximum Impact problems
 Must solve problems
 Unsolved issues
• Use color code to categorize the problems
 Green
 Red
 Blue
Design for Delight (D4D) Methodology

14. Prioritize Problems (Example)
Design for Delight (D4D) Methodology

15. Customer Evaluation
• Invite and Involve customers/users to :
 Evaluate the problems
 Assert if the problems are indeed the real pain areas
 Map them on the chart
• Use the Dart-board Chart
 How close/far the problems are to the customers’ pain areas
 Pick up those that are closer to the center
 Refine and rework those that are far from the center
Design for Delight (D4D) Methodology

16. Customer Evaluation (Example)
Design for Delight (D4D) Methodology

17. Customer Evaluation (Example)
Design for Delight (D4D) Methodology

18. Storyboarding
• Create story boards for the critical problems
• Individual story boards for each problem
• Specify the following from the customer perspective:
 Persona of customer/user < I am … >
 Problems faced < I face the problems… >
 Effects of the problem < Because of which… >
 Emotional impact < so, I feel… >
Design for Delight (D4D) Methodology

19. Storyboarding
Design for Delight (D4D) Methodology

20. Design Thinking Approach
Storyboarding (Example)

21. Design Thinking Approach
Storyboarding (Example)

22. • Team work always works!
• Innovation can come from ‘users’, not just from ‘us’ (Dev team)
• Flexible approach not a creativity-stifling ‘process’
• Need to put this into practice
• Ask me later about the efficacy ! 
Key Takeaways
Design for Delight (D4D) Methodology

23. And the Credit goes to…
• Prabukarthik
• Shrikant
• Parth Siddharth
• Satishkumar
• Shankar
• Pardha Saradhi
Team members

24. Its about People!
Team Members

25. Its about People!
Thank you, Catalysts (Intuit Team Members)!
• Catalysts, Intuit team members facilitated the sessions
• Moderated and helped us when we got stuck
• Thank you very much!

26. Thank You
Mail : pardhas@texavi.com
Mobile : +91 9819057757
Twitter : @pardhas
LinkedIn : pardhasaradhimantravadi
Blog : http://texavi.com/blog
Web site : www.texavi.com
Thank you