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#intuitinnovationFIELD WORKBOOK
IMMERSION
DESIGN WITH EMOTION

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Intuit’s #1 Core Capability “Design for Delight” is about evoking positive
emotion throughout the customer journey, by going beyond customer
expectations in delivering awesome product experiences that people
want to tell the world about. Design for Delight principles are practiced
throughout the company, and have become Intuit’s #1 core capability.
WHAT IS D4D?
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A message from Brad Smith, President and CEO
INNOVATION AT INTUIT
This new landscape presents all of us with both great opportunities and great challenges.
Many of the most innovative companies are transitioning to an experiment driven culture,
where it is not the opinion of the highest paid person in the room that drives key deci-
sions, but the data derived from experiments. In this new data-driven world, the role of
leader is changing. No matter what you do or where you do it, strong innovation skills are
a critical part of the modern workplace.
At Intuit, we have experienced this first hand. The tools and techniques you will learn to-
day have helped turbocharge our own innovation culture, inspire our employees and ulti-
mately delight our customers.
Our hope is that when you leave today, you will be armed and inspired with a new set of
skills to lead innovation in your own organizations. So roll up your sleeves and enjoy your
day innovating the Intuit way!
Brad
You are part of a select group invited to participate in this event.
We are excited you are here and excited to share our approach
to innovation with you, our partners and friends.
Today, we are living in a world where the pace of change is not
evolutionary, but revolutionary. As the world becomes more
global and more connected, new models and methods are re-
shaping the way we do business across industries and cultures.
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IN A NUTSHELL
Immersion is about using emotional design to create awesome customer
experiences.
WHAT WE’LL COVER
The workshop is designed to help you:
• Define what your product or service is and what it stands for.
• Uncover and shape what others perceive it as.
• Get at the root of human emotion, experience, and motivation in service
to molding your product to become something incredibly unique.
GOAL
To learn the mechanics behind and the importance of emotion in designing
a holistic, end-to-end experience.
WHO IT’S FOR
Whether you’re on your own or entrenched on a team, Immersion is for
entrepreneurs and innovators, small business owners and government em-
ployees, non-profits and people looking to jump start an idea—and every-
one in between.
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GET OUT OF THE BUILDING
One of the best ways to learn is immerse yourself in an experience, whether it’s online (here’s looking at you, gam-
ers) or in real life (think Disney). Today we’re going to get out of the building and visit a couple of different places to
study what type of experience they create for their customers. (Rain plan, because you should always have a back
up plan: visit websites and products online.)
An experience starts from the moment
someone interacts with your company
or your product. It can be as soon as
someone steps steps into your store or
visits your website, or when they first
see a commercial or a tweet. When-
ever they’re first aware of what you
do—and how you do it.
By looking at both companies or prod-
ucts who are in your field and those
outside your area of expertise you can
both be inspired by and learn from
others. This includes everything from
color choice on the signs to what type
of music (if any) is played.
Imagine if you walked into your local grocery store and they gave you chocolate and champagne upon arrival. Or as
you shopped in your local hardware store they dimmed the lights and blasted “Enter Sandman.” (Metallica, if you’re
reading this, we dig you. Really.) How would that make you feel? What kind of experience are they striving to cre-
ate?
As the saying goes, the devil’s in the details. Throughout this workshop, you’ll learn step-by-step how to create how
Intuit approaches creating memorable experiences. We’ll share how we’re inspired to think differently about the
challenges we face and how we approach them.

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By observing what things look, feel, and sound like, you’ll be able to distill the underlying learnings to your own
product, service, small business, or budding side gig idea.
Answer the following questions regarding your visit to 2 assigned places. Everyone should fill out a sheet (on
their own). It’s great to talk about your observations, but please hold off on synthesizing or pulling out key in-
sights until we regroup as a team.
YOUR NAME:
ACTIVITY
INSTRUCTIONS
NOTES
1st Site Visit Location:
2nd Site Visit Location:
TIME (35min):
TIME (35 min):
• Give yourself 5 minutes before you enter each location to fill out the pre-experience questions.
• Take 5 minutes at the end of each location to fill out the post-experience questions.
• Meet back at
GET OUT OF THE BUILDING

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Location 1
NAME OF LOCATION:
What words do you think customers
associate with the brand name?
Describe the benefit they provide to customers?
(Can be rational or emotional).
PRE-EXPERIENCE
What is the expectation based on? (Marketing,
brand, friend told you, stigma of profession).
Did the experience meet your expectations?
Why or why not?
How did your experience align to the image they
project to the world? How does this help them
differentiate themselves from their competition?
POST EXPERIENCE
Thinking of your experience, how could you apply
aspects of the experience to other businesses?

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TASK 1: Act like a CUSTOMER – how do you feel
about the sale items that are presented? Does the
store have a natural flow? What about the store
helps to convey its brand/image? Are those things
accomplishing their goal?
DURING EXPERIENCE
TASK 2: Observe the SALES STAFF – are they
accurately representing the brand/image the store
is trying to promote? How so / not so?
TASK 3: Pretend you are the OWNER – are
you proud of the store/brand that you created?
What are you most proud of? What do you
think you could do to better your store/image, if
anything?
Location 1
Describe your impressions during your visit:
How did you feel?
What were delighters?
What were some concerns/problems?

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NOTES &
DOODLES

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Location 2
NAME OF LOCATION:
What words do you think customers
associate with the brand name?
Describe the benefit they provide to customers?
(Can be rational or emotional).
PRE-EXPERIENCE
What is the expectation based on? (Marketing,
brand, friend told you, stigma of profession).
Did the experience meet your expectations?
Why or why not?
How did your experience align to the image they
project to the world? How does this help them
differentiate themselves from their competition?
POST EXPERIENCE
Thinking of your experience, how could you apply
aspects of the experience to other businesses?

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TASK 1: Act like a CUSTOMER – how do you feel
about the sale items that are presented? Does the
store have a natural flow? What about the store
helps to convey its brand/image? Are those things
accomplishing their goal?
DURING EXPERIENCE
TASK 2: Observe the SALES STAFF – are they
accurately representing the brand/image the store
is trying to promote? How so / not so?
TASK 3: Pretend you are the OWNER – are
you proud of the store/brand that you created?
What are you most proud of? What do you
think you could do to better your store/image, if
anything?
Describe your impressions during your visit:
How did you feel?
What were delighters?
What were some concerns/problems?
Location 2

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NOTES &
DOODLES

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IMMERSION
AT INTUIT.
Get out of the building. Open your eyes and your ears.
Pay attention to the little details.
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Learn More About Innovation at Intuit
http://bit.ly/IntuitCatalyst
BROUGHT TO YOU BY THE
INNOVATION CATALYSTS