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Smitha Papolu & Heidi Maghran
Cross-functional product journey
Getting to Wow
It takes a village in a customer-obsessed co...
QuickBooks is used by small businesses
TEAM PROJECTS
TORI is the owner of Zen interiors and has 2 employees and a contractor
TEAM PROJECTS
TORI is the owner of Zen interiors and has 2 employees and a contractor
Man cave
She shed
Man cave
Man cave
...
Managing projects
“Exploring the ‘Planning Fallacy’: Why People Underestimate Their Task Completion Times,” by Roger Buehl...
Business owners need to understand
the profitability of their projects.
30% of businesses fail in the first year,
50% fail...
Mission team
DRIVER
At Intuit, we’re customer-obsessed
Internal site with prior research
The usual, led by research team
Internal site with prior research
Design thinking training for cross-functional teams
The usual, led by research team
Cust...
Voice of the Customer
• Product experts
• Embedded in scrum, design &
product teams
• Interviews and recommend
enhancement...
Customers can tell us what’s important to them
Users Accounts
More options to customize
Job costing and Job Project Tracki...
We thought we had a solution because
we had something similar on desktop.
Customer profile
President of Zen Interiors
Tori Designer
Company Name
Slogan or tagline
QuickBooks profile
• QuickBooks O...
Tori’s call to QuickBooks support
3/8/2018 asking about the feature
Expectation: “I want to do job costing, I want a
job c...
Job costing
Domain knowledge
Product familiarity
Customer familiarity
Onboard
I am a
trying to
but
because
which makes me feel
Customer problem statement
I am a project-based business
trying to keep a track of all my project costs
but it’s painful to check my actual costs dur...
ALIGNMENT on the
CUSTOMER PROBLEM
Identify the main characteristics of businesses that had
this problem
Growing and
scaling
owners
New owners Comfortable
ow...
I don’t know if I’m making money,
now that I have a larger team and/or
more projects.
Design Provocation
Design Provocation
Not ready for a full solution, but start with an MVP in the right direction
2 3 IDEAL STATE1MVP
+ Definition of done
+ Mea...
ALPHA, BETA
Other challenges
Recruiting users for alpha
UserVoiceQuickBooks Product
Recruiting users
for alpha
Feedback to mailbox
Export to spreadsheet
“Costs don’t show automatically ”
“I still have to export to Excel”
“I have to manually compute”
What we heard about our a...
Face-to-face
innovating time
with engineering
Engineers were
not new to
customer
research…
But this time, they
came up with
concepts too
We’re excited,
but what
should we build
specifically?
Customer success data to help measure pain and address
those needs first
# of care contacts
Help articles viewed
Effort to...
Understanding problem together
to negotiate a good solution.
1. Engineer
2. Product manager
3. Design
Q: What if a user is needs to
choose x ?
- We don’t need to make
choosing x required
Q: What if they choose x?
Should it b...
Before After
Wow
I am impressed, you
really listened to me…
I love, love, love the
new improvements!!!
…the best experience
for those o...
LESSONS LEARNED
while getting to Wow
How we can build great products
+
Enhance our research process
Top things customer success teams can do:
○ Summarize top requests from various data sources
○ Explain how changes will im...
is not just design's job
Getting to Wow
- Heidi Maghran & Smitha Papolu
Thank you!
Getting to Wow – it took a village even in customer obsessed company (Smitha Papolu and Heidi Maghran at Enterprise Experi...
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Getting to Wow – it took a village even in customer obsessed company (Smitha Papolu and Heidi Maghran at Enterprise Experience 2019)

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Smitha Papolu and Heidi Maghran: "Getting to Wow – it took a village even in customer obsessed company"
Enterprise Experience 2019 • June 3-4, 2019 • San Francisco, CA, USA
http://www.enterpriseexperience.net

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Getting to Wow – it took a village even in customer obsessed company (Smitha Papolu and Heidi Maghran at Enterprise Experience 2019)

