From Design Thinking to Design Doing

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"From Design Thinking to Design Doing" Suzanne Pellican's presentation from the O'Reilly Design conference on January 21, 2016 at Fort Mason in San Francisco, CA.

Diseño

Suzanne Pellican
@Pellican
#IntuitDesign
#DesignForDelight
from Design Thinking
to Design Driven

Intuit is…
Customer Focused
Design Driven
Technology Company

Our Mission
We exist to improve customers’
financial lives so profoundly,
they can’t imagine going back to
the old way.

Customer-driven Innovation Design for Delight
find an
important
problem
that we and
those we enable
can solve well
with durable
advantage
Two Core Capabilities

It’s 9 years in the making…
How did we get here?

20 years of market dominance
Customer centric
EASY and SIMPLE

By building like this
Requirements Design Build User
Experience

Designing for Correct
Six Sigma
Risk Aversion
ContinuousImprovement

What gets you here,
won’t get you there.

Act 2
2007 – 2013
Creating a culture
of innovation

Evoking positive
emotion by going
beyond customer
expectations in
ease and benefit
throughout their
customer journey
...so people buy more and tell
others about their experience

The big national stores can buy and sell
thousands of designs. I have to buy just a few
of many different designs, and it costs more.
– Julie, Owner, Paper Caper
“
Deep Customer Empathy
Know your customer better than they know themselves.

Go Broad to Go Narrow
To get to one good idea, you must create lots of ideas.
Choose what’s most delightful, not was easiest… or cheapest…

Rapid Experiments with Customers
Watch what they do more than listen to what they say

All of this in the context of
massive shifts.

The shifts
Desktop
US
Units
Product
Cloud
Global
Subs
Platform

Too many ideas
Method madness
Poor execution

Act 3
2013 – today
Executing on
innovation

Harmony
Design-driven re-imagination of QB in the cloud
2013

Ignite
Galvanize an entire organization around abold vision
2013

Leadership commitment
Design becomes the newnorm
“We are a design-driven company”
- Brad Smith
2014

Redefining Research
Vision and strategy from durableset of insights
2015

One Intuit design system
Beautiful and Believable Seams

Commit to design excellence
Nailing the customer benefits

How we build today
Build Design
Requirements
User
Experience
Insights

With the privilege & recognition
of DESIGN, comes the responsibility

Thank you!
@pellican
#IntuitDesign
#DesignForDelight

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From Design Thinking to Design Doing

1. Suzanne Pellican @Pellican #IntuitDesign #DesignForDelight from Design Thinking to Design Driven

2. Intuit is… Customer Focused Design Driven Technology Company

3. Our Mission We exist to improve customers’ financial lives so profoundly, they can’t imagine going back to the old way.

4. Customer-driven Innovation Design for Delight find an important problem that we and those we enable can solve well with durable advantage Two Core Capabilities

5. It’s 9 years in the making… How did we get here?

6. Act 1 1983 - 2007

7. 20 years of market dominance Customer centric EASY and SIMPLE

8. By building like this Requirements Design Build User Experience

9. Designing for Correct Six Sigma Risk Aversion ContinuousImprovement

10. What gets you here, won’t get you there.

11. Act 2 2007 – 2013 Creating a culture of innovation

12. Evoking positive emotion by going beyond customer expectations in ease and benefit throughout their customer journey ...so people buy more and tell others about their experience

13. The big national stores can buy and sell thousands of designs. I have to buy just a few of many different designs, and it costs more. – Julie, Owner, Paper Caper “ Deep Customer Empathy Know your customer better than they know themselves.

14. Go Broad to Go Narrow To get to one good idea, you must create lots of ideas. Choose what’s most delightful, not was easiest… or cheapest…

15. Rapid Experiments with Customers Watch what they do more than listen to what they say

16. That goes for culture too.

17. Ceo offsite

18.

19.

20.

21.

22. All of this in the context of massive shifts.

23. The shifts Desktop US Units Product Cloud Global Subs Platform

24. Too many ideas Method madness Poor execution

25. Act 3 2013 – today Executing on innovation

26. Focus the business Design at the table Design leads brand Full stack systems

27. Harmony Design-driven re-imagination of QB in the cloud 2013

28. Ignite Galvanize an entire organization around abold vision 2013

29. Leadership commitment Design becomes the newnorm “We are a design-driven company” - Brad Smith 2014

30. The QuickBooks brand Design-driven approach to bringingourbrand to life 2015

31. Redefining Research Vision and strategy from durableset of insights 2015

32. One Intuit design system Beautiful and Believable Seams

33. Commit to design excellence Nailing the customer benefits

34. How we build today Build Design Requirements User Experience Insights

35. With the privilege & recognition of DESIGN, comes the responsibility

36. Thank you! @pellican #IntuitDesign #DesignForDelight

From Design Thinking to Design Doing

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