This presentation is about Intuit innovation culture that includes topics like Intuit innovation journey, customer obsession, design thinking, learning from failures and autonomy, mastery and purpose.

1. Michael Kalika
Chief Architect, Intuit Israel
What makes a strong
Innovation Culture?
December 7, 2020

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Why some companies are more innovative than others?

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Why great talent prefer working for certain companies?

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About me
- Chief Architect of Intuit Israel
- Innovation Catalyst at Intuit
- Vice President of IASA Israel
- Background in development, operations, and
management
- Astronomer and astrophotographer
- Father of three
https://www.linkedin.com/in/michaelkalika
Michael Kalika
Rishon LeZion, Israel

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What we will cover
Customer Obsession
and Design Thinking
Intuit Design
Thinking Journey
Learning From
Failures
Autonomy, Mastery
and Purpose
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7. Founded by
Scott Cook &
Tom Proulx
1983
Went public
on Nasdaq
1993
20 locations,
9 countries
Locations
9,000+50M ~$6.8B FY19
Revenue
Customers
worldwide
Employees
worldwide
Who we are

8. 2004 - 2019
Most Admired:
Computer Software
2002 - 2019
100 Best Companies
to Work For
2019
Most Innovative
Companies
2019
Companies Best
Positioned For Breakout
Growth
Recognized as one of the world’s leading companies
2017 - 2019
Best High Tech
Companies to work for

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At Intuit, innovation is everyone’s job
— Brad Smith, Executive Chairman of Intuit's board of directors and former CEO
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Intuit transformation began in 2004
with adoption of famous
NET PROMOTER SCORE (NPS)

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Net Promoter Score
DETRACTORS PASSIVES PROMOTERS
1 2 3 4 5 6 7 8 9 100
NPS =
% of
PROMOTERS
% of
DETRACTORS-
How likely are you, on a scale of
0 to 10 to recommend the
product or service to a colleague
or friend?

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NPS Example
http://www.npscalculator.com

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In 2007, Intuit faced a tough

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The NET PROMOTER
SCORE was stalled

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A NEW approach
was required

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A brand is no longer what we tell
the consumer it is - it is what
consumers tell each other it is
— Scott Cook, Intuit Founder
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Company Reinvention as a DESIGN DRIVEN Company
WHAT TO SOLVE HOW TO SOLVE
CUSTOMER-DRIVEN INNOVATION (CDI) DESIGN FOR DELIGHT (D4D)
An important,
unsolved
customer
problem
…that we, and
those we
enable, can
solve well
…and build durable
competitive advantage
SUCCESS
IS
HERE
Deep customer
empathy
Go broad to
go narrow
Rapid experiments
with customers
DELIGHT

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A talented design leader
was selected to drive
D4D program
Design Director
KAAREN HANSON

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A team of 10 design-thinking coaches
INNOVATION CATALYSTS
was formed

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They organized multiple design-thinking forums,
formed D4D framework and established global
INNOVATION CATALYST communities and network
Innovation Catalysts at Intuit commit 10% of
their time to help other employees use D4D
innovation framework on their work, coach,
facilitate and teach others customer
obsession in everything we do.

21. Customer Obsession
and Design Thinking

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Our product manager is the
one who tells us about the
customer and the problem we
need to solve. Do I need to
know anything else?
What is the biggest
customer pain?
Who are my
customers?
Would our customers
recommend our
products to their
friends?
How do we measure
customer satisfaction
and conformance to
requirements?

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Design Thinking
Is an iterative process that helps understand users (customers), challenge assumptions, and
redefine problems.
https://www.interaction-design.org/literature/article/what-is-design-thinking-and-why-is-it-so-popular

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End customer who
consumes products
or services
EXTERNAL
INTERNAL
Data Scientists or Analysts
who need data from your
systems
Who are your customers?
Coworkers who need
your infrastructure or
service
INTERNAL
Manager who need
to share project
status with
stakeholders
INTERNAL
Those who consume your work

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I need...I need...I need... eed...
How do we know our
customer needs?

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Follow Me Homes
WHY
Our #1 way to get deep customer empathy
Fall in love with the problem, not with the solution
Feel natural customer environment
HOW
Observe, don't interview
"Can you show me how you do it now?"
Don't pitch your idea
Open Ended questions
Savor surprises

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Problem Statement
I am:
Citizen who wants to submit a case for tax return
I am trying to:
Fill the required papers and forms
But:
I have to invest a lot of effort and it takes a lot of time
Because:
It’s hard to understand the requirements, a lot of papers to fill and it’s hard to collect all information
Which makes me feel:
Scared, slow, frustrated and exhausted.