  1. 1. Smitha Papolu & Heidi Maghran Cross-functional product journey Getting to Wow It takes a village in a customer-obsessed company
  2. 2. QuickBooks is used by small businesses
  3. 3. TEAM PROJECTS TORI is the owner of Zen interiors and has 2 employees and a contractor
  4. 4. TEAM PROJECTS TORI is the owner of Zen interiors and has 2 employees and a contractor Man cave She shed Man cave Man cave She shed She shed Man cave
  5. 5. Managing projects “Exploring the ‘Planning Fallacy’: Why People Underestimate Their Task Completion Times,” by Roger Buehler, Dale Griffin, and Michael Ross (Journal of Personality and Social Psychology, 1994). “The Role of Motivated Reasoning in Optimistic Time Predictions,” by Roger Buehler, Dale Griffin, and Heather MacDonald (Personal and Social Psychology Bulletin, 1997). Most people are bad at it.
  6. 6. Business owners need to understand the profitability of their projects. 30% of businesses fail in the first year, 50% fail in the first 5 years.
  7. 7. Mission team DRIVER
  8. 8. At Intuit, we’re customer-obsessed
  9. 9. Internal site with prior research The usual, led by research team
  10. 10. Internal site with prior research Design thinking training for cross-functional teams The usual, led by research team Customer successUX Design +
  11. 11. Voice of the Customer • Product experts • Embedded in scrum, design & product teams • Interviews and recommend enhancements Customer success Customer success is NOT: • On a sales team • Agents taking calls
  12. 12. Customers can tell us what’s important to them Users Accounts More options to customize Job costing and Job Project Tracking QBO Needs Top feature requests Net promoter score
  13. 13. We thought we had a solution because we had something similar on desktop.
  14. 14. Customer profile President of Zen Interiors Tori Designer Company Name Slogan or tagline QuickBooks profile • QuickBooks Online Plus, did not import from QB desktop • Customer number: 12349863 • 107 Customers, 24 Vendors, 284 transactions • Has 9 employees, but payroll is not set up • Tori called twice, 3 days after starting Quickbooks • Both calls were over 1 hour long • Original question: “How can I do job costing?”
  15. 15. Tori’s call to QuickBooks support 3/8/2018 asking about the feature Expectation: “I want to do job costing, I want a job cost report.” Reality: Agent was not able to help Tori because there is no report to enter a cost for each employee. They tried workarounds, but were unsuccessful. Verbatims: “I don’t want to bill this, "I just want it to give me a cost.” When entering he said. "But it doesn’t give me a cost report" “I have to get my labor costs in there somehow!.” (Listen at 3:00 minutes)
  16. 16. Job costing Domain knowledge Product familiarity Customer familiarity Onboard
  17. 17. I am a trying to but because which makes me feel Customer problem statement
  18. 18. I am a project-based business trying to keep a track of all my project costs but it’s painful to check my actual costs during the project because it’s cumbersome and tedious to track these costs which makes me feel less confidence that my project might go over-budget and not be profitable. Customer success Design Product management Customer success Customer problem statement
  19. 19. ALIGNMENT on the CUSTOMER PROBLEM
  20. 20. Identify the main characteristics of businesses that had this problem Growing and scaling owners New owners Comfortable owners hello
  21. 21. I don’t know if I’m making money, now that I have a larger team and/or more projects.
  22. 22. Design Provocation
  23. 23. Design Provocation
  24. 24. Not ready for a full solution, but start with an MVP in the right direction 2 3 IDEAL STATE1MVP + Definition of done + Measures of success
  25. 25. ALPHA, BETA Other challenges
  26. 26. Recruiting users for alpha UserVoiceQuickBooks Product
  27. 27. Recruiting users for alpha Feedback to mailbox Export to spreadsheet
  28. 28. “Costs don’t show automatically ” “I still have to export to Excel” “I have to manually compute” What we heard about our alpha
  29. 29. Face-to-face innovating time with engineering
  30. 30. Engineers were not new to customer research… But this time, they came up with concepts too
  31. 31. We’re excited, but what should we build specifically?
  32. 32. Customer success data to help measure pain and address those needs first # of care contacts Help articles viewed Effort to accomplish task Customer pain Index Frequency in x days
  33. 33. Understanding problem together to negotiate a good solution.
  34. 34. 1. Engineer 2. Product manager 3. Design
  35. 35. Q: What if a user is needs to choose x ? - We don’t need to make choosing x required Q: What if they choose x? Should it be based on y? - From research, it should be possible for certain users to track_____ even though they weren’t _______ to the project. QUESTIONS/NOTES
  36. 36. Before After
  37. 37. Wow I am impressed, you really listened to me… I love, love, love the new improvements!!! …the best experience for those of us that rely on it…
  38. 38. LESSONS LEARNED while getting to Wow
  39. 39. How we can build great products + Enhance our research process
  40. 40. Top things customer success teams can do: ○ Summarize top requests from various data sources ○ Explain how changes will impact customers ○ Ensure smooth rollouts And so much more!
  41. 41. is not just design's job Getting to Wow
  42. 42. - Heidi Maghran & Smitha Papolu Thank you!

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