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Ideal State
In a perfect world:
Within few clicks and question answers I could automatically have most of the papers filled and submitted
The biggest benefit to me is:
It saves my time and I know there are no mistakes
Which makes me feel:
Happy, efficient and confident

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Problem Explorer
Go broad to go narrow
What’s stopping?
What else?
1. Complex and
frequently changing
tax rules
2. It takes time to collect
all information and fill
forms
Why solve this?
Why else?
Saves time and gives
confidence for citizens
Saves time for Tax
Authorities and gives them a
confidence
Original Problem
(start here)
Tax Return is complex,
time consuming and error
prone
Narrower
Problem
How to implement
automated Tax Return
service based on bank
statements that everyone
trust?
Broader Problem
Insufficient Trust between
Tax Authorities and
citizens

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Solution Prioritization
High Value
Low Cost
Low Value
High Cost
Build Buy Ask for Help
Do partially,
trade-offs

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Paper Prototyping
Source: http://aaronbrako.com/prototyping

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Digital Prototyping
Source: https://sympli.io/blog/lean-ux-and-low-fidelity-prototyping-with-adobe-xd-and-sympli/

33. Learning from Failures

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FAILURES are
Unavoidable
successful people don't
fear failure but understand
that it's necessary to learn
and grow from
— Robert Kiyosaki

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Each problem is
an opportunity
because it can
tell a story about
why and how it
occurred.
Philosophy of Root Cause Analysis
It is critical
that everyone
takes a personal
and active
role in
improving
quality.
The "true"
problem must
be understood
before action is
taken.
Be focused and
open-minded
MUST 1
MUST 2
Be patient and
quick
MUST 3
Be relentless, but
avoid critiques

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WHY
Drove fast
5 WHYs
WHY
Late to work
WHY
Woke up late
WHY
Alarm clock
didn’t ring
WHY
Forgot check
if it was set
last night
Problem: Alex made a road accident

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Record Times and Customer Impact
Start Time Time to Detect Time to Engage Time to Repair Time to Restore
10-04-2020 07:26:00 PM
12 Minutes
10-04-2020 07:38:00 PM
23 Minutes
10-04-2020 07:49:00 PM
49 Minutes
10-04-2020 08:15:00 PM
51 Minutes
10-04-2020 08:17:00 PM
Products / Modules / Services Impact Details
(# Transactions / Customers impacted / Errors seen)
% Impact
Product XXX Service YYY was unavailable and observed 1,541,719 request failures. 45

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Document Action Items
# Corrective Actions Owner / Team Due Date Task Reference
(JIRA or similar)
1 Configure “house on fire alerts” John Smith November 1st 2020 RCA-1234

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Share RCA documents across the company

40. Autonomy, Mastery and
Purpose

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It doesn't make sense to hire smart people and then tell them
what to do; we hire smart people so they can tell us what to do.
— Steve Jobs

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At Intuit, each and every employee is
expected to think like an entrepreneur,
and it’s everyone’s job to create, to invent,
and to look for new and better ways to
improve our customers’ lives.

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Unstructured Time
10% unstructured time to work on own initiatives like
● Being innovation catalyst.
● Participating in Capability Innovation Circle program and joining initiatives in other teams or
business units.
● Work on a special passion initiatives.

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Global Engineering Days
It’s a week outside the race of scrum where
technologists are free to work on a special
passion project, something fun, something
that might not normally be a priority.

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Horizon Innovation Program
● Share your business idea by submitting a 3 minute video and answering a few
questions.
● A Portfolio Team reviews and selects a few.
● The chosen initiatives receive resources, funding and advisors to build it.
● You build the next Intuit business that Powers Prosperity around the world.

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Key Takeaways
Be Customer Obsessed and encourage Design Thinking
Use Go broad to go narrow technique
Do Follow Me Homes with your customers
Learn from Failures and share Lessons Learnt
Form innovation lead community and practices
Practice Autonomy, Mastery and Purpose in your teams
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47. Thank you!
Questions?
https://www.linkedin.com/in/michaelkalika
Chief Architect, Intuit Israel
Innovation Catalyst